Martin et Karczinski develops a new corporate identity together with Lufthansa

"Lufthansa represents Germany far beyond Europe, with values such as precision, engineering, quality and reliability. With designers such as Otl Aicher, Hartmut Esslinger and Jörg Zintzmeyer, it has written international design history. Working with such an important brand therefore demanded a high level of sensitivity, appreciation and responsibility from everyone involved," explains Peter Martin, designer and founder of Martin et Karczinski.

Building on the strengths of Lufthansa's iconic, functional look, a design was created that is as modern as it is timeless. For the brand update, every detail of the Lufthansa design was revised, especially with regard to the requirements of digital brand management. The new look gives the individual design constants new value and conciseness, sharpens their impact and function - always against the backdrop of Lufthansa's unique design tradition.

The most visible signal of Lufthansa's change and its corporate design is the new aircraft livery. After more than 30 years, the entire fleet is gradually getting the new look. The new blue in it is absolutely unique, both technically and visually - and, in the spirit of premium, will shape the airline's image in the skies and at airports around the world for decades to come.

Martin et Karczinski has been working for Lufthansa for more than four years as its leading brand consulting and design agency. Headquartered in Munich and with a location in Zurich founded in 2015, the owner-managed agency employs around 80 experts in the areas of consulting, creative and digital. Mixed teams from Munich and Zurich were responsible for both strategy and design for Lufthansa's new corporate design. The lead was in Munich.