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contents
History 6 Old logo
8
New wordmark
10
New logomark
12
Lockups 14 Colors 18 Typefaces 20 Stationary 24 Airplanes 30 Posters 32 Website 34 Photography 38
history Lufthansa can look back on an eventful history. It has included many glorious moments but the course of events has not always been smooth. History is always a reflection of people and their times. The challenges facing air transport have become increasingly complex, yet Lufthansa has always found the strength to learn and renew itself. That ability has gained the company its lead position in the international airline business.
business activities Deutsche Lufthansa AG is a global aviation group. The Group operates in five business segments, each dedicated to high quality standards. The five units – the passenger airline business, logistics, MRO, catering and IT services – all play a leading role in the industry in which they operate. The Lufthansa Group includes a total of more than 400 subsidiaries and associated companies.
organisation Deutsche Lufthansa AG acts as the parent company with an Executive Board consisting of four members. The Executive Board is responsible for managing the Group, determining its strategy and ensuring a sustainable increase in its ´value. The Supervisory Board appoints and advises the Executive Board and monitors its activities. The Lufthansa passenger airlines as well as the individual business segments are each accountable for their business results. They are monitored by their own supervisory boards, on which members of the Group Executive Board and top management are represented. 6 Lufthansa
old logo The old logo was first designed in 1918 by Otto Firle. It has remained more or less the same since then. It is modeled after the crane because when airplanes first entered the air people thought it looked like the crane. 8 Lufthansa
new wordmark
The new wordmark is in Alte Haas Grotesk, a german typeface. It keeps the “luft” light representing the air and differentiates “hansa” with a bolder weight. 10 Lufthansa
new logomark
The new logomark keeps the representation of the crane. Its lines are more elegant representing the classiness and comfort of the airline. 12 Lufthansa
lockups This lockup is to be used in a very fluid manner. The logomark and the wordmark can be used separately or combined in various size and placement combinations. 14 Lufthansa
colors The main colors of the brand remain blue and yellow. However, the blue is mixed with less red to achieve less purple and more of a queens blue. The yellow remains similar with a warm undertone. For other applications such as the website, posters, stationary and so on the secondary colors can be used as well. 18 Lufthansa
primary colors:
C:46 M:35 Y:0 K:14
C:2 M:21 Y:93 K:0
secondary colors:
C:0 M:5 Y:13 K:0
C:0 M:0 Y:0 K:100
C:0 M:0 Y:0 K:80
C:0 M:0 Y:0 K:10
tyepfaces The typefaces are geometric and modern. They are used to represent the German culture and the cleanliness and preciseness of flight and the business. 20 Lufthansa
Alte Haas Grotesk
regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 Primary font
bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Swansea regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 bolditalic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Secondary font
Proxima Nova light
ABCDEFGHIJKLMNOPQRSTUVWXYZ Correspondance font
abcdefghijklmnopqrstuvwxyz 1234567890
stationary The stationary design is also geared after the simple and pure design to represent the airlines identity. The primary colors are used with black as the body copy. The envelopes and business cards folllow the same grid and system as the letterhead. 24 Lufthansa
frank.mueller@lufthansa.com www.lufthansa.com
Business Card
Letterhead
21. März 2013
Sehr geehrter Herr Meier, Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-eor-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like). Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "Lorem ipsum dolor sit amet..", comes from a line in section 1.10.32. The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested. Sections 1.10.32 and 1.10.33 from "de Finibus Bonorum et Malorum" by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham. Freundliche Grüße, Frank Müller
Envelope
airplanes The airplane applications of the brand feature the wings of the Crane in the logomark and create a pattern through its repetition. The fading of the pattern suggests flight and dynamic movement. It can be applied in blue or yellow. The logomark is to be placed inbetween the front door and the cockpit window. The wordmark can either be placed slightly behind the windows or directly below. Patterning the rear end of the airplane suggest a more fluent way of flight. 30 Lufthansa
posters The illustrations on the posters are to show a famous or popular cultural representation of the destination. The pale background gives it a neutral tone, which does not distract from the artwork but enhances it. The logomark and the wordmark are in the fixed lockup with the logomark centered on the page. Cutting off the airplane suggests movement and the readily available flights Lufthansa offers. 32 Lufthansa
STOCKHOLMSWEDEN
BARCELONASPAIN
website The concept for the website builds on the applications and patterns to be used on the airplane and other general merchandise. It uses the same primary colors and secondary colors. The photography is part of the distribution of topics. 34 Lufthansa
photography
The photography used shall express movement, height, air, distance and flow without the conventional expression of these terms. It is expressed through a more abstract way that captures a perfect harmony of these attributes the airline wishes to represent. 38 Lufthansa
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STYLE GUIDE LUFTHANSA CHANTAL PSOTA BALL 2013