27 February 2018

Lufthansa - A step back in rebranding

Lufthansa to revise “new” livery after only three weeks according to the news on aviation websites

This is quite unusual for a German company and it looks like the debate is going on inside the airline HDQ in Frankfurt.

I think that this rebranding is not a successful one. I read and watched everything on LH's dedicated site for this rebrand; Explore the New. Have a look >>>

Still not convinced!

Removing the famous LH Yellow from the logo (and tail), and decrease its use to as low as %10 (just a small yellow area next to the front door) was not the best decision. Dark blue colour and its shape on livery was another problem, which LH is tackling now.

I support rebrandings in principal as someone who has rebranded an airline 10 years ago. However, I know that this has to be done very carefully, especially if you are a global brand. Sometimes a brand refresh is better than a complete rebranding.

There are good examples though. Etihad did a fantastic job several years ago. This one was more complicated as two languages were involved and local cultural sensitivities were higher.

Let's give LH some time and space. I believe that they will consider all feedback and may tweak it again for a better solution.