We're Flying the Crane into the Future
For over 13 years, Martin et Karczinski has been a trusted partner to Lufthansa in developing and managing its brand. A brand that is now 100 years old. Since 1926, Lufthansa has connected people and places across continents and, more than almost any other airline, has shaped the history of aviation. To mark its 100th anniversary, we created a signet that makes this success story visible everywhere and carries it into the future.
100 Years – One Powerful Sign
For us at Martin et Karczinski, 100 years of Lufthansa is much more than a number. It is a powerful symbol of the enduring strength of Lufthansa’s brand essence: connecting people and places. We brought together Lufthansa’s anniversary number with its iconic crane symbol, which has represented the brand for 100 years. The result: a distinctive signet that symbolically carries the brand into its next 100 years.
As Multifaceted as an Entire Century
From an anniversary signet to a flexible design system: adaptable across media, formats and applications, while always unmistakably Lufthansa.
Striking presence: In the Bold version, the anniversary takes center stage. Its clear, powerful form remains visible even from a great distance – as seen on the special livery of the anniversary fleet.
Window into the world of Lufthansa: In the Outline version, the “0” becomes a cabin window. It opens up a view of destinations, people and special moments – and the stories behind the journeys.
Anniversary in motion: The Celebration version transforms the crane’s wings into dynamic lines. They connect content and give the anniversary presence its own visual energy.
A Holistic Experience Throughout the Anniversary Year
From the striking “Supercrane” on the special livery of the anniversary fleet to countless onboard items, such as the sweet welcome treat, headrest covers and premium amenity kits – our signet shapes Lufthansa’s visual appearance and communications throughout the anniversary year, creating new encounters with guests throughout their journey.
A strong symbol becomes a versatile presence that brings the anniversary to life for guests and accompanies them throughout the entire anniversary year – expressive, premium and dynamic.
