"A5/05 Lufthansa + Graphic design" by Jens Müller and Karen Weiland is an Excellent book about the identity of Lufthansa airline in many respects. Realized in 1963, the identity counts as one of the most groundbreaking corporate design solutions of the 20th century. With a focus on the famous brand identity, the design and advertising history of Deutsche Lufthansa from the 1920s to today is comprehensively documented here for the first time. This volume contains numerous illustrations from the corporate archive and background articles and interviews.
We learn (with other great things about Lufthansa history) that brand continuity is based on solid fundamentals. The icon (a stylized bird) has remained unchanged since its inception in the early 20’s. Even after several atempts by Otl Aicher to change it or delete it. If Otl Aicher identity work have brought many changes to the color code, typography and grid system, the iconic signature bird remained.
Otl Aicher, in his study on new identity for Lufthansa submitted in october 1962, made a specific paragraph about the bird symbol. "The origin of the logo owes a debt to heraldry; originally there were symbols whose meaning was recognized by their society. Lufthansa’s image logo must change if it is to retain its symbolic character. In the age of jets and supersonic flight, the meaning carried by the Lufthansa symbol - the bird - is outmoded. A symbol’s force increases as it approaches the arrow form".
Why Lufthansa management did not follow Otl Aicher recommendation? And why this logo is still (after nearly a century) in use
The answers lies whithin Germany as a brand. Lufthansa is the rationale of a european country whose values are tradition and continuity. Germany knows how to, through its various brands (eg BMW or Mercedes), broadcast its national identity by respecting its past and its original roots. Germany, reunited just 20 years ago, still creates brands that transcend time while evolving in technology and innovation.
Lufthansa delivers stability : the symbol
Lufthansa delivers innovation : the graphic system
Otto Firle original logotype on a Deutsche Luft Reederei information brochure (circa 1919)
Otto Firle original logotype on a A 380 plane (circa 2011)