![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d5908a4ac5.png)
汉莎航空成立于 1955 年,是世界领先的航空公司之一。 汉莎航空总部位于德国,飞往 74 个国家的 211 个目的地,拥有近 350 架飞机,是欧洲最大的空客 A380 运营商。 本周,汉莎航空推出了与总部位于慕尼黑的 Martin et Karczinski 合作设计的新徽标、标识和制服。
在起重机诞生 100 周年之际,对设计的每一个细节都进行了重新设计——以满足数字时代的要求。全新的汉莎航空外观赋予各个元素一种全新的现代品质,以增强其影响力。设计师们发现继承汉莎航空品牌独特的设计传统并引领其走向未来非常重要。 这架由平面艺术家 Otto Firle 于 100 年前设计的起重机是天空中独特的标志,至今仍是该航空公司的标志性符号。未来,它将更纤薄,更适合数字世界。较薄的环使起重机看起来更优雅,将其带入前景并为其提供更多空间。总而言之,商标将获得轻盈和优雅。汉莎航空熟悉的蓝黄色组合也将被保留——但这些原色的使用将被重新定义。专为汉莎航空开发的蓝色更深一些,更优雅,正在成为主导品牌颜色。它代表可靠性、清晰度和价值。
Lufthansa press release
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d5909c30f4.png)
On the crane evolution.
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d590aacf86.png)
Crane, before and after.
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d590bc4ae6.png)
起重机图标已经使用了 100 年,设计于 1918 年,作为第一家德国航空公司 Deutsche Luft-Reederei 的制服的一部分,后来被 Deutsche Luft Hansa 采用,后来又被汉莎航空公司采用。 我们中的大多数人将它与 Otl Aicher 联系在一起,后者在 1960 年代初围绕它设计了一个全面的身份计划,使其具有我们一生中大部分时间所拥有的更现代的外观(并将蓝色和黄色组合确立为关键品牌之一 元素)。 本质上,起重机图标与 1962 年以来的相同,但经过重新绘制以在数字胁迫下表现更好。 最大的变化是戒指变薄了,尽管变化很微妙,但它却在让它感觉更优雅方面产生了巨大的变化。 起重机翅膀上的羽毛略微张开,使图标在小尺寸时更易于阅读。 这些变化很小,但每一个都提供了性能改进。
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d590eb49e4.png)
字标也被重新绘制,变化比起重机更微妙,但同样,每一次变化都会产生更令人愉快的结果。 如果您仔细查看文字标记的前后图像,字母之间的对位空间就被完美地解决了。
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d590f988c8.png)
New logo.
对于大多数观众来说,生成的徽标看起来几乎相同,这很好。 很明显,这个想法不是要重塑身份,而是要像改进飞机一样改进它——几十年来你不能飞同样的棘轮,你需要迭代和改进。
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d5910d14b8.jpg)
Core identity elements.
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d5912b2e54.png)
New type family. Designed in collaboration with HvD.
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d591576a32.jpg)
Typeface development.
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d59178ff9a.jpg)
Type samples.
新字体系列是一个更具有宇宙风格的 Helvetica,它看起来不错。 如你所知,我不是 Helvetica 的粉丝,所以虽然我很欣赏它的去 Helvetica 化,但它仍然是同一事物的变体。
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d591b36924.jpg)
New color balance.
关于重新设计的最大抱怨之一——尤其是你将在下面看到的涂装——是黄色的丢失。 虽然它没有消失,但它肯定已被降级为与原深蓝色相辅相成的强调色。 我同意黄色是汉莎航空最具标志性的东西之一,但在看到这里的所有图片后,我也认为如果没有它在身份的中心,它会很好地生存下来。 蓝色是航空业中最普遍的颜色,它一点也不与众不同,所以我认为起重机的责任在于成为 Lufthansa Lufthansa 的关键因素之一。
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d591cad757.jpg)
OLD livery.
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d591e49dbb.jpg)
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d591f9b59e.jpg)
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d5920b7af5.jpg)
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d5921dbe89.jpg)
New livery.
涂装的改变确实对系统造成了冲击。 蓝色尾鳍上的黄色鹤是经典之作。 毫无疑问,但我觉得这种新制服更加优雅和现代。
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d5923c6a50.jpg)
Livery details.
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d5925382d0.jpg)
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d592713662.jpg)
Paint job.
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d592a1f756.jpg)
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d592e9a295.jpg)
Materials.
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d593e60346.jpg)
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d5940001fc.jpg)
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d59414dc99.jpg)
Uniforms.
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d59447f720.jpg)
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d5945ca783.jpg)
Booking and ticketing.
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d59476cfd2.jpg)
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d594b3963f.jpg)
Signage.
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d594de6162.jpg)
Smartwatch app.
很明显,这次更新投入了大量的工作和深思熟虑,我相信它表明了这一点。 对所有的执行都充满信心,每一个元素都构成了一个安静优雅的凝聚力整体。
开放和好奇——汉莎航空新品牌的发布标志着新的#SayYesToTheWorld 品牌活动的开始。 它质疑熟悉的思维方式和习惯。 汉莎航空向所有探险者开放世界。 具有风格、雄心和品质。 对每个人都有同理心。 可靠和值得信赖。
Lufthansa press release
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d595021b96.jpg)
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d59525f8b1.jpg)
Ad campaign.
我不会过多地思考这些广告,但它确实属于令人讨厌的航空公司广告类型,它们试图过于哲学化。 不过,起重机图标看起来不错。
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d5954573be.jpg)
Flags.
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d59572878f.jpg)
Sampling of OLD identity. See larger here.
![New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski](https://thekeybrand.oss-cn-shenzhen.aliyuncs.com/wp-content/uploads/2020/03/20200327_5e7d59588ec6f.jpg)
Sampling of NEW identity. See larger here.
看看上面的两张图片,很难否认这种改进。 在某种程度上,是的,选择旧身份样本是为了使新身份样本看起来很棒,但在旧样本中肯定反映了现实,我们仍然想象汉莎航空公司的身份看起来像 A5/05 中的材料:汉莎航空和 平面设计,但糟糕的事情发生在现实世界中的好身份上,即使有最严格的标准和指导方针。 十年后,看看物体正上方的图像有多接近真的会很有趣。 无论如何……我认为重新设计非常棒,并且经过深思熟虑的计划和执行,如果您真正想念的是黄色,也许将您的航空公司效忠于 Spirit Airlines。