Lufthansa’s new look is a model example of thoughtful and intelligent modernisation of a long-established brand. The new look exudes the feeling and respect for the brand and its history, and you get a sense that design methods have been correctly used.
About Christine Lischka
Managing Director Serviceplan Design Hamburg
Entries by Christine Lischka
RIMOWA, the Mercedes of luggage brands, has given itself a new visual identity and simultaneously relaunched its logo. When looking at the new logo, one has to mention that it is actually the logo – otherwise one might assume it was plain text typeset in a sans serif font. And this is where the drama […]
If you want to write about food trends you cannot avoid considering the whole picture, i.e. looking at the major, social mega trends.
Actually, this isn’t completely true. Brands that expanded during the era of digital transformation no longer have a traditional logo with fixed specifications incorporated into a rigid system. Logos that have primarily been designed to work on digital platforms have to meet new requirements. They always needed to be simple and succinct – but now […]
Fanta has become a brand again. Finally! The new logo is compact, distinct, fresh and confident and quite simply fun. Comparing the new and old logo directly, it’s like the sun has risen – that’s how radiant the colours have become. The complementary contrast of orange and blue is shown to optimum effect. Typographically, the […]
The new MasterCard logo is reduced to its essence without losing its recognition or roots. The two iconic overlapping circles are now – freed from lines and a long-in-the-tooth typography – clearer, more unambiguous, thus become even more powerful. They stand for a smooth and trouble-free cross-linking and merging. This is the purely graphical viewing. […]
The “old Instagram logo” was personable, approachable, and easily decipherable, but it certainly was not a masterpiece of graphic design. And it would soon become boring, so a relaunch should be understandable. It can be understood as its extending its positioning from a “pure image archive” to a communication platform. Yet, uniqueness, a top priority […]
“Iconic brands” are always regarded as the original. They are in the position to claim something for themselves, be it a colour, shape, or logo. The stronger and more unique the brand characteristic codes are, the better the chances are to assert oneself in strong global competition. Coke has at its disposal a unique bottle […]
It is holiday season and so the obligatory question comes up: where are you going? My answer, as for the last 7 years: Turkey. Then, almost like a Pavlovian reflex, comes the next inevitable question: Antalya? As I was recently quite seriously asked whether Turkey had more than one airport, I spontaneously decided to make […]