Lufthansa‘s new livery certainly drew plenty of attention when it was announced earlier this month. A new blue on the tail and the removal of the yellow generated lots of feedback online; plenty of that was negative. And now it seems that there might be change afoot. An internal company communication shared on a German travel message board suggests that the blue color is not presenting the way the company expected. Combined with other issues in the new branding this may see the Lufthansa Group revisit the decision and adjust the look.
Here’s a mostly literal translation of the internal text:
Since our first two planes with the updated livery landed on many places of this world we noticed that for instance the blue plaint on the plane appears to be significantly darker than in the test environment – especially in adverse weather conditions. In this regard we will work on an optimization. Additionally we will also design a version which can combine the Lufthansa Group word mark with the crane logo. The combination of Lufthansa Group with the crane [logo] will then be used in clearly specified constellations [combinations].
For us this is part of a dynamic process. In the long run it is important that the new design works everywhere. Practical experience is better than any theory. Thus we will continue to collect hands-on feedback in all areas of application and readjust where required.
Reading into the nuance of the original German is not something I’m particularly qualified to do. A colleague who does speak German natively suggests that the phrasing of the response – and especially publicly acknowledging the issues – indicates that this is more than just paying lip service to complaints. The phrasing of practical experience trumping theory is particularly telling.
Read More: So, Lufthansa has a new livery and…
The tail does come across as dark, particularly against grey skies. The missing accent color (formerly the yellow crane) also makes it harder for the livery to stand out against other aircraft at an airport. The crane is nearly invisible in the shot above, contrasting notably with the other distinctive liveries there.
At the same time, it is entirely unclear that the livery matters in consumers’ choice when booking flights. I know that marketing works on the grand scale. Billions upon billions are spent proving that fact regularly. I understand that good branding can help a company while bad branding hurts. Seems like Lufty may have screwed up on that front this time around.
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