Yes, Lufthansa is rebranding this year, including a new livery being released. And after a few false starts and theories as to what it might actually be these appear to be the first legit images of the new design scheme. The official release is slated for next week.
This is it! @lufthansa’s new livery. @staralliance #LufthansaBlue @lufthansaNews #ExploreTheNew @BoeingAirplanes #newlivery @aerode @McWhirterAlex @jonostrower @SpieleWERT @frankfurtflyer @brandonsblog @OneMileataTime @HofmannAviation @FlightGlobal pic.twitter.com/ZsmA8Oq7Sh
— Aeronews (@AeronewsGlobal) February 1, 2018
The “no yellow” bit was long rumored and that’s now confirmed. Of course, the crane is still there since that was never going anywhere. And I guess ultimately I feel like
Oh, sorry, were you still reading? Even I got bored of this and wondering why airlines invest millions to rebrand so often. Is removing the yellow from the paint job supposed to sell more seats? Does it change the “image” of the airline to attract new customers? I know there are many people who work in marketing and branding who I’m probably pissing off with this train of thought, but I really, really just don’t get it.
Sure, it gets a whole bunch of people talking about the business. And that’s “earned” media not “paid” so it is theoretically free-ish.
And, yes, I understand that good branding can help a company while bad branding hurts. I do the bad branding part pretty darn well. But to believe that a massive investment in change like this is necessary suggests that the old branding – beloved for years – was actually bad all along and needed to go. And I really just don’t understand that.
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