Hey Lufthansa, you seem tense.


I’ve always loved Lufthansa’s incredible identity, it was one of the great brands that inspired me to go into design in the first place. And then I noticed something. It is beautiful but so tepid and prickly. Lufthansa needed to relax. I chose a more rounded and lighter typeface to give the illusion of weightlessness and friendliness. I also simplified the pictorial mark and streamlined its angles. Furthermore, I wanted the new image to conjure up thoughts of happiness, comfort, hospitality, and safety.

My goal for the advertisements: I want you to care. Why does Lufthansa matter? Who do you care about most in the world? No one should be trusted more than Lufthansa to take care of you and your loved ones and do so with comfort and ease.

© 2021 Troy Workman