Lufthansa City Center - Discover the new Look and Feel
Entering a new era
Since 27 years Lufthansa City Center is strongly connected to Lufthansa embracing the values of our mother brand. Within this
time, we have developed to an independent travel agency network and a global brand. The LCC brand is ranked as top 3 values
of the LCC membership today - it is heritage and gift at the same time.
1. Why does Lufthansa City Center change its logo and
Corporate Design?
Lufthansa decided earlier this year to change its logo and
design to follow the needs of changing times. The aim was
to adjust the brand to the digital era and to clearly position
itself in the premium segment. Timeless, functional, elegant
and digitally fit are core elements Lufthansa attaches to its
new design.
Based on a changing global environment, our logo cannot
stay behind: we need to embrace all opportunities of the
new Lufthansa look. In today’s fast world, brands need to be
understood at one glimpse. At the same time, we want to
transmit a transparent, premium message towards today’s
and future travellers. The new design focuses on creating
an own LCC identity by strengthening our core brand
Lufthansa City Center. The core design areas of Lufthansa
are fully integrated into our new look and create one uniform
customer approach. Our brand architecture has been
massively simplified to reduce complexity and raise
awareness. This way customers can recognize LCC as
sender at just one glimpse in future.
2. What will change?
LCC will change three major areas in its Corporate Design.
1. Font: Lufthansa has developed an own corporate font,
which is available to LCC license-free in all languages, for
office and digital purposes.
2. Crane: The crane became lighter, more agile, focused.
3. Colour: Leading blue, designed by Lufthansa as core
element of its premium approach, will become our major
colour. The bicolour logo variations will vanish. LCC will only
act in either entirely blue or entirely white in all customer
touch points.
3. What does the new logo look like?
The new logo has been designed after a careful, thought-
through process together with external designers,
communication experts and brand strategists. It was
essential that the new logo eliminates all weaknesses of our
current look: Lufthansa City Center spread on various lines
in two colours.
The new logo appears entirely in one colour: Modern,
elegant and clear, either entirely white or entirely
blue. The new crane, lighter and more agile, is
followed by Lufthansa City Center in bold letters in
one line.
This way Lufthansa City Center is immediately
recognized as core brand. The individual agency
name will be prominently placed right next to the core
brand in the following line. This way the entire logo is
identified as one unity with one common reading flow
and reading direction. The agency name is integrated
into the overall LCC logo. Lufthansa City Center
Sample Travel becomes the overall sender.
4. The claim
The claim Your travel agency. World-wide is no
longer a fixed part of the logo. It is rather positioned
separately to ensure the logo as such remains simple
and clear.
5. Service Brands
To apply the strategy of reducing our brand to the
core focus and core sender, Lufthansa City Center
Sample Travel, the service brands will in future no
longer be part of the logo. Service brands represent
a clear added value and competence that shall
empower Lufthansa City Center as brand and
sender. To avoid confusion with the customer, only
the LCC logo as such will consistently be used.
Service brands will be prominently placed in an own
slogan (Your Business Travel Partner). This slogan
will be enriched with an own look and feel in terms of
picture, communication style and texts.
6. Outdoor Signage
The structure of the outdoor signage is not changed: The
word “Lufthansa” will still not be used due to IATA
regulations. However, for optimum visibility the logo will be
used in white on dark blue background with lit-up letters. To
emotionally attract customers, orange colour elements can
still be applied in the shop window.
7. LCC Colour Breeze
The LCC logo will in future only be used in leading blue or
white. “LCC Ocean” as own colour for LCC further enriches
the LCC Identity in our communication channels. With the
new turquoise elements, as well as orange and sand
colours, emotional highlights can be created. This way a
harmonized look and emotional travel moment is created.
All new colours are part of the pantone colour scheme. This
way we avoid complicated printing processes or multiple
shades of our colours like in the past.
We are proud to be part of this massive milestone in the history of Lufthansa City Center. We will
position Lufthansa City Center as modern, fresh, premium, elegant, trustworthy and digitally
relevant partner on all levels. The new Corporate Design will sharpen our brand, our reach and
brand awareness
8. Font
LCC benefit from the new Lufthansa Corporate
Type developed for any language. This font is
available license-free for all LCC and can be
used as Office and digital version. To further
sharpen the image of our brand, an additional
emotional handwriting font has been designed.
This symbolizes the strong bonds between LCC
and its customers, connecting the pure style of
the new Lufthansa font with the emotional
breeze of our own human touch.
9. When is the change happening?
Changing a brand that has developed its own identity
over 27 years will take several years. We focus on a
gentle, cautious change process together with our
LCC agencies.
As of 2019 the new templates for office appearance
and stationery will be available in myDesigns free of
charge. This will be followed by digital styleguides for
changing the web appearance and online presence
in all channels.
We recommend that once a franchisee runs out of
stock of any material carrying the old logo, the
production shall be changed to the new design.
The change will not be rated by any CQM monitoring.
To reduce investments for early adopters, LCC
Headquarters will financially support pioneers in
2019 with a rebranding fund.