A tricky heritage
The first icons for the Lufthansa brand were introduced in 1963 by the German designer Otl Aicher (1922 – 1991) and had been in use ever since.
Today though, icons are needed in a more versatile way, for keynotes, websites, apps, branded movies, and others. By these requirements, Aicher’s icons were far too limited in number and visually outdated. Additionally, new icons were designed without unified art direction, leading to a heterogeneous icon style throughout the branding.
The new icon design is based on graphical principles that allow for clear and easy icon designs. Reflecting the Lufthansa branding, the new icons follow a rational aesthetic that works on an international scale. Also, we defined guidelines for the future maintenance of a coherent icon library.
Icons for everyone
We developed a website to quickly get the new icons in the hands of Lufthansa employees and design agencies. The online icon library makes it simple to search for icons, download, manage and even order new ones.
Postcards and giveaways helped in spreading the word about access to the icon library throughout the Lufthansa headquarters.