Lufthansa Systems
Gold
Excellent Brands
Digital Service Portals and Platforms
Details
"Let’s unlock your full potential" – with this new purpose, Lufthansa Systems launched the strategic realignment of its brand. It represents a comprehensive service promise that places customer needs even more firmly at the centre and forms the foundation of the new brand story. This gave rise to a distinctive textual approach: the Attitude Calls. The transformation was further supported by a design refresh, introducing new visual elements that highlight the clear, dynamic communication concept and strengthen brand recognition.
The Jury‘s Statement
Lufthansa Systems has created a brand project with “Let’s unlock your full potential” that consistently places customer needs at the center. The new brand story impresses with its clear message and the emotional communication mechanism of the Attitude Calls, which are versatile and strikingly applicable across various contexts. This is complemented by an aesthetic design refresh featuring impactful design elements like the Moving Arrow and a nuanced color palette, subtly and powerfully enhancing the brand's recognition. Particularly impressive is the harmonious blend of strategic brand management, visual elegance, and functional scalability, making the project outstanding in its category. This holistic approach elevates the brand project to an excellent level.
