Professor discusses logos

The crane in Lufthansa´s logo is as memorable as Apple´s apple, Puma´s big cat and Ferrari´s horse, the company said.

Nearly everybody knows the emblems of these global brands. They are immediately associated with the respective company. The corporate design and especially the logo are a flagship for a corporation. All the more brave is it to change or renew the own visual identity, like Lufthansa recently did.

From his own experience, Professor Dr. Peter Zec, founder and CEO of the Red Dot Award, is conscious of the challenges which accompany the design process of a logo and its rework.

Recently, Lufthansa also dared to start a renewal. Created by graphic designer and architect Otto Firle, the airline´s heraldic animal undergoes a change. The brand appearance and the logo with the stylised crane which stands for competency, open-mindedness and quality, are developed further. “Much changes. Good remains”, explains Lufthansa.

The design quality of logos is regularly put to the test in the course of the Red Dot Award: Communication Design. “Corporate Design & Identity” is one of 17 categories in which a jury of 24 international experts evaluates the submissions for the competition. The call for entries starts on 5 March 2018. Agencies, designers and companies around the globe are again called up to enter their current design and creative projects.