Lufthansa brand guidelines

Freedam's take

I spent time exploring Lufthansa's brand hub, and I appreciate how deeply it handles the iconic crane emblem. Beyond the core proportions and clear spaces, the guidelines distinguish flight position and flight direction, alongside a specialized small variant. The portal also groups work clearly across physical and digital environments, highlighting space guidelines for airports, basic mark elements, and dedicated web typography. It feels structured around real-world operational needs, giving teams clear rules on how the symbol should behave across different touchpoints.

What I noticed

1. The portal is built on the Frontify platform.¹²³
2. The logo documentation includes specific sections for flight position (Fluglage), flight direction (Flugrichtung), and a small crane variant (Small-Kranich).⁴⁵⁶⁷
3. The brand hub features sections for airport identity, 3D spatial design, and digital guidelines alongside core elements.⁸⁹¹⁰

Numbers refer to the screenshots above.

Ideas to borrow

1. Documenting specific directional and orientation guidelines for an animal or dynamic emblem helps maintain consistency across physical and motion mediums.⁴⁵