In 1962, Otl Aicher was approached by Germany’s Lufthansa Airlines to help them redefine their approach to corporate communication. Enlisting the help from a group of students, then known as the E5 (Entwicklungsgruppe 5), Aicher and company spent a big part of the year reexamining the visual identity of the Lufthansa brand. Soon after, based upon their findings, the group would eventually convince Lufthansa to standardize their visual identity across all mediums within the public space.
By the following year, anything that carried the Lufthansa brand—brochures, ads, and even the planes themselves—all followed this newly appointed design system. Today, the proposal that Aicher and his E5 team created is still seen as one of the most groundbreaking corporate design systems of the 20th century.
Through an extensive archive of interviews, images and accounts dating back to the 1920s, Lufthansa+Graphic Design documents the evolution of the airline’s visual identity. Definitely a worthy addition to any swiss-style catalog.
Available now via Lars Müller Publishers.
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