#lufthansa group

But in reality that’s only the beginning. Yes, Lufthansa’s livery is specifically disappointing, but it is so much more than that. It is the purest distillation of the greatest challenge aviation faces today, far weightier than scheduling issues, outdated IT, and runway incursions. It is not the worst example of it, not in the slightest, but it is a large airline which has a very textbook presentation of symptoms and thus feels like a great example to describe exactly what I hate about this sort of design. Let me explain. 

Essentially, airlines have found a formula. It goes as such: 

Almost entirely white body. (There is a name for this trend: Eurowhite.) In some cases, there may be a colour on the underside, generally either a light grey or whichever secondary shade the airline has committed to. In the case of this Lufthansa livery, it is just white. 

Aside from the white body there will be either a single colour (generally some dark blue, or less often some sort of red) or a few colours, usually but not exclusively on flag carriers to match their national branding. (The proliferation of red, white, and blue flags out there means that a disproportionate number of airline liveries are these colours.) Unless it is literally just a white plane meant to be as generic as possible for short turn-overs when leasing, it will at least attempt to have some sort of design, but it will be minimal, and:

All of the detail will be on the tail. There may be coloured winglets or engine nacelles, but other than that it is only at the rear of the plane that you begin to see any interest. Usually this is just a logo, though it may be an abstract design which looks like a default tumblr header. It will often only be on the tail, with nothing at all on the body proper.

The name of the airline written in a sans-serif typeface which is set as default on at least one word processor. Rarely will anything creative be done with this. It will (usually, except in egregious cases) match the impotent attempt at graphic design which has been confined to the empennage and it will have all the charm of a large retail chain’s flyer describing the benefits you’ll definitely totally get if you work for them - sickeningly corporate. Low-cost airlines may slightly vary the theme by putting their website onto the livery, either towards the back or just instead of the airline’s name. The brave will also write it on the ventral fairing, but most don’t even bother with that simple act. Some airlines have their name written in the language spoken in the country they’re based in, usually beside the English text, but most are only in English despite operating in countries where this is not the most widely spoken language. 

Not every livery which has these features is badly designed, as seemingly small changes can make all the difference. There is the occasional livery that fits most, if not all of these features that has some clever tweaks or design choices which makes me actually think it’s fine, acceptable, maybe even decent. (I have taken the initiative of making sure a few of these are among my early posts, just to demonstrate that it can be done). And some airlines depart from this entirely and come up with something even more hideous. Yet I somehow find myself respecting even these more than I do Lufthansa. 

The Corporate Standard Livery Design (Lufthansesque design, if you will) is - and I do not think I am being dramatic at all here - an epidemic. Taxiing through most airports, you sometimes have to actually try to tell the planes parked around you apart in the sea of red, blue, and mostly white. And I spend a lot of time looking at planes.  

These liveries do not only fail to inspire me. They instill in me a profound disgust. They are not trying to be good. They are trying to be what I described earlier - decent, not worth complaining about, because that’s cheaper and easier than designing something good. Graphic design is not anyone’s passion here. They’re just trying to toe the line. They’re so poisoned by the modern minimalist-design brain virus that they don’t realise that to be acceptable a livery this simple needs to do something interesting. There must be a creative decision made somewhere, a compelling feature, or you may as well be flying an MLA-formatted plane. In their striving for adequacy they become not just ambient, but lukewarm. They are a bottle of water which has sat in the sun for so long that when you drink it, even though you’re overheating and parched, it feels only negligibly better than the air you’ve been breathing in. 

To be fair, I do not only hate the Lufthansa paintjob because it exemplifies whatever-ness. Even in an industry saturated with gross in-flight nothingburgers served with some stale biscuits and a paper cup of Lipton tea, Lufthansa manages to offend in specific and unique ways. 

Throughout its long history Lufthansa has had a handful of different liveries, but from 2018 onwards this has been the situation. They’ve never been brilliant, but it’s only gotten worse over time. I normally would commit to a separate post for historical liveries, but in a move that I don’t foresee becoming particularly common I’d like to talk about the history and evolution of Lufthansa’s liveries from the golden age to now - the fall, if you will. 

(image: lufthansa bildarchiv)

Their early liveries were already pretty much plain white or metal, but they still had a few features that made them seem a bit less like photocopy paper which was meant to be printed plain blue but only got through a tenth of the sheet before ink ran out. To begin with, they used a lighter blue and combined it with a vivid yellow to add some actual visual interest. The layering of the yellow over the blue where it curves around and below the nose and on the ends of the tailplane actually draws the eye. The font choice is nice and legible, spaced apart in the center of the fuselage. I imagine it was easy to read even from far away. (Shame it’s a bit blocked by the wings from some angles, though.)

(image: lufthansa bildarchiv)

This early 707 design keeps the cheatlines extending past the nose but makes them sharper than the ones on the Connie to match the sleek profile of the jet. Back when this plane was painted adding white to your plane was a choice rather than the thing everybody was doing, which allows me to respect it for the choice it was instead of considering it the factory default. The bottom half, denoted by the cheatline, is left unpainted, which only adds to the sleekness of the overall profile, and the text is clear and plain but still aesthetically pleasing. The 707 is by modern standards pretty antique-looking; you can take one look at one and tell it isn’t particularly streamlined. This paint scheme, though, makes the plane look sharp and aerodynamic, despite not being revolutionary. I would go so far as to say I like this particular livery. This is, unfortunately, as good as it gets. 

Oh. Oh no...

Let’s assess the damage here. The cheatlines now simply meet at the front without wrapping down to the belly of the plane and the nose is a simple black tip. I like it when airlines paint their planes’ radomes, and I wouldn’t mind it here if not for what it was replacing. The font has been replaced with a generic sans serif font which is closely spaced and put up into a corner, like the name on a homework assignment - it’s not really part of the total package, just there for administrative purposes. Most upsetting to me is the tail. While I wouldn’t say I love the little section on the old plane, it at least felt like it belonged there, creating a second blue-and-yellow layer above the white. Its placement on the fin above where it begins to taper gives the plane a bit of an aerodynamic feel. It’s certainly not changing the world, but it feels at home in the livery. 

The new fin is a sharp downgrade. With nothing to mark the transition the fin abruptly goes from the white of the upper fuselage to a shiny blue which contains an enclave of the only yellow to be found on the entire aircraft. This makes the yellow stand out, as it has nothing to tie it in with the rest of the plane, and the fin itself feels almost like it’s been Frankensteined onto the fuselage from a different plane by a different airline. There’s nothing to mediate the transition from a block of white to a block of blue, like how the cheatline separates white and grey. It just is blue now, stop asking questions. This also means that the only part of the plane that the eye is really drawn to is...the tiny portion of the whole that is the fin, which may as well be floating detached in midair. 

This is foreboding. Knowing what I know now, it feels like looking back at when a romantic partner began to act strange years later, after the divorce, as you walk by the house he bought with his mistress. 

(image: g najberg)

The most recent, and only, time I flew on Lufthansa was in 2014 and was aboard one of their 747-400s. (Actually, if you’d still like to fly on a passenger 747, Lufthansa is basically your only option.) At the time, they looked like this. This is...just sad. They got rid of the cheatlines, because that’s trendy now, and they painted the whole plane white and made an attempt at lip service to the old metal lower half by painting just a bit of the plane grey, like if a human stepped into a puddle of paint that only covered the very sole of their foot. And I’m being generous by showing a 747, a plane which inherently makes any livery look less boring by being interestingly shaped itself, instead of the classic slightly pointy single-decker tube. Not to mention the double-decker design makes the text vertically centered instead of the default Lufthansa look of awkwardly shoved nearly all the way up the fuselage. 

In defense of the modern livery, it’s possible to argue it’s an improvement on this. Honestly, looking at them next to each other, it’s difficult to pick out which one I find less defensible. 

But then you see D-AIDV, an A321 painted in a heritage livery, and you feel the immediate, visceral “no!!! no go back!!!” as you remember that this is a false dichotomy and we could have something so much better if they weren’t peer-pressured into generic modern design. 

And for what? For this?

(image: hvdfonts)

For the third time, I remind you of what we have been reduced to. We have achieved a state of reductio ad absurdum where this barely qualifies as a design. This plane is more or less a white blot. You can put as many insets as you want and it is still a white blot. 

I am relatively sure that the font used is literally Helvetica. EDIT: I have been informed that it is not, in fact, Helvetica, but a custom typeface that happens to look almost exactly like Helvetica. This is, in my own opinion, worse! They did apparently use Helvetica in the past, though. Here is a very detailed description of the design process of the font, which manages to contain a grand total of zero ideas. 

I would hate this on its own already, but it’s also so closely spaced and located so far up that it makes me feel like I’m suffocating. In my own experience as a dyslexic person, kerning is the single weightiest feature when it comes to if I can easily read something or not. While Helvetica, ugly though it may be, is generally considered a very legible font, any benefits from that are more than cancelled out by committing to making sure the entire name of the airline fits between the frontmost two doors with room to spare. It feels almost hostile.

Now, all given, I at least somewhat enjoy the shade of blue used for this livery, which is darker than the normal fare. I do miss the way the grey broke up the endless white space, though, and I mourn the yellow even more - in addition to being something to look at, losing it has also lost any visible reference to the flag of Germany, the country for which Lufthansa is the flag carrier. They don’t even have the black part of the German flag despite that being basically free. If they went for black instead of dark blue I would honestly respect this a hell of a lot more. One of the most recognizable flags in the world and instead your airline looks like a discount SAS.  

Yeah, I said it. If we want to go even further with comparisons by including airlines that aren’t Lufthansa, this is basically the SAS livery. Except not, because the SAS livery does a lot that this doesn’t. 

This is about Lufthansa, not SAS. I’ll look at SAS soon enough, because comparing their look to Lufthansa’s has made me appreciate it in a way I never used to. But I don’t think I need to elaborate too much for it to be clear why SAS’s livery works and Lufthansa’s doesn’t, despite the superficial similarities. SAS took their absolutely horrid previous livery and turned it into something which might not wow anyone but at least feels uniquely theirs, while Lufthansa had something which accomplished much the same and then diluted it into nothingness, Eurowhite writ large. Two washes and you’d wonder if your Lufthansa flight is actually a Smartlynx lease.  

The way that the blue slices into the bottom of the fuselage and doesn’t fully cover the tailfin is...something? It’s a design element. It’s not nearly enough to save it, but it’s a design element. However, this presents another issue specific to Lufthansa’s paint job, best demonstrated with a specific plane: 

(image: lufthansa)

Lufthansa is the world’s largest operator of the Airbus A340, a somewhat eccentric airplane which is perhaps best thought of as a four-engined A330. I love this airplane, and am delighted seeing it overhead on my walk home from work, because Lufthansa is kind enough to operate a daily service with it to my home airport, but that’s beside the point. The point is this: what I have pictured is specifically the A340-600, which is the world’s second longest in-service airliner. Yes, longer than the A380 and the 747-400, and, in fact, only shorter than the 747-800. With a plane this long, the Lufthansa livery creates an incredible look of rear-heaviness. This plane looks like it should uncontrollably pitch up until it’s perpendicular to the ground every time it takes off. Of course this effect is less pronounced on shorter aircraft, but it’s still there, and I dislike it. 

You can barely even tell there’s paint at all on a much smaller plane! And the white bit on the front of the rudder which looks okay on a conventional empennage looks downright horrible when it’s only on the very tip of the t-tail’s forward point. 

Oh, and when you take the windows out for a freighter conversion it gets even worse. 

This is a generic-brand airplane. It genuinely reminds me of generic branding. There is a specific brand that has this exact appearance and I can’t remember what it is but it’s right there and I’m fairly sure I’ve seen it at CVS. I don’t think that’s what you want to go for when designing an airline livery, especially for an airline representing a country, but if Lufthansa wasn’t going for that they’ve failed. 

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Overall, Lufthansa’s livery is superbly boring and not terribly well thought out. It’s not worth this absolute dissertation on its own, but I’ve singled it out to complain about general trends, and for that I probably owe it an apology. Said apology is predicated on the fact that it is still a very underwhelming and bad design which could have used a lot more thought. There are a million ways this could have been made decent, and none of them were implemented because that would have taken effort and time and creative vision. I think this post actually required more time and effort than Lufthansa put into designing their planes. 

That said, Lufthansa gets a final grade of D. It’s...bad, it definitely is. There’s the vague flavour of the start of something, like the very distant smell from a barbecue happening three blocks away, but is that really even a redeeming factor?