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In this session...

The crane, the iconic figurative mark of Lufthansa, with its true history in legacy, turns 100 years old in 2018. A milestone the airline celebrates with renewal. Following Lufthansa's strongly positive development, the redesign is the visible expression of its comprehensive transformation. The new brand and visual identity were further developed and designed by the Munich based agency Martin et Karczinski. Alexander Beutel, Managing Partner of Martin et Karczinski, will explain in this presentation how Lufthansa changed through the force of a strong and supporting brand purpose, to become future-proof, always relevant and premium again.


Alexander Beutel Managing Partner Martin et Karczinski

Event Details

Event Type Seminar

Related Topic Area  Creativity & Arts   Business 

Similar Interests  Storytelling   Content   Production   Entrepreneurship 

Track  Brand Innovation 

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