In 2018, Lufthansa’s well-known logo, the crane, turned 100 years of age. In the course of a general renewal, this anniversary has been taken as an opportunity for a design relaunch which meets the requirements of the steadily increasing speed of digitalisation, globalisation and complexity. The strategic repositioning and refinement of the brand focuses on its new definition of being a premium product and on empathy for people in their respective context – both passengers and employees. This transformation becomes visible in the comprehensive redesign of the logo. In line with the new premium claim, Lufthansa’s iconic, minimalistic corporate design is developed into a contemporary visual appearance of even higher quality.