Lufthansa has handed Landor Associates a far-reaching brand and sub-brands task as part of a wide-ranging overhaul that sees Priestman Goode pick up products, services and interiors work.
Landor is thought to have been appointed following a five-way pitch at the end of last year. Pentagram is understood to have also been involved.
The design work will consist initially of the evaluation of Lufthansa’s different classes and whether or not they should be separate sub-brands, sources say. The brief is a graphic design task and not concerned with an overall rebrand of Lufthansa at this stage, although that cannot be ruled out longer term.
Lufthansa, which confirmed Landor’s appointment, is loathe to reveal details of any of the projects, which are all at an early stage.
Airlines are notoriously secretive as evidenced by the lengths to which Landor had to go to keep British Midland’s new identity, BMI British Midland, under wraps. The consultancy sent out dummy artwork along with the real thing, so that if it leaked there was half a chance the fake marque would leak, not the real one (DW 19 January).
Meanwhile, Landor has picked up a global brand development project from telecoms company Worldcom.
It is understood to have been appointed following a five-way pitch against international design groups, one of which is thought to have been Enterprise IG, which has had a previous relationship with Worldcom.
No one at Worldcom was available to comment as Design Week went to press.