Im berühmten »Sunday Book Review« der New York Times wurde das von uns herausgegebene und konzipierte Buch »Lufthansa+Graphic Design« besprochen. Autor des Artikels ist der renommierte US-Designjournalist Steven Heller, der selber Autor und Herausgeber zahlreicher Fachbücher über Grafikdesign und Designgeschichte ist. Heller schreibt:
»This compact volume in English and German records the success of Lufthansa’s promotional campaigns and corporate identity. While this is truly for the dedicated design fan, it is nonetheless a useful handbook explaining how uniform branding put Germany’s most famous airline on the map. There are two Lufthansas. The first operated from 1926 to 1945, until the defeat of Nazi Germany. The second started after the founding of the Federal Republic of Germany, and in 1954 bought the name Lufthansa. The famous crane logo was developed in 1918 by Otto Firle, director of publicity at Lufthansa’s predecessor, the Deutsche Luft-Reederei company. An architect and graphic designer, he drew a logo to unite the “aerial and technological features of aviation,” Jens Müller explains. “He also chose dark blue and orange-yellow as the firm’s colors,” which are used to this day. But unified corporate identity was rare, and so in the early days the crane appeared in a variety of forms. When the airline was reborn after the war, its management — uncertain about its graphic direction — hired a number of freelancers. No consistent look was established until 1962, when Hans G. Conrad, one of the first students at the resolutely modern Ulm school of design, joined Luft-hansa and hired his former teacher Otl Aicher to “regenerate Lufthansa’s design,” more or less into what is used today. Through a wealth of postage-stamp-size documentary images, including style manuals, advertisements, posters and more, this book concisely examines the importance of and loyalty to good design at the corporate level. The small, pocket-size format is perfect for reading on your next Lufthansa flight.«
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