Heritage meets the future: Lufthansa presents a new brand design

Lufthansa recognized that the company needed to modernize the aircraft appearance in order to remain up to date.
Updated 20 February 2018
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Heritage meets the future: Lufthansa presents a new brand design

Lufthansa revealed its new, modernized brand image to customers and employees at two major events at the Frankfurt and Munich hubs earlier this month. The most visible change is the new aircraft livery. In front of more than 3,000 guests in Frankfurt and Munich, Lufthansa officially presented a Boeing 747-8 and an Airbus A321 with the new design.
In the previous week, individual details created interactive discussions, especially on social media. The response to the new appearance was predominantly positive, although some people missed the traditional yellow tone; nevertheless, it will receive a specific function to serve as a means of orientation and differentiation. The color will be found in the future on every boarding pass and at every Lufthansa counter at the airport.
“Lufthansa has changed and is more modern and successful than ever. From now on, this will also be visible to the public through a new design,” said Carsten Spohr, chairman of the executive board of Deutsche Lufthansa AG.
“The crane has always been with us and clearly stands for the promising performance of Lufthansa. To this day, it still stands as a symbol of highest quality, excellent service, flying expertise, reliability, innovative spirit, and it stands for trust.”
Against the backdrop of digitalization and changing customer requirements, Lufthansa recognized that the company needed to modernize the aircraft appearance in order to remain up to date. The group invests €2 billion ($2.3 billion) a year in new, fuel-efficient aircraft.
“The modernization of Lufthansa is only possible thanks to the commitment of our employees, who are the best in the industry. They are the actual face of the brand,” Spohr added.
The crane, designed exactly 100 years ago by graphic artist Otto Firle, remains the airline’s iconic symbol. In the future, it will be slimmer and fit for the digital world. A thinner ring makes the crane look more elegant, bringing it into the foreground and granting it more space. All in all, the trademark will gain lightness and elegance. The familiar blue-yellow color combination of Lufthansa will also be retained — but the use of these primary colors will be redefined.


KAUST honors 243 students at graduation ceremony

Updated 17 December 2018
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KAUST honors 243 students at graduation ceremony

King Abdullah University of Science and Technology (KAUST) awarded 243 master’s degree and Ph.D. candidates with their diplomas during its ninth commencement ceremony on the KAUST campus on Friday. 

The ceremony was presided over by members of the KAUST Board of Trustees, including Board Chairman Khalid A. Al-Falih, minister of energy, industry and mineral resources and chairman of Saudi Aramco, and attended by senior KAUST leadership and faculty members. 

Commencement 2018 highlights included the official inauguration of KAUST’s third president, Dr. Tony Chan, and conferral of the university’s first honorary doctoral degree to Ali Ibrahim Al-Naimi, former chairman of the KAUST board of trustees, former minister of petroleum and mineral resources and commencement 2018 speaker. The event also included remarks by 2018 student speaker and KAUST Ph.D. graduate Nada Aljassim, the first KAUST Gifted Student Program participant to receive her Ph.D. from the university. 

In his chairman’s address, Al-Falih said the event was “an occasion … to mark a number of milestones and celebrations … In the past year alone, KAUST has … achieved important advances in research, education, innovation and talent, all while making an impact … in Saudi Arabia and globally.” 

“KAUST has taken its place on the world’s scientific and academic landscape,” Al-Naimi said. “Ideas and innovations (from KAUST) … make a difference when they soar above our nation and around the world.” 

“As a university, we are looking forward to our next decade,” said President Chan, a member of the university’s Board of Trustees for seven years. “In my new position, I am really looking forward to the opportunity and challenge and becoming engaged with Saudi society in general.” 

President Chan noted one aim of his presidency is “to align KAUST’s mission with the Kingdom’s priorities — and in particular Vision 2030. The Kingdom is moving to diversifying the economy and toward innovation and technology, which align with KAUST.” 

Chan said: “We have formed a NEOM Center of Excellence at KAUST with the express purpose of working together with NEOM. One of our senior faculty members, Professor Carlos Duarte, is on the advisory board for the Red Sea Project. We have a KAUST Red Sea Research Center and we are located next to the Red Sea, which is a treasure for the Kingdom. We consider it one of our missions to support the projects going on in the Kingdom.” 

“KAUST is still very young, but we see ourselves as contributing to the innovation and economic development of the country and the development of human talent,” he added.