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At a glance
Overview of Guidelines
01 Basic Elements
Logo
Versions
Free Space
Placement
Insert Sizes
Minimum Spacing
Exceptions
Fonts and Applications
Corporate Font: Lufthansa Head
Body Text: Lufthansa Text
Typeface Lufthansa Italic
Additional Type Formats
Substitute Font
Basic Rules for Using Fonts
Line Spacing
Type Color
Colors
Primary Colors
Secondary Colors
Tertiary Colors
Basic Rules for Color Usage
Color definitions
Layout Principles
Print
Digital
Imagery
Formal and Content-Related Features
Color Space and Image Effect
Quality Levels
The Circle as a Graphic Element
The Circle in Photographs
The Circle Combined with Photographs
The Circle as a Layout Element
The Circle as Illustration
02 Office Communication
Office Stationery
Letterhead
Envelope
Business Card
E-mail Signature
PowerPoint presentations
Master-Basics
Chart Library
Image Chart Library
Customer Journey
Chartmaker
03 Brochure Concept
Layout Principles
Logo Positioning
Logo and Passepartout Sizes in the Format
Minimum Spacing
Passepartout in Title Design
Grid in Title Design
Multipicture in Title Design
Examples
Inside Pages
Grid
Variations
Paragraph Formats
Font Hierarchies
Examples
Media Categories
Layout Weighting
04 Digital Media
Basics
Logo
Breakpoints
Grid
Colors
Color Distribution
Typical Uses
Using Typefaces
Classes
Web Fonts
Substitute Typeface
Typical Uses
Components
Buttons
Links
Input Fields
Option Fields
Selection Controls
Tables
Tabs
Page Indicators
Overlays
Login
Forms
In-line Messages
Filter
Header
Footer
Content
Icons
App Icon
Favicon
UI Library
Digital Design System
05 Social Media
Profile
LinkedIn
Twitter
Examples
06 Press Releases
Press Communication and Media Relations
Press Release
Press Kit
Media Monitor
Policy Letter
Press Wall
07 Film and Animation
Film and Animation
Types of Film
Basic Rules
Charts
Format and Grid
Logo Positioning
Typography
Carrier Areas
Filmic Elements
Fades and Effects
Hybrid: Real Image and Illustration
Music
Explanatory Film
Typography
Colors
Background and Stage
Illustration and icons
Animation basics
Typical uses
Order process
Outro
Outro Corporate
Outro ONE
08 Illustrations and Infographics
Illustration Style
Illustration Library
Person Building Kit
Composition
Simple Illustration
Complex Illustration
Icon Usage
Typical uses
Infographics
Form of presentation
Complexity level S
Complexity level M
Complexity level L
Briefing
09 The Brand in Three Dimensions
Basics
Logo
Fonts and Applications
Colors
Layout and images
Graphical elements
Media in Space
Logo use and typography
Stage design
Trade fair walls and press walls
Trade fair and info booth
Roll-up and counter
Digital Signage
Signage
Logo use
Orientation pylon
Wall signs
Door signs
Flag
10 Advertising Material
Advertising Material
Rheinwalt Web Shop
Basic Rules
11 Co-Branding and Airline Endorsement
Co-Branding
Designation of Origin
Sponsoring
Cooperations
Endorsement Framework
Airline Endorsement
Selected Group Experiences
12 Corporate Wording
Overview
Key Rules
Terminology and Spelling
Business Segments
Compounds
Abbreviations
Articles and Proper Nouns
Products and Projects
Number Separators
Glossary
Language
Translations and Multilingual Texts
Guidelines for gender-inclusive language
Punctuation
Punctuation in Headlines
Punctuation in Body Text
Punctuation in Bulleted Lists
Spelling of URLs
Process
Basic Rules
13 Sustainability
Basic Elements
Colors
Illustrations
Icons
#MakeChangeFly
Imagery
Tonality and content
Image categories and application
Overall effect
Libraries und Collections
14 Special Topics
Pride Communication
Pride Icon Set
Illustrations
Application examples
Color definitions
Generative AI
Principles
AI-Generated Text
AI-Generated Images and Film
Programs and Tools
ITA Airways Communication and Assets
Accept
Decline
