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Brand Evolution
1990 Beta Styleguide V0.1
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Brand Elements
Logo
Symbol/ Word mark
Logo
Word mark
Applications
3D Branding
Logo additions
Color
Blue
Yellow
White
Secondary Colors
Color Definitions
Typeface
Lufthansa Corporate Type
Areas of Application
Typefaces for Communications
Font Combinations
Lufthansa Head Thin
Lufthansa Italic
Typography
Correct Line Spacing
Microtypography
Mark-Ups/Emphasis
Multilingual Texts
Design Grid
Text Colors
Star Alliance
The Member Signature
Lufthansa Symbol/ Logotype with the Star Alliance Logo
Color Variants of the Star Alliance Symbol
Coloring
Collective Member Signature Lock-Up
Communication Table
Communication Platform “yes”
Visual imagery
Copy of Images Make the Brand
Copy of Image Level 01 – Corporate
Copy of Image Level 02 – Campaign
Copy of Image Level 03 – Product, Service and Destination
Product
Service
Destinations
Copy of Image level 04 – Documentation and Archive
Documentation & Reportage
Archive and History
Copy of Visual Imagery – Don'ts
Icons, Illustrations and Infographics
Icons
Illustrations
Illustration Library
Figure
Color palette
Creators Area
Settings
Use of icons
Examples of use
Don’ts
Order process for explanatory films
Technical Illustrations
Infographics
3D Design Guideline
Brand in Space
Design Characteristics
Contrasts
Sophistication
Clarity
Language of Forms
Basic Shapes
Plain Radius
Defined dynamics
Material and Color
Use of Blue
Use of Blue Breeze
Use of Yellow
Use of White
Use of Silver
Wing Pattern
Areas of Application
First Class
Business Class
Premium Economy Class
Economy Class
Ground Overall
Overview of Material corridors
Light
Ambient Light
Functional Light
General light
Integrative concepts
Local Touch
Immersive concepts
Data-driven experiences
Art & architecture
Mixed realities
Image & graphic concepts
Specific Guidelines
Blue Breeze in space
Yellow in space
Wing Pattern
3D Branding
Digital
Digital Guideline
Motion Guideline
Motion Design
Introduction
Core Principles
Three Gestures
Uplift
Cruise
Approach
Character and Contrast
Usage Proportions
Established Function
Uplift
Anatomy of Motion
Key Moments Within Uplift
Levels of Complexity
Durations
Motion Velocities
Discretion in Application
Incoming and Outgoing
Adding Extra Detail
Don'ts
Cruise
Anatomy of Motion
Key Moments Within Cruise
Levels of Complexity
Motion Velocities
Durations
Discretion in Application
Incoming and Outgoing
Adding Extra Detail
Don'ts
Approach
Anatomy of Motion
Key Moments Within Approach
Motion Velocities
Durations
Don'ts
Adaption & Fine Tuning
Inverse Contrast
Types of Contrasting Motion
Using Contrast in Different Ways
Constructing Contrast With Design Elements
Adjusting Complexity
Further Examples
Presentation
Editorial
Billboard
Popup Concept
IFE Welcome
IFE Menu
Mediums
Coming soon...
Corporate Wording
Language
Guidelines for gender-inclusive language
Glossar
Brand architecture and visual identity
Brand architecture and visual identity
External brand
External brand labeling for products and services
Internal grouping with external communication needs
Internal grouping without external communication
External Products & Services
Aviation Brand
Sponsoring & cooperation
Sponsoring
Cooperation
Accept
Decline