Editing Lufthansa (section)

=== Branding ===
[[File:Lufthansa Airbus A320-211 D-AIQT 01 (cropped).jpg|thumb|A Lufthansa [[Airbus A320]]-200 in the old livery used since 1988]]
[[File:Lufthansa A320neo (D-AINX) @ LHR, Jan 2020.jpg|thumb|A Lufthansa [[Airbus A320neo family|Airbus A320neo]] in the livery adapted since 2018]]
The Lufthansa logo, an encircled stylised [[crane (bird)|crane]] in flight, was first created in 1918 by Otto Firle. It was part of the livery of the first German airline, [[Deutsche Luft-Reederei]] (abbreviated DLR), which began air service on 5 February 1919. In 1926, [[Deutsche Luft Hansa]] adopted this symbol, and in 1954, Lufthansa expressed continuity by adopting it and later in 1963 – a variant thereof as redesigned by [[Robert Lisovskyi]].

The original creator of the name Lufthansa is believed to be F.A. Fischer von Puturzyn. In 1925, he published a book entitled "Luft-Hansa" which examined the options open to aviation policymakers at the time. Luft Hansa was the name given to the new airline, which resulted from the merger of [[Junkers]]' airline ([[Junkers Luftverkehr|Luftverkehr AG]]) and ''Deutscher Aero Lloyd''.<ref name="lh_chronicle_2">{{Cite web |date= |title=Chronicle – Lufthansa Group – Chronik |url=https://www.lufthansagroup.com/en/chronicle |access-date=9 November 2023 |website=Lufthansa Group |archive-date=10 May 2022 |archive-url=https://web.archive.org/web/20220510172329/https://www.lufthansagroup.com/en/chronicle |url-status=live }}</ref>

After World War II, the company kept blue and yellow as its main colours and the crane logo. Since the beginning of the 1960s, [[Helvetica]] was used for the company name in the livery. The 1970s retro livery featured the top half of the fuselage painted in all-white on top and the lower fuselage (bottom half, including the engines) was gray/silver aluminium, below a blue cheatline window band and a black painted nose. The crane logo was painted blue on the engines, on the bottom half of the fuselage just below the cockpit windows, and a yellow circle inside a blue band on the tail.

German designer [[Otl Aicher]] created a comprehensive corporate design for the airline in 1967. The crane logo was now always displayed in a circle which, on the livery, was yellow on an otherwise blue tailfin. Helvetica was used as the main typeface for both the livery and publications. The blue band and general paint scheme of the aircraft were retained from the previous livery.

Aicher's concept was retained in the 1988 design. The window band was removed, and the fuselage was painted in grey.

In 2018, Lufthansa changed their livery. The encircled crane was retained, and the background changed from yellow to dark blue. The vertical stabilizer and the rear fuselage were painted in dark blue, and the tail cone remained white. The main fuselage was painted in all white, and the brand name "Lufthansa" was painted above the windows, also in dark blue.

The company slogan is 'Say yes to the world.'<ref>{{cite web |url=https://www.kolle-rebbe.de/arbeiten/sayyestotheworld/ |title=Erleben ist das neue Haben |publisher=Kolle Rebbe |access-date=6 November 2019 |language=de |archive-date=6 November 2019 |archive-url=https://web.archive.org/web/20191106133423/https://www.kolle-rebbe.de/arbeiten/sayyestotheworld/ |url-status=live }}</ref>