Lufthansa Corporate Type

Considering constructions

The Lufthansa brand combines high-tech precision and premium service paired with friendliness. Therefore we tried to find the ideal balance between constructed forms and optical corrections. We developed a grid-based design that features “functional” proportions, keeping an eye on reading rhythm and usability. As a result, a human touch shows underneath curves and details.

In order to achieve the most possible compact look that lets every word appear like a logo, we designed curves with more tension than one would usually do in the design of a conventional geometric typeface. This trick leads to the appearance of smaller white spaces and more compact words. To take this step even further, we analysed different letterforms of the alphabet architecture and explored how far we could go in minimising white space between characters – without losing their overall elegance and definition. A key to the new appearance is the balance between black and white shapes.

