Lufthansa Marks 100 Years of History with a Visual Campaign

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4 days ago

Lufthansa has launched a global campaign to commemorate the 100th anniversary of its founding, a milestone the German airline is using not only to look back but to reinterpret a century of aviation from a contemporary and strategic perspective. Far from presenting itself as a classic retrospective, the initiative proposes a visual and emotional journey through the decades, integrating history, brand identity, and vision for the future.

The campaign was officially launched this Thursday and will be active, in its first phase, until April 6th—a symbolic date marking the first flight of Lufthansa’s inaugural aircraft on April 6, 1926. Since then, the name Lufthansa has been associated with a pioneering spirit, technological innovation, and the global connection of people—values the company seeks to reinforce on this milestone anniversary.

A Century of Aviation Translated into a Modern Visual Language

The central focus of the campaign is translating 100 years of brand history into a current visual universe, capable of resonating with both long-time audiences and new generations. To achieve this, Lufthansa has combined historical illustrations, graphic styles characteristic of each era, and iconic aircraft models with contemporary motifs and real images of today’s Lufthansa.

The result is a visual panorama that intertwines past, present, and future, showing the airline’s evolution without breaking the continuity of its identity. This approach highlights how certain cultural, aesthetic, and operational elements have changed over time, while other core values have remained constant.

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The creative development of the historical motifs was handled by the agency Serviceplan, which reinterpreted the original material to adapt it to current visual codes without losing historical fidelity.

One of the campaign’s key messages is that Lufthansa’s history is not explained solely through aircraft, routes, or technological milestones, but through the people who made it possible. This is emphasized by Michelle Mynhardt, Head of Brand Marketing and Customer Relations at Lufthansa, who states:

“Lufthansa’s 100th anniversary represents a story carried by people: by both the employees and the passengers who have placed their trust in the brand across generations.”

This approach humanizes the corporate narrative and reinforces the emotional connection with customers and employees—an aspect especially relevant in the context of the airline industry’s constant transformation.

Physical Presence in Major German Hubs

The campaign will have a prominent, large-scale presence at some of the main nerve centers of German aviation. Visual elements are planned to be displayed especially visibly at Frankfurt, Munich, and Berlin airports—three key infrastructures for both Lufthansa’s domestic and international traffic.

Beyond this first wave, the airline has already confirmed there will be new publications and activations throughout the anniversary year, suggesting a sustained communication strategy not limited to a one-off event.

With this campaign, Lufthansa celebrates 100 years of history and reaffirms its identity as one of the most influential brands in global commercial aviation. By opting for a modern, emotional, and multigenerational visual narrative, the airline demonstrates that its legacy is not an exercise in nostalgia, but a solid foundation upon which to build its next century of operations.