In 2018, Lufthansa’s crane logo turned 100. The airline saw this anniversary as an opportunity for a design relaunch in line with the new requirements of ever increasing digitalization and globalization. The brand’s strategic repositioning focuses on a new definition of "premium" and on having empathy for people in their various contexts. Accordingly, an iconic, minimalist corporate design has been developed that is contemporary and also expresses even higher quality than the previous version.