Lufthansa Industry Solutions is "Winner" of the German Brand Award 2024

Norderstedt, June 14, 2024 - Yesterday evening, Lufthansa Industry Solutions (LHIND) was honored with the German Brand Award 2024 for the relaunch of its corporate design and its distinctive visual language as "Winner" in the "Corporate Services" category under the "Excellent Brands" discipline. The German Brand Award, established in 2016, is organized by the German Brand Institute, founded by the German Design Council and GMK Markenberatung. This annual award recognizes exemplary brand management, sustainable campaigns, and exceptional marketing projects by companies and agencies.

The German Brand Award jury commented on the LHIND award: "Lufthansa Industry Solutions has achieved something remarkable with the relaunch of its 2023 corporate design. The newly introduced, individual icon imagery and the colourful design skilfully visualise the core themes of diversity, collaboration and sustainability. This innovative approach not only solves the problem of visualising abstract IT services, but also sets a sustainable accent through the use of SVG formats. The well thought-out redesign makes a significant contribution to sharpening the brand and clearly stands out from the competition."

Unique and unmistakable look

The new visual identity of Lufthansa Industry Solutions, developed and implemented in-house by the LHIND design team, featured a unique and unmistakable look with a high recognition value. The individual icon imagery, illustrations, and infographics as well as the avoidance of general, cliché imagery, replace arbitrariness with uniqueness. This allows abstract IT topics to be presented in a visually consistent and comprehensible manner.

Using SVG format icons also promotes sustainability: with an average size of just 1.2 KB per icon, they are significantly smaller than pixel-based images. This results in a drastic reduction in storage space and transfer rate, making data volumes in presentations and print products significantly smaller and more energy-efficient.

The German Brand Award

The German Brand Award 2024 is divided into two disciplines: "Excellent Brands," which honors the best product and corporate brands in an industry, and "Excellence in Brand Strategy and Creation," which recognizes the strongest campaigns, concepts, and strategies in individual disciplines. Additionally, honorary prizes are awarded for special brand achievements.

The jury consists of independent, interdisciplinary experts from companies, academia, consulting, services, and agencies. Submissions are evaluated based on originality and brand typicity, brand distinctiveness, differentiation from competition, and target group relevance. Brand management is also assessed on aspects such as sustainability, degree of innovation, continuity, and future viability. Design quality of the brand image, consistency of brand experience, and economic success are also key factors in the judging process.