Lufthansa
Top left to right: Redesigned Lufthansa coasters, boarding pass, brochures, and flight map.
The mastermind behind Lufthansa’s current logo was Otl Aicher, when he was commissioned to overhaul branding for the civil aviation company in 1962. Aicher coined the signature hue “melon yellow,” (also dubbed “Lufthansa yellow”) which branded the airline similar to the Coco-Cola’s association with red. Aicher’s work in corporate branding was holistic—his collaboration with Lufthansa resulted in significant branding outputs such as signage, stationery, logos, tickets, tableware, uniforms, and more.