Lufthansa – A German airline that uses the font Helvetica.

The brand I have chosen to use is the Lufthansa, a German airline. The font Helvetica is already a universally used font because of how simple and sophisticated it looks. It is easily legible and captures modernism. The typeface itself is uniform which is another reason why it is easier to read. Since Lufthansa is an international airline, it’s important for the typeface to be legible and uniform so that people of all over the world and in every airport is able to read and recognize the brand immediately. The lack of ligatures and the uniformity of the ascenders in the font contribute to the recognizability of the font itself. The bowl of the “a” and the spine of the “s” are other examples of how uniform this font is. Lufthansa is a company who’s intent is to transport people all over the world and as such, they need a universal font that will connect everyone together in some way. Helvetica itself seems like a very down-to-earth, serious font and the company expresses that. According to the documentary that we watched in class on Thursday, graphic designers have a social responsibility and as such, choosing Helvetica as their font of choice was a good idea. Helvetica clean, neutral, and democratic and expresses efficiency within the brand of Lufthansa. Since Lufthansa is a globally known airline, this is a favorable thing for this company.