23 Sep 2012
Reading the proposal by Otl Aicher to reinvigorate the Lufthansa brand makes one wonder why more people aren’t conversant in the language of graphic design. It surrounds us, informs our decisions, defines our public spaces. And yet, reading the 1962 document, we find sentences like, “A unified aesthetic has the following advantages for a company: It makes the whole of a company easier for the public to recognize.” It’s astonishing that I write similar sentences in proposals, even now, 50 years later.
While it’s true that corporate communications have, in some cases, embraced much more dynamic approaches to visual identities, Lars Muller’s Lufthansa + Graphic Design is a reminder of how far the majority of businesses, organizations and institutions have to go to achieve the level of sophistication seen during the early 60s. The book is a tidy review of a seminal design project…worth adding to the collection.