A journey through time via advertising

100 years of Lufthansa: This is not just 100 years of company history, but also a whole century of contemporary history in which society and technology have changed rapidly – and as a result, so have communication and media use.

A mirror of society

Advertising tells us a lot about the zeitgeist of a particular decade – about conventions and culture as well as about language. As one of the oldest and best-known brands in aviation, Lufthansa can, of course, look back on a wide range of advertising campaigns. For our anniversary, we've taken a closer look at an interesting selection for you.

Join us on a journey through time full of fascinating impressions, and learn how our airline communication has changed over the last 100 years.


“We’ll fly you”: Deutsche Luft Hansa takes off

As early as the 1920s and 30s, the young Luft Hansa understood what a powerful effect clear and striking advertising could have on a wide audience. Even early advertising posters show recurring brand elements, such as the name and the crane as a logo, as well as specific advertising promises: “We’ll fly you... in all weathers, regularly and comfortably.”

Even in the early days of aviation, it is made clear in a concise way that competence and reliability matter.

“We’ll fly you... in all weathers, regularly and comfortably.”

Scheduled flights at that time still primarily served destinations within Europe. “Fly to the seaside!”, one of the iconic campaigns of its era, promoted regular flights to seaside resorts. The headline may seem rather uninspired from today's perspective, but in combination with hand-drawn beach scenes, it successfully awakens the longing of people who, in those days rarely traveled, for a relaxing summer holiday by the North Sea or the Baltic.

A new beginning: at home all over the world

Experienced captains, friendly flight attendants and modern aircraft: By the middle of the century, long distances to North and South America are already being served daily – quickly and comfortably. Although Lufthansa is a newly established company from the 1950s onwards – German aviation and with it the first Lufthansa, stopped completely at the end of the war – the name, the logo and what the brand stands for remained the same.

“We speak your language everywhere"

Above all, the aspiration and promise to be “leading in service": “We speak your language everywhere" gives passengers the feeling of being in good hands with Lufthansa, no matter where they are in the world.

In accordance with the reading habits of the time, longer passages of text in daily newspapers reinforce and explain the headline’s service promise. In addition to impressive illustrations, thanks to the expanding mass use of photography real photographs of pilots and flight attendants are increasingly used to build trust.

Great taste in advertising: “Made in Germany”

Clever humor has been a popular component of advertising for as long as anyone can remember. By the 1970s and 80s at the latest, copywriters and art directors are finally mastering a style that raises the interplay between text and image to a new creative level.

While communication content continues to focus on familiar areas such as service, route network and safety, the presentation of these often takes on the tone of a sitcom: “No caviar this time, thanks!”– but instead a juicy piece of Westphalian ham in First Class, served directly by the head chef himself. The copy ends with a friendly wink: "You might even regret a little that your Boeing Jet flight ends so quickly. But it's all right – there is always the flight back. With Lufthansa. And another chance for us to wish you "Guten Appetit!" This is real service. Made in Germany and yet “at home all over the world.”

“There is a technician behind every second seat at Lufthansa”

Another example underlines safety and care, because “There is a technician behind every second seat at Lufthansa” – literally! Yet even without visualizations and witty copy, the simple listing of destinations from A to Z effectively illustrates the global route network. All that is needed to confidently position the brand as a leading airline: the name and logo.

“All for this one moment”: emotions take flight

Over the last 30 years, two feelings in particular have come to the forefront in communication: passengers’ longing [for travel] and passion for flying.

The latter is deeply rooted in the brand's core value, always with a view to the well-being of passengers: “All for this one moment.” Pilots therefore receive the best training, mechanics double-check every screw, flight attendants let you dream to the end – combined with visualizations of peace and comfort, this passion results in the clear claim of the 2000s:

"There’s no better way to fly."

Passengers’ longing, in turn, is linked both to the classic dream of flying, which has thrilled us since childhood, and to human connections. From feeling good in everyday life to grand emotions, advertising finally focuses more and more on humans and the traveler as an individual: “Nonstop you”, as the claim promises.

With the global campaign “Say yes to the world,” from 2018 onwards Lufthansa puts an open “yes” to the world and to new perspectives at the heart of its communication.

The current campaign, with its prominent “YES,” continues this promise: It translates the attitude into the everyday life of travelers and celebrates the many moments that arise from saying yes.

A century since take-off: historic motifs in a new guise

To mark the anniversary, we delved deep into the archive. This revealed fascinating advertising illustrations from the first half of the 20th century, which, with their contemporary charm, still effectively convey the brand values today. Together with four more recent illustrations, they tie together history, the present and the future and, as anniversary posters, represent the colorful diversity of our world.

Our anniversary campaign thus celebrates an entire century of the brand (1926–2026) and makes it clear that the crane will continue to stand for trust, quality, and modern hospitality in the future.

Learn more about the design history of the crane

From Otto Firle's first sketch in 1918 to the anniversary signet – the crane has also changed frequently over time yet always remained the same. Learn how this brand icon, which to this day defines Lufthansa’s identity, developed.

To the history of the crane

* This image has been edited and altered, among other methods, using artificial intelligence. The editing was carried out to adapt the content to contemporary ethical and visual requirements.