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The Yellow Bird

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Submitted By Helen92
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The yellow bird
One of the most groundbreaking corporate design solutions of the twentieth century
By Helen Gerritzen
Birds are fascinating creatures, small yet powerful. They display a range of colors and expressions. Moreover ,certain birds characterize particular qualities. Everyone identifies with similes such as “ as wise as an owl”, “as proud as a peacock” and “as graceful as a swan”. All three parallels can be used in a logo to represent various aspects of a company. A yellow crane flying high above in the air surrounded by a yellow circle against a dark blue background. The idea of “as free as a bird” immediately comes to my mind when I see the effective design of Lufthansa´s logo (Designfollow,2012).
And this is where Lufthansa´s identity begins. A simple logo can represent a whole brand. In a very effective way.
But what is behind the logo that gives Lufthansa´s such a strong identity and makes them to one of the most attractive employers in Germany?
Clear Mission Statement
“We are Europe´s powerhouse connecting Europe with the world and the world via Europe with our global service.” (Lufthansa Group,2013)
First of all Lufthansa defines a clear, well written and concise mission statement. It acts as the perfect tool to develop in order to define the business's purpose, activities, and values.
People, Planet, Profit
The principle of people, planet profit matters because people do not trust business. They increasingly see companies as irresponsible, greedy and inhuman. Climate change, new technologies and economic crisis’s have accelerated new expectations.
Moreover, it matters because businesses need to reengage people, to understand their new priorities, rethink their role and propositions, work in new ways, and enable people to do more themselves. Furthermore the customer want the best things but also want to do “the right thing” and business leaders want to grow their business but in a more responsible way (People, Planet,Profit,2011). Firstly the customer is the center of attention within Lufthansa. They provide reliable services for passengers and the air cargo. Their strong corporations and alliances with partners for example Swiss, Jetblue Airways, Brussels Airlines, Austrian Airlines and Jet Airways strengthen them in the very competitive airline business. As the world leading aviation group, Lufthansa is the global leader in aviation services. Highly motivated and dedicated employees stand for superlative quality. The corporate culture and its value concept is defined by entrepreneurship and collaboration in an atmosphere of transparency, trust and diversity. Furthermore their target is to grow profitably and maintain a healthy financial structure, to enable investment in the development of the business, products and people. They are committed to sustainable development and assume their ecological, civic and social responsibilities. (Lufthansa, Group,2014)
Effective Employer Banding
Lufthansa ranks on the top ten of the most attractive employers in Germany. With powerful Employer branding Lufthansa is able to attract a lot of applicants willing to work for their company. This is very essential in a hard time of finding qualified personnel.
Lufthansa offers a wide range benefits to its employees. For example the initiative “Lufthansa Family time”. It is a special arrangement between the employer and employees in special circumstances so the employee can take time off to care for relatives, partners or children. Furthermore they offer sport, health and guidance. Employees can make use of competent advisors from Lufthansa´s own health and safety experts as well as medical services. The employee can contact the social counselling department for guidance both with professional and personal problems.
They attract with a caring image as an employer. They want you to be part of Lufthansa and fully feel committed to them. (Lufthansa,2014)
Learning &Development
“Together we will develop the goals for your personal/functional development”.
Lufthansa offers a wide range of learning and development opportunities that make it attractive to work for them and it is one of the biggest motivators for employees within Lufthansa. Comprehensive consulting and development, qualitative and quantitative feedback and evaluation of the employees potential, individual appraisal interviews are a few examples of effective HR initiatives that make sure that the employees employability is supported. (Lufthansa,2014)
Innovative HR solutions
Lufthansa was the first enterprise that started their own corporate University in 1998, the “Lufthansa School of Business” where training and development courses take place.
The initiative Working& Living is an extensive program that is developed for family, recreation, profession and finances to make sure that the employees work and life balance is in a healthy relationship. They believe that struggling in private life interferes with the profession and therefore they want to do their very best to support the employee to overcome those struggles. There are worldwide programs for development , the employee can change locations or departments if they wish to. Lufthansa supports this process and wants to be as flexible as possible when it comes to the desires of their employees. Lufthansa´s idea management gathers ideas from employees and when an idea is successfully implemented the employee will be rewarded with an appropriate bonus. This creates innovative thinking, out of the box thinking and entrepreneurship. Employees who have worked for longer than six months at Lufthansa can make use of discounted flight tickets for themselves, their family and life partners.
Values that you can identify with
One of Lufthansa´s core value is to aiming to promote a healthy relationship among employees based on mutual trust, respect and cooperation. They commit themselves to the values of team orientation, discipline, reliability, responsibility, commitment and excellence.
Does this make you enthusiastic and willing to work for Lufthansa?
It sure attracts me. It is their identity and their core values that I believe in. Lufthansa cares for their employees and wants to develop their employees to their fullest potential. They offer flexibility and attractive benefits. Working in an international environment, diversity and different cultures , a wide range of learning and development opportunities, these are just a few tempting examples of working at Lufthansa. And with all the benefits mentioned above I did not even consider the attractive salary Lufthansa offers. Powerful Social media
By promoting the corporate identity on social networks like Facebook, Twitter and Linkedin, Lufthansa is setting a powerful example of how to engage an audience and develop a distinct personality.
By further implementing innovative HR initiatives that enable the employees to develop, creating flexibility so the employees have a healthy work and life balance, I strongly believe that they can reach their goal of becoming the most attractive employer in Germany .
“Fly with us to reach your goals” (Lufthansa)

References
Designfollow. (2012). 20 of best bird logos – well designed and inspiring. Retrieved from : http://www.designfollow.com/design/logo/best-bird-logos-well-designed-and-inspiring

Lufthansa Group. (2013). Konzernstrategie - Wirtschaftliche Nachhaltigkeit - Lufthansa Group. Retrieved from: http://www.lufthansagroup.com/de/verantwortung/wirtschaftliche- nachhaltigkeit/konzernstrategie.html

Lufthansa Group (2014). Company portrait. Retrieved from : http://www.lufthansagroup.com/en/company/company.html

Lufthansa (2014). Lufthansa Aviation Group. Retrieved from https://www.be- lufthansa.com/en/companies/lufthansa-aviation-group/#/en/companies/lufthansa-aviation- group/working-living/

People, Planet, Profit (2011). How to embrace sustainability for smarter innovation and profitable growth. Retrieved from http://www.peopleandplanetandprofit.com/

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