In the future Lufthansa will use corporate sound to shape aural perceptions of its brand. Explaining the reasons for optimizing brand strategy, Benita Struve, brand manager at Lufthansa, says: “Through sound branding, we will engage an additional sense. In connection with visual branding, it will substantially strengthen our brand message.”

Similar to corporate design, corporate sound is an integral component of corporate identity. In cooperation with MetaDesign, Lufthansa developed the foundation for its world of sound based on brand values. In addition to a sound logo, the most important components of its sound concept are the corporate soundscape and corporate music.

Used in ring tones and music on hold, at trade shows and events, and in radio and TV commercials, the corporate sound program is progressively enhancing the Lufthansa brand experience. In the future, corporate music and a Lufthansa corporate song will also be played when passengers board planes.