Last Friday, Discover Airlines received the German Design Award 2025 in the main category ‘Excellent Communications Design’ at a festive ceremony in Frankfurt. In the ‘Brand Identity’ category, the design of the brand, which was introduced with the rebranding in September 2023, was recognised and honoured in particular. Every year, the Design Award honours outstanding achievements in the categories of product design, communication design and architecture.
‘We are proud that our young Discover Airlines brand has once again been recognised. Since our brand launch in September 2023, we have focused on a clear, modern and emotionally appealing brand experience. The jury’s recognition shows that our design approach is working: a strong visual identity that creates recognisability, builds trust and focuses on the joy of travelling,’ says Anne Platten, Marketing Lead.
The Lufthansa Group’s leisure airline presented its new brand identity to the public on 5 September 2023 and was already honoured in June 2024 in the ‘B2C Brand Strategy’ and ‘Brand Strategy of the Year’ categories at the renowned German Brand Award.
The German Design Award has been one of the most prestigious cross-industry awards in the design landscape since 2012. The jury is made up of design experts from various nationalities and different industries. Products and projects from 59 countries were submitted for the year 2025.
