You know, 'Discover Airlines' is kind of what some readers on this blog do when I review an airline they're unfamiliar with. Anyway.
Earlier this week I talked about Eurowings. To be honest, that was me laying the groundwork for another post in response to a new development in Lufthansa's quest to kill Eurowings.
I'm sure some but not all of you are familiar with the fact that Eurowings is incapable of going too long without a subsidiary-of-a-subsidiary. They were probably still feeling quite full from their main course of Germanwings when, in 2021, Lufthansa said it was time for another one.
Yay, new subsidiary! Just one problem.
Well, okay, that doesn't look like all that much of a change. But zoom in a bit closer. That's...yellow. That wasn't in the Eurowings livery at all. A seemingly minor change of logo disguises an actual new livery. Despite this, it hasn't stopped being quite...Eurow, if you know what I mean.
This screenshot contains multitudes. The fact that they haven't even changed the page title from Eurowings Discover. The fact that they call it the new leisure airline of the Lufthansa Group - yes, the only one, and it's new, it just started existing now, cross my heart and hope to die. The generally awkward phrasing even though this isn't my browser trying to translate it from German or something, this is actually the way it's written. Chef's kiss.
Happy to announce it, are you? I'm sure you are.
I'm surprised it took them this long. Honestly, I'm surprised they made another Eurowings to begin with. (Especially since Discover Airlines doesn't seem to be low-cost, given it offers business class. 'Cheaper than Lufthansa' is not the same thing as low-cost.) It's a pretty laughable and pathetic admission of their own failure, but to be honest it was obvious from day one that Eurowings Discover would be short-lived one way or another. Even on the old logo the 'discover' is about twice as large as the 'Eurowings', as if begging you to forget what airline this is. That's a reasonable thing to want people to do, since you'd probably like to not be stranded in Cuba for 60 hours during which you are technically an unauthorized arrival. Only one airline has ever provided that particular experience!
I did mention last time that it's weird Eurowings doesn't use any of that cyan up front, but here's the thing: if you just put it on white it's downright illegible. They may have realized this in their initial design of the livery. They then immediately did it anyway for Eurowings Discover! Some real mind experts on the job here. Anyway, I'm not going to comment on the Eurowings Discover livery because it's just the Eurowings livery with a word added.
Discover Airlines (the former Eurowings Discover) is a long-haul vacation airline, and they'd love to fly you to sunny destinations like Funchal, the Maldives, Corfu...Halifax... Alaska...or Tenerife, or maybe Gran Canaria if you're not feeling Tenerife for some reason. Or Ibiza!
Unfortunately Venga Airways has had its Air Operator's Certificate revoked and the Vengajet is currently in storage.
Discover Airlines' main competitor in this market is another German airline, condor. I said this before and I'll say it again - condor is worth a billion examples of Eurowhite dreck. There's a legitimate sort of fishhook theory where while I prefer a good livery to condor, I strongly prefer condor to an unsatisfyingly average livery despite the fact that I do think their planes are truly poorly designed. Sometimes a good concept just overpowers bad execution. And, to quote a friend of mine's quip about Unfriended (2014), a film with way too many good qualities to be Unfriended (2014), "it sucks but at least it does it well".
Surprisingly given this is the Lufthansa Group, the website actually contains a bit of insight into their creative process. Worryingly, this implies that there is something of a creative process and it's simply had these sorts of results. But let's dive into this and see if they've made any changes that aren't worse. Discover Airlines, like Icelandair, condor, Riyadh Air, and others, have included a page dedicated to the inspiration behind their livery and brand. All upcoming images, unless otherwise specified, are taken from this website.
Let's begin with the color scheme.
This palette is pretty interesting. Blue and yellow isn't unheard of, and blue with a yellow accent is the most common variant of this, but it's still a pretty uncommon color scheme. It helps that they're not common colors for flags, and even the countries that have it in their flags don't use it. Sweden is part of the SAS throuple instead of having its own flag carrier; Air Astana doesn't use yellow; and Palau and Barbados do not have flag carriers. This leaves Ukraine International Airlines as the only flag-derived user of this palette. I don't like yellow on its own, but I actually like it with blue for its distinctiveness. If you pick the right shades it can look pretty nice. Actually...
image: lufthansa bildarchiv
The most prominent user of this palette, in my own mind, is Lufthansa, back when Lufthansa had a livery I actually approved of, which I thought stuck out and which I miss dearly now. We've fallen so far since then, lost so much, but I wonder if this Discover Airlines palette is an intentional nod to the thing we were robbed of. Indeed, they mention at least the blue being an intentional homage:
Despite the distinctive character of the new design, our connection to the core brand Lufthansa is subtly indicated by elements like the dark blue and the wordmark in the Lufthansa font.
...and they're using Lufthansa's proprietary typeface, Helvetica Neuer. Joy.
At least when you make it larger and lighter colored it's not quite as cramped and you can sort of forget it's a hideous font. Something about the all-lowercase styling also cushions the blow by making it look intentional instead of, like I said when discussing Eurowings, not bothering to change from the default font on your word processor.
...well, it also uses the exact same livery layout as modern Lufthansa, that's for sure. Booo. I've gone on a lot about the eponymous Lufthansa Line and how abominably bad it looks on longer planes despite seeming deceptively decent on shorter ones, so let me just show you Discover Airlines's various planes.
Hmm, yeah. You can just see it getting less and less offensive from left to right. This is why this type of livery needs to adapt on different airframes to work, and airlines are so unwilling to do it.
This fuselage layout is so overdone I could probably end the post here, but I'm not going to, because I'm not done with their website. This is where this post actually gets a bit interesting.
Fittingly for an airline, it’s inspired by a view of the horizon. More specifically, by the various lines and color nuances that emerge when the blue of the sky meets the landscape. These “skylines” are the most important design element of our brand and arise from various blue tones as well as a sunny yellow.
(Why is all the copy on this website so awkwardly written?)
So, this concept...this is really good. I like this. I like something about Discover Airlines. This is a great idea for a leisure airline. And, like condor, a good idea won't spare you my wrath, but in this case, when it's so similar to so many Lufthansa Line liveries it does earn a few points from me. There's not much else to comment on, so you could be fooled for not realizing this, but there's actual lost potential here. It implies the Lufthansa Group is capable of some measure of improvement over time, which is disturbing.
This picture, featuring the deeply generic and sort of frumpy Discover Airlines cabin crew uniforms, represents me giving them a condescending high-five as a teacher might give a student aged in the single digits. Good job, sweetie!
No, seriously. The uniforms are fine to wear to summer brunch but very poor for cabin crew. I think you can buy this off-the-rack from Vineyard Vines. Also, that is the most pre-tied looking scarf I've ever seen.
I do like the use of the colors as well. The circular highlight, which keeps the tail stripes from being as boring as they might be, puts me in mind of the sun, or a lens flare. The balance of light and dark is tasteful, and I love the hint of yellow. My issue really starts and ends at the Lufthansa Line, that ever-present ruiner of liveries.
I think the solution was fairly obvious. And I'll probably do a Project Runway Runway on it, because I think I can make it happen with a mouse and keyboard - it's genuinely that simple. And that's about where the meaning the website offers ends, so that means it's time for my rating.
I find myself conflicted, much as I did with Eurowings. There's definitely enough here that I don't want to give it a D, but at the same time I do. I've given Lufthansa Line liveries grades as high as C+ in extenuating circumstances, and I stand by those, but I don't want to do it for concepts that don't translate to visuals, and I don't want to give it to liveries that I don't think are exceptionally good examples of adding elements which mitigate the archetype's inherent flaws. Given its modern relevance, at this point I despise Lufthansa Line adherents more than the old Deltalikes, and I think I'm going to make it a policy that they're all going to get D+ or below unless they really demonstrate something different. Or unless they only fly really stubby planes that the livery looks okay on, but basically no airline has that excuse. Discover definitely doesn't with their A330s.
But given this tangible improvement, given the visual interest added to the tail, given that they have an actual philosophy this time, is a D+ really fair?
...what am I talking about? I gave Saudia and Eurowings D+ for doing nothing despite actively liking how both of their liveries look. Discover missed the most obvious idea ever in order to toe the Lufthansa Line. They're not special and they're getting no mercy.
D+, for Discover
That's it for today! If I have enough time, I'll fit in a redesign as a bonus post later this week. It doesn't take a genius to know how to make this good. Maybe if they read my reviews, don't send me a cease and desist, and learn from my critiques, in the future the Lufthansa Group can Discover some decent liveries.
