AG Book or Helvetica — AmericanAirlines and Lufthansa


They always say that the AmericanAirlines and the Lufthansa logo use Helvetica. However, the "a" or the "r" don't look like any version of Helvetica, but are very similar to AG Book.

So, do they use (some version of) Helvetica or AG Book? (Please see samples attached.)



AmericanAirlines.png27.7 KB
Lufthansa.jpg69.87 KB
Luft and AA in AG Book.gif11.55 KB
oldnick's picture

Look at the e in American, and the s in Lufthansa...

riccard0's picture

Look at the terminals of a, c, e, s. In AG Book they’re sloped, while in Helvetica (and in the logos) they’re horizontal.

RG's picture

So which version of Helvetica does AA use and which one does Lufthansa use?

Thanks again!


riccard0's picture

It almost certainly started as a pre-digital version and could very well have been tweaked to better fit in the logos. By the way the bold and black 'a' from (not Neue) Helvetica aren’t so different.

Jens Kutilek's picture

As far as I know, Lufthansa used the Berthold version of Helvetica.

Jan's picture

Isn’t AG Book the Berthold version of Helvetica?

RG's picture

Thank you all for your reply.

Jens & Jan - In fact, I started having my initial question after I had had a look at the letterforms of Helvetica on the Die Neue Haas Grotesk specimen book and on the Helvetica Plakat specimen book; these letterforms look neither like (not Neue) Helvetica nor like Neue Helvetica.

Looking at the logos in question, my first thought was that "Berthold Helvetica" (if it's the same as AG Book of Berthold) had been used.

Finally, what riccard0 has to say may be the reason; before the advent of the digital technology, especially with phototypesetting being around, it may be difficult to maintain consistent contours in letterforms.

I don't know...


RG's picture

Or even Berthold's Standard BQ Medium

RG's picture

Some info on Lufthansa (Source:

«Lufthansa uses its proprietary typeface Lufthansa, which is based on Berthold Helvetica.»

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