LSG Sky Chefs is a German company owned by Deutsche Lufthansa that provides airline catering. This month it introduced a new brand for its "in-flight equipment" business that provides catering and other items needed on board, including salt packets, soap, plastic cups and those tall trolleys. These activities now stand autonomous under the brand name Spiriant, developed by Interbrand Hamburg.
The new name should be associated with "innovation, inspiration and confidence", while the icon combines an ampersand, associated with commercial partnerships, and a plus sign.
"The name SPIRIANT, alongside the tagline “where inspiration meets performance,” represents the company’s can-do attitude and evokes associations with innovation, inspiration and confidence. Its logo, a combination of the soft commercial partnership symbol (&) and the more functional plus sign (+), demonstrates how the company will create value: by adding emotion to function, design to technology and inspiration to performance." - Press release