While I agree with the view that the new image is bland, I think Lufthansa found itself in a tricky position with its logo through no fault of its own.
Picture the traditional Lufthansa logo. Now, remove the crane. What’s left, is it Lidl or IKEA?
The company found itself with an image that was very close to two other well-known companies. A good marketing team can build an argument for spending money based on that.
JAS