Lufthansa Group Introduces New Brand Identity to Strengthen Unified Presence - Get updated on what's happening in tourism!

The Lufthansa Group unveiled its new brand identity today, presenting a refreshed visual design that aims to make the Group’s overall strength more visible and more recognizable to customers. Under the renewed strategy, service offerings across all Group airlines and companies will be more clearly bundled under the umbrella brand.

Chief Commercial Officer Dieter Vranckx emphasized the strategic significance of the redesign:

“The Lufthansa Group is evolving from a group of airlines into an integrated airline group. The new brand identity is therefore more than just a redesign; it is a strategic milestone. In a challenging environment, this step creates a visual anchor of trust for our customers. A visual identity in aviation must do much more than just create an eye-catching appearance. It will reflect our strategic brand values and a promise we want to make to our passengers across all our brands. The new brand identity enables a holistic brand experience, provides orientation, and strengthens identification with the Lufthansa Group.”

New Visual Elements Signal Unity and Modernization

A key element of the refreshed identity is the iconic crane logo, now used without the traditional surrounding circle. The Group also introduces a new typeface and expands its color palette by six additional tones representing heights from ground level to the sky — a visual metaphor for the diversity of the Lufthansa Group.

While the Group strengthens its umbrella brand, all Lufthansa Group airlines will retain their individual brand identities. The endorsement “Member of Lufthansa Group” will become a consistent marker of unity and appear across the fleet. The label already features on digital boarding passes, websites and on 160 aircraft, and will be extended next year to lounge entrances worldwide as well as airport materials such as baggage tags and onboard items.

A Global Aviation Leader Under One Umbrella

As the world’s fourth-largest airline group by revenue and fleet size, the Lufthansa Group brings together five national airlines, additional leisure-oriented carriers, Lufthansa Cargo, Lufthansa Technik and more than 300 subsidiaries and affiliated companies. The strengthened brand identity is designed to reflect this broad ecosystem and support a cohesive customer experience across all touchpoints.

Image Credit: © Lufthansa Group