Lufthansa Group has introduced a revised brand identity designed to present a clearer and more unified image across its airlines and associated businesses.
The initiative introduces a refreshed logo, colour palette and typeface, and reflects the organisation’s shift toward operating as an integrated airline group.
The updated identity is intended to make the role of the Lufthansa Group more visible to customers by consolidating service offerings under a recognisable umbrella brand. The visual changes are accompanied by a broader brand strategy aimed at reinforcing alignment among the Group’s airlines and companies.
Dieter Vranckx, Chief Commercial Officer of Lufthansa Group said: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.
A key change is the use of the crane symbol without the circular frame that has historically surrounded it. The refreshed design is supported by a new typeface and an expanded colour palette featuring six additional tones, which are described as representing altitudes from ground level to the upper atmosphere. Each airline within the Group will continue to operate under its own branding, but the strengthened Group identity will appear alongside it.
All Group airlines will feature the endorsement “Member of Lufthansa Group” on their aircraft. This designation has already appeared on digital boarding passes, websites and around 160 aircraft across the Group’s carriers.
During the coming year, the Group brand will also be introduced at lounge entrances worldwide, following initial implementation in Rome, Milan and Brussels. The label will additionally appear on airport materials such as baggage tags and on-board items.
Lufthansa Group is one of the larger airline groups in global aviation by revenue and fleet size. Its portfolio includes five national airlines, several leisure-focused airlines, Lufthansa Cargo, Lufthansa Technik, and more than 300 subsidiaries and affiliated businesses. The updated brand identity is intended to support cohesion across this network and provide passengers with a clearer understanding of the organisation that connects these entities.
