Lufthansa Group unveils new brand identity to signal a more unified airline group

The Lufthansa Group has introduced a comprehensive new brand identity designed to strengthen cohesion among its airlines and enhance customer recognition of Group-wide services. The refreshed visual system includes an updated crane logo—now presented without its traditional circle—a new typeface, and an expanded colour palette featuring six additional tones meant to evoke altitude and capture the diversity of the Group.

According to Chief Commercial Officer Dieter Vranckx, the move reflects the company’s evolution from a loose family of carriers into an integrated aviation group. He described the redesign as a strategic milestone, aimed at providing clearer orientation for passengers, reinforcing trust, and offering a consistent brand experience across all touchpoints.

While each airline within the Group will retain its individual branding, the shared identity will be made visible through a unified “Member of Lufthansa Group” endorsement. Already introduced on digital boarding passes, websites, and 160 aircraft across the network, the label will expand next year to lounge entrances, airport materials such as baggage tags, and aircraft interiors.

The Lufthansa Group—one of the world’s largest airline groups by revenue and fleet size—operates five national airlines, additional leisure carriers, Lufthansa Cargo, Lufthansa Technik, and over 300 subsidiaries. The new branding aims to underscore this scale, streamline customer-facing services, and present a cohesive image as the Group continues to modernise its global aviation portfolio.