The Lufthansa Group has introduced a new design and refreshed brand identity aimed at strengthening its visibility as a unified global aviation leader. The update consolidates customer-facing services more clearly under the Lufthansa Group umbrella, while still preserving the distinct identities of its individual airline brands.
An Evolving Brand
“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,” said Dieter Vranckx, Chief Commercial Officer Lufthansa Group, in a media statement.
“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,” he continued.
At the center of the redesign is the Group’s iconic crane—now presented without its traditional circle. The updated identity also includes a new typeface and a broadened color palette featuring six additional tones inspired by the different layers of the sky, symbolizing the Group’s diversity and connectivity.
While Lufthansa, SWISS, Austrian Airlines, Brussels Airlines, Eurowings and the Group’s other carriers will maintain their individual branding, each aircraft will now feature a “Member of Lufthansa Group” endorsement. The label is intended to showcase the shared standards and operational unity across the Group’s airlines.
The branding is already rolling out across customer touchpoints, including digital boarding passes, websites and more than 160 aircraft. Travelers will begin to see the new Lufthansa Group identity at lounge entrances worldwide—already in place in Rome, Milan and Brussels—as well as on baggage tags and onboard materials.
For more information, visit lufthansagroup.com.
