Lufthansa Group has introduced a comprehensive brand identity refresh effective today. The primary aim of this change is to make the Group’s corporate structure and the overall strength of its service offerings more visible. With the new design, the company seeks to ensure that its services are more clearly understood under one unified umbrella brand.
One of the main elements of the new identity is the iconic crane logo, which will now be used without the surrounding circle. The redesign also includes a new typeface and an expanded color palette featuring six additional tones representing altitude levels from the ground to the sky. The airlines under the Lufthansa Group umbrella will continue to maintain their own brand identities. In addition, all aircraft belonging to the Group will carry the “Member of Lufthansa Group” label.
Lufthansa Group Chief Commercial Officer Dieter Vranckx emphasized the strategic importance of the rebranding, stating:
“The Lufthansa Group is no longer just an airline group but is evolving into an integrated airline group. Therefore, the new brand identity is not merely a visual redesign, but a significant strategic step. In a challenging environment, this new appearance creates a symbol of trust for our passengers. A visual identity in aviation cannot be limited to an attractive design. It must align with the values and promises we offer to our passengers across all our brands. The new brand identity provides a holistic experience, offers clear guidance, and strengthens the connection with the Lufthansa Group.”
