The Lufthansa Group has introduced a refreshed visual identity designed to underscore the organisation’s collective strength. For customers, service offerings will be consolidated under the Group brand, making them more immediately identifiable.
Dieter Vranckx, Chief Commercial Officer, Lufthansa Group, stated: “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 simply create an eye-catching appearance. It reflects 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.”
The new identity is characterised by the iconic crane, which will now appear without the surrounding circle when representing the Group. It is complemented by a new typeface and a broadened colour palette incorporating six additional tones. These colours symbolise varying heights from ground level to the sky, reflecting the Group’s wide-ranging operations.
While the airlines within the Lufthansa Group will retain their individual brands, they will sit more prominently beneath the strengthened Group umbrella. The endorsement “Member of Lufthansa Group,” already visible on digital boarding passes, websites, and 160 aircraft, signals the unity of the Group’s carriers. This designation will appear on all Group-operated aircraft and, from next year, will also be visible at lounge entrances worldwide, following initial rollouts in Rome, Milan, and Brussels. It will further feature on airport materials such as baggage tags and on-board items.
The Lufthansa Group ranks as the world’s fourth-largest airline group by revenue and fleet size. Its portfolio encompasses five national airlines, additional leisure-focused carriers, Lufthansa Cargo, Lufthansa Technik, and more than 300 subsidiaries and affiliated companies.
