Lufthansa Group launches new brand identity

A visual identity with new logo, color palette and typeface strengthen the Lufthansa Group's brand identity. New brand strategy strengthens unity and synergies among all airlines and companies under one umbrella brand.

Strategic Purpose
- The redesign is more than a visual refresh — it marks Lufthansa’s evolution from a group of airlines into an integrated airline group.
- Goal: Create a holistic brand experience that strengthens unity, trust, and recognition across all Lufthansa Group companies.

Visual Identity Changes
- Iconic Crane Logo: Now used without the surrounding circle, symbolizing openness and modernity.
- Typeface: New font introduced for a fresh, contemporary look.
- Color Palette: Expanded by six new tones, representing different heights from ground to sky, reflecting diversity within the Group.

Brand Integration
- All Lufthansa Group airlines retain their own brands but will carry the endorsement “Member of Lufthansa Group.”
- This endorsement is already visible on:
- Digital boarding passes
- Websites
- 160 aircraft across the Group
- By 2026, it will also appear at lounge entrances worldwide, baggage tags, and onboard materials.

Customer Impact
- Service offerings will be bundled under the Group brand, making them more recognizable and consistent.
- The new identity acts as a visual anchor of trust, reinforcing Lufthansa’s promise of reliability and quality.

Scale of the Group
- Lufthansa Group is the fourth-largest airline group in the world by revenue and fleet size.
- Operates:
- Five national airlines
- Lufthansa Cargo
- Lufthansa Technik
- 300+ subsidiaries and affiliates

This rebranding is positioned as a strategic milestone, aligning Lufthansa’s visual identity with its ambition to be seen not just as a collection of airlines, but as a unified, global aviation group.