The Lufthansa Group has introduced a refreshed brand architecture aimed at strengthening its identity as an integrated airline group and enhancing brand recognition across its global portfolio. The new design underscores the Group’s evolution beyond a collection of individual airlines into a unified entity offering cohesive service experiences for customers.
Announcing the new identity, Dieter Vranckx, Chief Commercial Officer, Lufthansa Group, said, “The Lufthansa Group is evolving from a group of airlines into an integrated airline group. This new brand identity is a strategic milestone that builds trust and reflects our core brand values and commitment to passengers across all our airlines.”
The redesigned visual identity retains the iconic crane logo, now presented without the surrounding circle, symbolizing openness and modernity. It also introduces a refreshed font style and a color palette featuring six new tones—each inspired by varying altitudes from ground to sky—representing the Group’s diversity and reach.
While individual airlines will continue to operate under their own brands, the Group has introduced a unified endorsement tag, “Member of Lufthansa Group,” to appear across aircraft, boarding passes, websites, lounges, and on-ground materials. The label, already visible on about 160 aircraft and select digital platforms, is set for global rollout by next year.
The initiative reinforces the Lufthansa Group’s strategy to present a holistic brand experience, ensuring stronger recognition, customer trust, and alignment among its airlines including Lufthansa, Swiss, Austrian Airlines, Brussels Airlines, Air Dolomiti, and Eurowings.
