The Lufthansa Group has unveiled a new brand design intended to visually emphasize the strength and unity of the airline group. The goal of the new brand identity is to more clearly communicate its future direction as an integrated airline group and to make its service offerings more consolidated and easily recognizable for customers. This new look marks a strategic milestone in the development of the world's fourth-largest airline group.
The most visible element of the redesign is the distinctive crane logo, which will now be used for the entire group without the surrounding circle. This is complemented by a new, proprietary typeface and an expanded color palette, including six new shades to represent the group's diversity. Dieter Vranckx, Chief Commercial Officer of the Lufthansa Group, explained that the new brand identity is a visual anchor of trust for customers and reflects a group-wide promise to passengers. He emphasized that the group is evolving from a collection of airlines into an integrated airline group.
Under the umbrella of the strengthened group brand, the individual airlines will retain their own brand identities. A new addition is "Member of Lufthansa Group," which will be displayed on all group aircraft to signal the unity of the airlines that do not carry the Lufthansa name. This addition was already introduced in 2025 on digital boarding passes, websites, and on 160 aircraft of various companies. Next year, the new group brand will also be more prominently displayed at lounge entrances worldwide, as is already the case in locations such as Rome, Milan, and Brussels.
The Lufthansa Group is one of the world's largest airline groups, operating five national airlines as well as other airlines, the cargo division Lufthansa Cargo, the maintenance company Lufthansa Technik, and over 300 subsidiaries. The introduction of the unified branding is intended to help passengers navigate the group's complex structure and strengthen their identification with the parent brand.