Lufthansa Group Unveils Refreshed Brand Identity

Lufthansa Group has unveiled a new visual brand identity, which includes a new logo, color palette and typeface.  The new brand strategy strengthens unity and synergies among all airlines and companies under one umbrella brand. 

Lufthansa Group's New Brand Identity Features the Iconic Crane Without a Circle, and a new Font - Courtesy Lufthansa Group

On Wednesday (December 10, 2025), the Lufthansa Group unveiled a new visual brand identity.  The goal of the new brand identity is to make the strength of the Lufthansa Group more visible. For customers, service offerings will be bundled under the Group brand, making them even more clearly recognizable.  The new brand identity retains the iconic crane logo, which will be used for the Group in the future without the surrounding circle.  Additionally, there is a new font and a color palette expanded by six new tones.  The latter represents different heights from the ground to the sky to reflect the diversity of the Lufthansa Group.

In Wednesday’s announcement, Lufthansa Group’s Chief Commercial Officer, Dieter Vranckx, said,

“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 just create an eye-catching appearance.  It will reflect 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.” 

With the visual identity refresh, Lufthansa Group airlines will keep their own brands under the umbrella of the strengthened group brand.  The endorsement of ‘Member of Lufthansa Group,’ will appear on all aircraft belonging to the Group’s airlines, signalling the unity of the individual airlines that operate under a brand name other than Lufthansa.  The addition was already introduced this year on digital boarding passes, websites, and 160 aircraft of various Lufthansa Group airlines.  In 2026, the Lufthansa Group brand will also be visible at lounge entrances worldwide, as is already the case in Rome, Milan, and Brussels.  The ‘Member of Lufthansa Group’ label will also be visible on materials at airports, such as baggage tags, and onboard aircraft. 

Elements of Lufthansa Group's New Visual Brand Identity - Courtesy Lufthansa Group

The Lufthansa Group is the fourth-largest airline group in the world in terms of revenue and fleet size.  The Group five national airlines, other private travel-oriented airlines, Lufthansa Cargo, Lufthansa Technik, and over 300 subsidiaries and affiliated companies under one roof. 

Source: Lufthansa Group