The Lufthansa Group has introduced a refreshed brand identity designed to strengthen its global presence and reflect its evolution into an integrated airline group. The update marks a defining moment as the Group shifts from a collection of individual airlines to a unified aviation powerhouse. The change seeks to enhance visibility, simplify brand recognition, and present a cohesive identity across all customer touchpoints.
This transformation represents a key strategic step as the competition within global aviation intensifies. A stronger, more recognizable brand will help the Group highlight its expanded service portfolio and reinforce customer trust.
A Strategic Move Toward Stronger Global Positioning
According to Lufthansa Group leadership, the rebrand is not merely a design update but a long-term strategic decision. The Group aims to anchor its values—reliability, innovation, and service excellence—within one strong visual identity. This shift supports its transition into a streamlined, integrated aviation network that delivers a consistent travel experience across all its airlines.
The new identity builds a clearer connection to the Group’s vision for the future. It reflects confidence and presents an image suited to modern travellers who seek clarity, efficiency, and dependable service.
A Modern Crane Symbol and Expanded Color Palette
Updated Crane Emblem
The iconic crane, long associated with Lufthansa, now stands at the center of the Group-wide identity. For the first time, the symbol represents the entire airline family. The new version—cleaner and circle-free—offers a sleek, modern interpretation that aligns with the Group’s forward-looking strategy.
Fresh Color System
The updated brand palette includes six new color tones inspired by sky and altitude gradients. These hues allow for more flexibility across digital and physical platforms, enhancing readability and visual harmony. The palette also reflects the Group’s dynamic portfolio, which ranges from national carriers to cargo, private travel services, and technical aviation solutions.
Refined Typography
A newly designed typeface improves clarity and supports the Group’s emphasis on easy navigation through its services. The typography complements the modern crane symbol and ensures consistency across global markets.
Strengthening Unity Across All Lufthansa Group Airlines
While each airline within the Group—such as Lufthansa, SWISS, Austrian Airlines, Brussels Airlines, and Eurowings—will maintain its unique identity, all will clearly signal their membership within the Lufthansa Group.
“Member of Lufthansa Group” Label
This endorsement will now appear on aircraft of all Group airlines, creating a unified presence. It strengthens customer trust by indicating shared safety standards, service values, and operational reliability.
Brand Rollout Across Customer Touchpoints
The new identity is already visible on:
- digital boarding passes
- airline websites
- mobile applications
- 160 aircraft across the Group
Starting next year, the new branding will appear at lounges and airport service points worldwide, including major hubs such as Brussels, Milan, and Rome. Airport materials—like baggage tags and signage—will also carry the updated identity, creating a seamless experience from check-in to arrival.
A Global Aviation Leader Reinforces Its Presence
The Lufthansa Group ranks among the world’s largest airline networks, operating five national airlines, multiple specialized carriers, and over 300 subsidiaries. It remains a major force in European and global aviation with:
- one of the largest fleets worldwide
- extensive passenger and cargo operations
- advanced technical and maintenance divisions
The unified branding will help the Group present its full scale and capabilities more effectively. This will support expansion, improve recognition, and maintain a strong competitive edge.
Enhancing the Passenger Experience Through Consistency
The rebrand focuses on improving the traveller’s experience across the entire network. A consistent identity helps passengers navigate services more easily, whether booking flights, using lounges, or connecting across multiple Group airlines.
Benefits for Travelers
- clearer orientation across airports and digital platforms
- stronger sense of reliability and trust
- smoother transitions between Group airlines
- cohesive service expectations, regardless of carrier
The unified identity also lays the foundation for future digital enhancements and customer-focused innovations.
A New Visual Language for a Unified Future
Lufthansa Group’s refreshed brand identity marks an important chapter in its journey as an integrated global aviation leader. The introduction of a modern crane symbol, expanded color palette, and harmonized visual system reflects the Group’s ambition to deliver a seamless, trustworthy, and forward-thinking travel experience.
As global travel continues to evolve, the new identity positions the Lufthansa Group to grow with confidence and strengthen its bond with passengers worldwide.
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