Lufthansa Group has introduced a new design on December 11, 2025 aimed at making the strength of the group more visible. Service offerings will be bundled under the group brand, creating clearer recognition for customers.
The new identity is centred on the crane logo, which will now be used without the surrounding circle. A new font and an expanded colour palette of six tones have also been introduced, representing different heights from the ground to the sky and reflecting the diversity of the group.
While the airlines within Lufthansa Group will retain their individual brands, they will operate under the umbrella of the strengthened group identity. The endorsement “Member of Lufthansa Group” will appear on all aircraft belonging to the group’s airlines, signalling unity across carriers that operate under names other than Lufthansa.
This endorsement has already been introduced on digital boarding passes, websites, and 160 aircraft across the group. In 2026, the branding will extend to lounge entrances worldwide, as already seen in Rome, Milan, and Brussels, and will also be visible on airport materials such as baggage tags and on board aircraft.
The initiative is intended to provide a consistent brand experience and reinforce customer trust. It marks a step in the group’s evolution from a collection of airlines to an integrated airline organisation, with a unified identity across its services and products.
Dieter Vranckx, chief commercial officer Lufthansa Group, said: “The new brand identity is 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.”
