The Lufthansa Group has unveiled a refreshed brand identity featuring a redesigned logo, an expanded colour palette, and a modern typeface. The overhaul aims to strengthen the Group’s collective presence and reinforce a more cohesive brand experience across all its airlines and subsidiaries worldwide.

The update reflects the Group’s strategic shift toward operating as an integrated airline entity rather than a collection of separate carriers. As part of this transition, more services and offerings will be bundled under the Lufthansa Group umbrella, creating a seamless and easily recognisable experience for passengers.

Dieter Vranckx, Chief Commercial Officer, Lufthansa Group, 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 create an eye-catching appearance. It reflects our strategic brand values and the promise we want to deliver across all our brands. The new identity enables a holistic brand experience, offers clear orientation, and strengthens identification with the Lufthansa Group.”

A standout feature of the new visual system is the updated crane symbol – now depicted without its classic circular frame. The open design represents uplift, openness, and the Group’s forward-looking vision. The colour palette has also been expanded to include six new shades inspired by different altitudes, capturing the scale and diversity of the Group’s global operations.

While the Group brand grows stronger, each airline within the portfolio will continue to maintain its unique identity. To reinforce unity, all aircraft across the Group will carry the endorsement “Member of Lufthansa Group.” This tag has already been introduced on digital boarding passes, websites, and 160 aircraft, and will soon be visible across lounge entrances, airport touchpoints, and onboard materials.

The refreshed identity marks an important milestone for the aviation leader, laying the groundwork for a cohesive, recognisable, and future-ready global brand experience.