Mumbai: The Lufthansa Group has announced the launch of its refreshed brand identity, introducing a redesigned logo, expanded colour palette, and new typeface. The updated visual identity aims to make the Group’s collective strength more visible and reinforce cohesion across all its airlines and subsidiaries.
The new strategic approach marks a significant shift as the organisation positions itself as an integrated airline group rather than a cluster of independent carriers. Under this refreshed identity, service offerings will be increasingly bundled under the Group brand, making them more recognisable and seamless for customers.
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 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.”
A key highlight of the makeover is the modernised crane symbol, now presented without its traditional circle, symbolising openness and elevation. The new colour palette adds six tones representing varying altitudes—capturing the breadth and diversity of the Lufthansa Group and its global operations.
Although the Group identity has been strengthened, individual airlines under the Lufthansa Group umbrella will continue to retain their own distinct branding. To emphasise unity, the endorsement “Member of Lufthansa Group” will be featured on all aircraft belonging to the Group’s airlines. This label has already been rolled out across digital boarding passes, websites, and 160 aircraft, and will soon extend to global lounge entrances, airport materials such as baggage tags, and onboard elements across the fleet.
The revamped visual identity marks a new chapter for the aviation major, setting the foundation for a unified, recognisable, and future-ready global brand experience across markets.
