Lufthansa Group unveils new brand identity

Lufthansa Group is rolling out a new brand identity, featuring a refreshed logo, broader colour palette, and dedicated font, all reflecting its evolution into a unified airline group.

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 more clearly recognisable.

The rebrand reflects Lufthansa Group's evolution from a collection of airlines into an integrated airline group, according to Dieter Vranckx, chief commercial officer, Lufthansa Group. He said: “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 seeks to enable a holistic brand experience, provides orientation, and strengthens identification with the Lufthansa Group. It is recognisable by the iconic crane logo, which will be used for the group in the future without the surrounding circle. In addition, there is a new font and a colour 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. 



The airlines of the Lufthansa Group will keep their own brands under the umbrella of the strengthened group brand. The endorsement of “Member of Lufthansa Group,” which will appear on all aircraft belonging to the group’s airlines, signals 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.

Next year, 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 on board aircraft. 

MARKETING-INTERACTIVE has reached out to Lufthansa Group for more information.

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Back in November, Lufthansa Group partnered with digital bank Klarna and financial technology platform Adyen to offer travellers flexible payment options. Lufthansa Group customers can gain access to Klarna’s payment solutions—powered by Adyen’s global payments infrastructure—when booking travel experiences.

The collaboration highlights Lufthansa Group’s commitment to customer-centric innovation, Klarna’s mission to provide smarter payment solutions, and Adyen’s role as a reliable payments partner facilitating seamless global commerce. Together, these three companies are reimagining the travel booking experience to enhance transparency, convenience, and control for passengers.

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