- A visual identity with new logo, color palette and typeface strengthen the Lufthansa Group's brand identity
- New brand strategy strengthens unity and synergies among all airlines and companies under one umbrella brand.
Singapore, 11 December 2025 – Today, the Lufthansa Group is presenting itself with a new design. 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 even more clearly recognizable.
Dieter Vranckx, Chief Commercial Officer Lufthansa Group:
“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.”
The new brand identity is recognizable 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 color 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 of aircraft.
About Lufthansa Group
The Lufthansa Group is an aviation group with operations worldwide. With 100,000+ employees from 164 nations worldwide, Lufthansa Group generated revenue of €37.6bn in the financial year 2024. Our largest business segment is Passenger Airlines while other key business segments include Logistics and Maintenance, Repair and Overhaul (MRO). Other companies and Group functions such as IT companies and Lufthansa Aviation Training form complementary components of the Group. All airlines and business segments play leading roles in their respective markets.