Lufthansa Group has just unveiled a new brand identity, which is a visual element of the company’s goal of centralizing management of the individual airline brands, and bringing them all closer together.
Lufthansa Group’s new brand identity revealed
Lufthansa Group, the parent company of Lufthansa, SWISS, Austrian, Brussels, Discover, Eurowings, etc., has just unveiled a new brand identity. This will slowly start to be rolled out effective immediately, with a wider implementation in 2026.
As it’s described, “the goal of the new brand identity is to make the strength of the Lufthansa Group more visible,” and “service offerings will be bundled under the Group brand, making them even more clearly recognizable.”
The new brand identity is recognizable by the iconic crane logo, which will be used in the future without the circle surrounding it.
In addition, there is a new font and color palette, expanded by six new tones. The new tones are supposed to “represent 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 in the future, “signals the unity of the individual airlines that operate under a brand name other than Lufthansa.”
In 2026, 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 onboard aircraft.
Here’s how Dieter Vranckx, Lufthansa Group’s Chief Commercial Officer, describes this updated branding:
“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.”
For those curious, below is what Lufthansa Group’s branding was like before this change.
My take on the new Lufthansa Group branding
As easy as it can be to pick on Lufthansa Group, I actually think this is a pretty sensical rebranding. I don’t think this is any sort of a game changer that’s going to rock the boat, but the changes seem fairly thoughtful, in the scheme of things:
- I’m happy that the crane logo is staying, and I don’t have a strong opinion about the circle around it vs. not
- I’m also glad to see more branding that connects all the Lufthansa Group airlines, and think it’s logical that lounge entrances will increasingly have the Lufthansa Group branding
- I do find the range of colors being used to be a bit strange; for example, some signage will seemingly have various shades of blue, while other signage will have more of a gray or sand color, so that strikes me as being a little inconsistent
- I did find the old combination of dark blue and gray to be sterile, so at least the new range of colors is a bit warmer and more interesting
Bottom line
Lufthansa Group is introducing a new visual brand identity. The crane logo is sticking around (though without a circle around it), and Lufthansa Group will still be written in all caps (though with slightly different font).
The biggest changes are the range of colors being used in the background, plus that we’ll increasingly see the entire Lufthansa Group integrated more closely visually, including at the entrances of many lounges.
What do you make of Lufthansa Group’s updated visual identity?
