This week, the Lufthansa Group unveiled a refreshed brand identity which is intended to showcase its growing strength and unify its many services under one recognizable global presence.
While the new branding looks very similar to the existing Lufthansa brand, the German airline group states that this new branding is intended to showcase its integration as an airline group, offering passengers a seamless experience across brands.
In this post:
Lufthansa Group Rebrands
Lifthansa Group is one of the three major airline groups the dominate Europe, alongside IAG (owners of British Airways, Iberia, and more) and Air France-KLM. The German company is the parent group of Lufthansa, SWISS, Austrian, ITA Airways, Brussels Airlines, Eurowings, and more.
The group also owns several aviation-related companies, including Global Load Control, Lufthansa Consulting, Lufthansa Flight Training, Lufthansa Systems and Lufthansa Technik.
At the heart of the new identity is the iconic Lufthansa crane, now presented without the circle that has surrounded it for decades. The new design also introduces a modern typeface and an expanded palette of six additional colors inspired by the various layers of the sky; symbolizing the diversity and altitude-spanning reach of the Lufthansa Group.
While each airline within the Group will maintain its own distinct branding, the strengthened umbrella identity will become more visible worldwide. All aircraft will carry a “Member of Lufthansa Group” endorsement, signaling a unified family of airlines. This label has already begun appearing on boarding passes, websites, and more than 160 aircraft. Passengers will see it expand to lounge entrances, baggage tags, and more through 2026.
Dieter Vranckx, Chief Commercial Officer of Lufthansa Group, said this about the change:
“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”.
My Thoughts
While I love the fact that Lufthansa Group is working to better integrate its member airlines, these changes don’t do much to move me one way of another. I’m happy that the carrier’s iconic crane is remaining but, it does feel like Lufthansa is still the dominant carrier for the group.
With the addition of ITA Airways and rolling out a new onboard experience on SWISS’ new A350s, the carrier has quite a bit to offer and I’m hoping this isn’t just a change for change’s sake. Only time will tell if all of the airlines under the Lufthansa Group banner will work more closely together of if this is just an excuse to add some new stickers to planes.
Summary
Lufthansa Group has unveiled a new corporate identity which is very similar to its predecessor. According to the airline, the new logo is meant to reflect the group’s brand strategies and reinforce the type of carrier that it wants to be.