Lufthansa Group Launches New Brand Identity for a Unified Future

The Lufthansa Group has officially revealed a refreshed brand identity, its most significant visual update in years, designed to spotlight the strength and cohesion of its multi-airline portfolio. The new look aims to make the Group’s collective services clearer and more recognizable for customers, while preserving the individual character of each airline under its umbrella.

A Modern Take on an Icon

At the heart of the redesign is the Group’s timeless crane logo. In a major shift, the crane will now be used without its traditional surrounding circle, symbolising openness, clarity, and a forward-looking brand vision.

The visual refresh also introduces a new font and a color palette expanded by six new tones, each representing different heights from the ground to the sky: capturing the diversity, reach, and dynamic spirit of the Lufthansa Group.

Stronger Together: “Member of Lufthansa Group”

While the Group is unifying its visual identity, its airlines including Austrian Airlines, SWISS, Brussels Airlines, Eurowings, and others will continue to retain their own well-loved individual brands.

To reinforce group unity, all aircraft operating under the Group will feature the endorsement “Member of Lufthansa Group.” This signature already appears on digital boarding passes, airline websites, and 160 aircraft across the network.

The branding will continue to roll out globally, with lounge entrances worldwide adopting the new identity in 2025. Airports including those in Rome, Milan, and Brussels have begun showcasing the updated look, with more to follow.

Passengers can also expect to see the updated label on airport materials such as baggage tags, as well as onboard touchpoints, creating a more connected and seamless experience throughout their journey.