The Lufthansa Group has officially introduced its new brand identity, marking a strategic step toward modernizing its visual communication and strengthening consistency across all group airlines.
The updated identity aims to align the company with the demands of today’s digital-first environment while maintaining the core elements that define its long-standing corporate image.
Unified and Consistent Visual Language
The new identity adopts a cleaner, more streamlined design framework, featuring simplified color palettes, modern typography, and a digital-friendly aesthetic. This approach ensures that all brands within the Lufthansa Group present a cohesive, uniform appearance across customer touchpoints — from mobile applications and websites to printed materials and airport signage.
Evolution of Iconic Elements
Although the redesign introduces refreshed visual components, the Lufthansa Group retains the iconic crane symbol, one of the most recognizable logos in global aviation. The crane has been refined for improved clarity and adaptability, making it suitable for both digital interfaces and physical branding applications. The brand refresh balances modernity with continuity, preserving the company’s heritage while adapting it for future needs.
Gradual Rollout Across the Network
Implementation of the new brand identity will occur progressively. The first updates are already visible in the group’s digital channels, communication assets, and select customer-facing platforms. In subsequent phases, the rebranding will extend to aircraft liveries, lounges, airport wayfinding systems, and corporate materials, ensuring a smooth transition without operational disruption.
Strengthening Market Presence
Through this strategic rebranding, the Lufthansa Group seeks to reinforce the collective presence of its airline brands in the global marketplace. A consistent and modern corporate identity supports the group’s long-term objectives, enhances brand recognition, and reflects a forward-looking stance in an increasingly competitive aviation sector.
