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A fresh look takes flight as Lufthansa Group launches new brand identity

By Mark Reif Published December 10, 2025

Indoors, Interior Design, Advertisement — Lufthansa Group / Lufthansa Group

Today, Lufthansa Group debuts its new look, with a new logo, color palette, and brand identity. The design aims to highlight the company’s strengths and will appear on bundled service offerings to further enhance brand recognition.

A new logo and color palette signal the group’s next chapter

The new brand identity begins with the well-known crane logo, now without a surrounding circle. New fonts impart a fresh personality while a six-tone color palette corresponds to different altitudes, emphasizing the company’s diversity. Still, individual airlines under the Lufthansa Group umbrella will retain their individual identities, with their aircraft exteriors displaying “Member of Lufthansa Group.”

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To date, the new logo has already shown up on websites, digital boarding passes, and 160 planes under the Lufthansa Group. In 2026, the new branding will appear at lounge entrances, having already done so in Brussels, Milan, and Rome. Additionally, “Member of the Lufthansa Group” will appear aboard aircraft and on baggage tags.

Dieter Vranckx, Chief Commercial Officer Lufthansa Group, said: “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”.

Mark Reif is a storyteller focused on the intersection of outdoor culture, travel, and design. From the peaks of Banff to the…

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