The Lufthansa Group has announced a significant rebranding initiative, launching a new visual identity designed to strengthen its position as an integrated airline conglomerate. The transformation, unveiled on December 11, 2025, represents a strategic evolution that goes beyond mere aesthetic changes, aiming to create a unified brand experience across all Group operations.
At the heart of this rebranding effort is a reimagined visual system featuring several key elements. The iconic crane logo, long synonymous with Lufthansa, will now appear without its traditional surrounding circle when representing the Group. This streamlined approach is complemented by a custom typeface and an expanded color palette incorporating six new tones. These colors have been carefully selected to represent various altitudes – from ground level to the expansive sky – symbolizing the diversity and breadth of the Lufthansa Group’s operations.
According to Dieter Vranckx, Chief Commercial Officer of Lufthansa Group, this transformation marks a pivotal moment in the company’s evolution. “The Lufthansa Group is evolving from a group of airlines into an integrated airline group,” Vranckx explained. He emphasized that the new brand identity transcends traditional redesign concepts, serving instead as a strategic milestone that provides customers with a visual anchor of trust in an increasingly challenging aviation environment.
The rebranding strategy carefully balances unity with diversity. While the overarching Lufthansa Group brand gains prominence, individual airline brands within the portfolio will maintain their distinct identities. This approach is reinforced through the “Member of Lufthansa Group” endorsement, which will appear on all Group aircraft operating under different brand names. This designation signals the collective strength and unity of the organization while respecting the heritage and market positioning of individual carriers.
The rollout of this new identity has been methodical and comprehensive. Earlier in 2025, the “Member of Lufthansa Group” label was introduced on digital boarding passes, websites, and approximately 160 aircraft across various Group airlines. The expansion continues with plans to make the Group brand visible at lounge entrances worldwide throughout the coming year, building on existing implementations in Rome, Milan, and Brussels. Additionally, the branding will extend to airport materials including baggage tags and onboard aircraft elements.
For customers, this transformation promises enhanced clarity and recognition. Service offerings will be consolidated under the Group brand umbrella, making it easier for passengers to identify and access the full range of benefits available across the Lufthansa ecosystem. The unified brand experience aims to provide better orientation for travelers while strengthening their identification with the Lufthansa Group.
As one of the world’s leading aviation groups, Lufthansa operates with a workforce exceeding 100,000 employees representing 164 nations. The company generated €37.6 billion in revenue during the 2024 financial year. Beyond its core Passenger Airlines segment, the Group encompasses significant operations in Logistics, Maintenance, Repair and Overhaul (MRO), IT services, and aviation training, with each division maintaining leadership positions in their respective markets.
This comprehensive rebranding reflects Lufthansa Group’s commitment to presenting a cohesive, trusted identity that resonates with modern travelers while honoring its aviation heritage.
