COLOGNE- Lufthansa Group, parent of Lufthansa (LH), SWISS (LX), Austrian Airlines (OS), Brussels Airlines (SN), Discover Airlines (4Y), Eurowings (EW), and others, unveils a new brand identity. This visual update supports centralized management and draws airlines closer together.
All airlines part of the group will adopt the updated framework as the Lufthansa Group rolls out a consistent visual language. The redesign supports centralized brand management and makes the Group’s collective strength more recognizable to passengers.
Lufthansa Group Unified Brand Identity
Lufthansa Group has introduced a comprehensive brand identity update to support its evolution from a collection of individual carriers into an integrated airline group.
The iconic crane will now appear without the surrounding circle, resulting in a cleaner and more contemporary mark. The Group will also use a refreshed typeface while retaining the tradition of writing “Lufthansa Group” in all caps.
The color palette expands by six new tones designed to reflect different heights from the ground to the sky. These tones were selected to illustrate the Group’s diversity and strengthen the visual relationship between its airlines.
The redesigned system supports digital and physical use cases and aims to provide clear orientation across touchpoints.
The new identity begins rolling out immediately and will see broad implementation in 2026. All aircraft will display the “Member of Lufthansa Group” endorsement to highlight the unified ecosystem, even when operating under individual airline brands.
This endorsement represents the Group’s intent to bundle service offerings more clearly under a single recognizable umbrella.
Purpose Behind the Change
The new identity is positioned as a strategic milestone for brand cohesion. Leadership emphasizes that aviation branding must guide passengers, create trust, and support consistency across multiple airlines.
The redesign offers customers a holistic brand experience by ensuring all Group airlines are connected through shared visual cues.
Dieter Vranckx, Chief Commercial Officer of Lufthansa Group, stated that the update is more than a redesign and acts as a visual anchor in a challenging environment. He explained that the identity reflects brand values, supports the Group’s promise to passengers, and strengthens identification with the Lufthansa Group.
Expanded Presence at Airports and Lounges
Passengers will see the updated identity across airports and onboard environments as the rollout progresses.
Lounge entrances will adopt the new branding globally by 2026, following early implementation in Rome, Milan, and Brussels.
The “Member of Lufthansa Group” label will appear on baggage tags, service counters, printed materials, and onboard items, creating a consistent experience throughout the travel journey.
The previous dark blue and gray color scheme, often viewed as sterile, will be replaced with warmer and more diverse tones.
While the wider range introduces some variation between blues, grays, and sand colors, it is intended to reflect a natural vertical gradient and modernize the Group’s visual presence.
Customer Perspective and Practical Impact
From a customer standpoint, the retention of the crane logo protects the Group’s longstanding brand heritage while supporting clarity across airlines. The absence of the circle simplifies the symbol for digital-first environments.
The introduction of Group branding at lounges and service points enhances navigation, especially for passengers transferring between different Lufthansa Group carriers.
Although some may view the wide range of new tones as inconsistent at first glance, the palette aims to create a warmer and more engaging experience than the previous visual system. This approach positions the Group for greater cohesion while preserving each airline’s distinct identity.
Bottom Line
Lufthansa Group’s new brand identity represents a strategic step toward a unified visual ecosystem across its airlines.
The updated crane, revised typography, new color palette, and Group-wide endorsement label will reshape how passengers interact with the brand.
By 2026, the changes will be visible across aircraft, lounges, airports, and onboard materials, marking a full transition toward a more integrated and recognizable Group presence.
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