Lufthansa Group Launches Fresh Brand Identity Amid Airline Restructuring

Lufthansa Group has recently revealed a fresh brand identity aimed at transforming from a collection of airlines into a unified airline group.

On December 10, 2025, the Lufthansa Group introduced a new logo, font, and an expanded color palette featuring six additional shades.

In September 2025, the group also announced an organizational shift, indicating that its subsidiary airlines would see a reduction in decision-making authority to facilitate centralization of some processes.

These changes encompass adjustments to the organizational framework, financial management, and enhanced collaboration across the group.

The integration strategy primarily involves Lufthansa, SWISS, Austrian Airlines, and Brussels Airlines.

In a statement, Dieter Vranckx, Chief Commercial Officer at Lufthansa Group, emphasized that the new brand identity is “more than just a redesign; it marks a strategic milestone.”

“In a challenging environment, this step establishes a visual anchor of trust for our customers. A visual identity in aviation must transcend mere aesthetics. It should embody our strategic brand values and the promise we commit to our passengers across all brands. Our new identity fosters a holistic brand experience, providing clarity and strengthening allegiance with the Lufthansa Group,” Vranckx elaborated.

The new brand identity will prominently feature the iconic crane logo, now used by the Lufthansa Group without its surrounding circle.

The introduction of six new colors symbolizes different altitudes, aimed at illustrating the diversity within the Lufthansa Group.

Each airline under the Lufthansa Group will maintain its individual brand while contributing to a more robust group identity.

The designation “Member of Lufthansa Group” will now appear on all aircraft operated by the Group’s airlines.

This addition signifies the cohesion among the various airlines that operate under distinct brand names apart from Lufthansa.

It was already implemented earlier this year on digital boarding passes, websites, and across 160 aircraft belonging to different Lufthansa Group airlines.

In the coming year, the Lufthansa Group branding will also be present at lounge entrances globally, similar to current visibility in Rome, Milan, and Brussels.

The “Member of Lufthansa Group” label will further extend to airport materials, like baggage tags, and within the aircraft interiors.

What do you think about this shift in branding and strategy for the Lufthansa Group?