Lufthansa Group unveils new brand identity as part of subsidiary airline shakeup
Lufthansa Group has unveiled a new brand identity as part of its efforts to “evolve from a group of airlines into an integrated airline group”.
As part of the announcement on December 10, 2025, the Lufthansa Group launched a new logo, font and a color palette expanded by six new tones.
In September 2025, Lufthansa Group announced that its subsidiary airlines will lose some decision-making power as it looks to centralize some processes.
The plans included changes to the organizational structure, processes, financial management framework, and cross-group collaboration.
The new approach to integration will mainly involve Lufthansa, SWISS, Austrian Airlines and Brussels Airlines.
Lufthansa GroupIn a statement Dieter Vranckx, Chief Commercial Officer at Lufthansa Group said that the new brand identity is “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,” added Vranckx.
The new brand identity is recognizable by the iconic crane logo, which will be used for the Lufthansa Group in the future without the surrounding circle.
The six new tones are said to represent different heights from the ground to the sky “reflecting the diversity” of the Lufthansa Group.
The airlines of the Lufthansa Group will keep their own brands under the umbrella of the “strengthened group brand”.
Previous design of Lufthansa Group (Wirestock Creators / Shutterstock.com)The endorsement of “Member of Lufthansa Group,” will appear on all aircraft belonging to the Group’s airlines.
Lufthansa Group said this “signals the unity of the individual airlines that operate under a brand name other than Lufthansa”.
The addition was already introduced this year on digital boarding passes, websites, and 160 aircraft of various Lufthansa Group airlines.
Next year, the Lufthansa Group brand will also be visible at lounge entrances worldwide, as is already the case in Rome, Milan, and Brussels.
The “Member of Lufthansa Group” label will also be visible on materials at airports, such as baggage tags, and on board of aircraft.
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Lufthansa Group has unveiled a new brand identity as part of its efforts to “evolve from a group…
The post Lufthansa Group unveils new brand identity as part of subsidiary airline shakeup appeared first on AeroTime.
