The Lufthansa Group has presented a refreshed visual strategy aimed at more clearly highlighting the unity and identity of all companies and brands under its umbrella. It is one of the most extensive corporate design updates in recent years, intended to create a more consistent market presence and reinforce the Group’s position as a leading global aviation conglomerate.
This step is part of a broader visual transformation that began several years ago, when Lufthansa phased out its classic livery featuring the yellow crane in a circle and the grey belly, replacing it with a modern “eurowhite” design and a dark-blue tail. Lufthansa’s traditional yellow was gradually reduced to an accent colour, while blue and white became dominant across corporate communications. The newly presented Group-wide identity represents a continuation of that process, extending the visual evolution beyond the airline itself.
According to the company, the new identity is not merely an aesthetic redesign but a strategic element of Lufthansa Group’s shift from “a group of airlines” to “an integrated airline group.” Chief Commercial Officer Dieter Vranckx described the new identity as a “visual anchor of trust” that should reflect the Group’s core brand values and provide clear guidance to passengers across all touchpoints.
The most visible change concerns the logo: the iconic crane will now appear on its own, without the circular frame that had been part of the Lufthansa brand for decades. The update also introduces a new typeface and a colour palette expanded by six additional tones representing the transition from ground to sky, symbolizing the diversity within the Group.
Member airlines—including Lufthansa, SWISS, Austrian Airlines, Brussels Airlines and Eurowings—will retain their individual branding while being more clearly connected to the Group. All aircraft will feature the Member of Lufthansa Group label, which has already been introduced on digital boarding passes, websites and on 160 aircraft across the fleet. Throughout next year, the new visual identity will also appear at lounge entrances worldwide, as well as on baggage tags and other airport materials, and inside aircraft cabins.
The refreshed design aims to deliver a cohesive customer experience, improve orientation within the Group’s broad service portfolio and reinforce the shared identity of its various brands. Lufthansa Group remains the world’s fourth-largest airline group by revenue and fleet size, with five national carriers, dedicated cargo and technical divisions, and more than 300 subsidiaries and affiliated companies. The new branding is intended to support the next phase of the Group’s integration and long-term development.
