The Lufthansa Group on Wednesday (10 December) unveiled new branding to “unify” its expanded portfolio of airline brands.
The aviation giant, which also owns Austrian Airlines, Brussels Airlines, Swiss, Eurowings and a minority stake in Italy’s ITA Airways, said the move will “strengthen” the group brand and make it “more visible”.
“The Lufthansa Group is evolving from a group of airlines into an integrated airline group. The new brand identity is therefore more than just a redesign; it is a strategic milestone,” said Lufthansa Group chief commercial officer Dieter Vranckx.
“In a challenging environment, this step creates a visual anchor of trust for our customers…The new brand identity enables a holistic brand experience, provides orientation and strengthens identification with the Lufthansa Group,” he added.
The new brand identity features Lufthansa’s crane logo, which will be used for the group without the surrounding circle. There’s also an expanded colour palette, with six new tones to reflect the diversity of the group.
Individual airlines will retain their own brands; however, the tagline ‘Member of Lufthansa Group’ – which was introduced on digital boarding passes, websites and some aircraft earlier this year – will be added to all aircraft.
For customers, service offerings will be bundled under the group brand and, from 2026, will also be visible at lounge entrances worldwide, the company said.