Lufthansa Group has revealed a renewed brand image aimed at more clearly showcasing its evolution into an integrated model. According to the company, this update seeks to unify the perception of its full range of services under a solid corporate presence that is easy to identify and consistent for every passenger.
Vision Behind the Redesign
Dieter Vranckx, Commercial Director, highlighted that this transition marks a strategic milestone. He explained that the organization has moved beyond being a collection of airlines to become an articulated group capable of offering a homogeneous experience. He added that in a highly competitive sector, a visual identity must convey trust, guide the traveler, and express distinct values. With this approach, the new proposal aims to solidify that promise across all touchpoints.
Key Elements of the Identity
The crane emblem remains the central symbol, although it now appears without the surrounding circle. A distinct typography and an expanded chromatic palette with six tones have also been introduced, representing various altitudes from the ground to the sky. With this decision, the company wants to reflect the diversity of the group operating under its corporate umbrella.
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Each airline will retain its own brand, now accompanied by the phrase “Member of Lufthansa Group.” This mention already appears on digital boarding passes, websites, and 160 aircraft belonging to different companies within the consortium. Over the coming year, the corporate brand will also be displayed at VIP lounge entrances worldwide, as seen in Rome, Milan, and Brussels. The same reference will appear on baggage tags and materials used on the ground and onboard.
A Group with a Global Presence
The group ranks fourth worldwide in terms of revenue and fleet size. In addition to five national airlines, it includes operators dedicated to the holiday segment, a cargo division, a maintenance unit, and over 300 subsidiaries and affiliated companies.
An Identity Designed to Unite
With this initiative, the organization aims for travelers to perceive a coherent structure across all its services, without losing the personality of each individual brand. The goal is to offer a continuous, recognizable experience aligned with a strategy aimed at strengthening its place among the industry leaders.
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Un apasionado por la aviación, Fundador y CEO de Aviación al Día.