How to Understand Lufthansa’s New Brand Identity
A major new brand identity has been introduced by the Lufthansa Group to strengthen visibility and unity. Redesigned elements include the iconic crane logo without its traditional circular frame, a refreshed corporate typeface, and a six-tone colour palette that symbolises altitudes.
According to the company, the new design aims to make the Lufthansa Group’s strength more visible across all customer touchpoints. Dieter Vranckx, Chief Commercial Officer, stated that the redesign is “more than just a visual update — it is a strategic milestone,” offering a “visual anchor of trust” for the millions of passengers served across its airlines.
Key Features of the New Brand Identity
- Crane logo without circle: The historic crane symbol, used since 1918, now appears without the enclosing circle in Group contexts, giving it a modern, simplified look.
- New typeface: A contemporary font system creates a unified visual tone across digital and physical platforms.
- Expanded colour palette: Six new colours represent different heights from the ground to the sky, reflecting the diversity of the Group’s services.
- “Member of Lufthansa Group” endorsement: Aircraft, boarding passes, lounge entrances, airline websites, and airport materials will display this label, signalling the unity of the Group while allowing individual airlines to keep their own brand identities.
Rollout and Implementation
The new visual identity is already visible on digital boarding passes, airline websites, and approximately 160 aircraft across the Group. Next year, the branding will expand to lounge entrances worldwide, airport materials such as baggage tags, and additional aircraft liveries.
What This Means for Passengers
Industry analysts say the rebrand reflects the Group’s shift from a collection of individual airlines to an integrated aviation ecosystem. For passengers, the changes will enhance clarity, consistency, and recognition across services, loyalty programs, lounges, and digital experiences. While national carriers retain their unique branding, the Group-level identity becomes clearer and more prominent.
Brand Heritage and Design Perspective
The crane has been central to Lufthansa’s identity for more than a century. The updated logo maintains this legacy while bringing the symbol into a more modern design language. The extended colour palette and new typography give designers more flexibility and strengthen the brand’s visual coherence across a wide range of applications.
Video Credit
Credit: Lufthansa / Lufthansa Group — Official YouTube Channel.
Disclaimer
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