Lufthansa Group Unveils Bold New Brand Identity with Unified Visuals and Expanded Service Visibility
The Lufthansa Group, one of the world’s leading airline conglomerates, is ushering in a new era with a refreshed brand identity designed to highlight its collective strength and enhance visibility for customers worldwide—including the fast-growing African aviation market. The revamped branding strategy consolidates service offerings under a strengthened group presence, making it easier for partners and travelers to recognize the value and connectivity of the entire Lufthansa Group portfolio.
At the heart of this transformation is an updated visual identity anchored by the iconic crane logo. Going forward, the crane will appear without its traditional surrounding circle, signaling a modern and streamlined approach to branding. Alongside this evolution, Lufthansa Group is introducing a new, distinctive font and a color palette expanded by six new tones. These colors are inspired by the various heights from the earth to the sky, symbolizing the diversity and reach of the group’s global operations.
For the African travel industry, the new brand identity is set to deliver enhanced clarity and cohesion across all touchpoints. Service offerings from all group airlines—including flagship and regional carriers—will be more clearly bundled under the Lufthansa Group umbrella. This approach is designed to facilitate a smoother, more recognizable customer journey, while also reinforcing the unity and reliability that the group’s airlines collectively provide.
A key feature of the renewed identity is the introduction of the endorsement “Member of Lufthansa Group”, which will now be displayed prominently on all aircraft operated by the group’s airlines. This move is especially important for those carriers whose branding differs from Lufthansa’s mainline identity, ensuring that their association with the group is unmistakable to passengers, partners, and industry stakeholders. The endorsement has already made its debut on digital boarding passes, airline websites, and a fleet of 160 aircraft, and is set for further rollout in physical and digital spaces.
Travelers will soon notice the new branding in more places: the Lufthansa Group’s identity will be featured at lounge entrances globally, building on its initial rollout in key European hubs such as Rome, Milan, and Brussels. The “Member of Lufthansa Group” label will also appear on a variety of airport materials—including baggage tags—and on board aircraft, further reinforcing the group’s unified message at every customer touchpoint.
The impact of this brand consolidation is especially relevant for African partners and professionals seeking reliable, seamless connections to Europe and beyond. As the fourth largest airline group in the world by both revenue and fleet size, the Lufthansa Group operates five national airlines, several private travel-focused carriers, Lufthansa Cargo, Lufthansa Technik, and over 300 subsidiaries and affiliated companies. This scale and reach offer African operators unparalleled access to a global network, making Lufthansa Group a pivotal partner in facilitating travel, trade, and investment between Africa and international markets.
Importantly, while the group brand is being elevated, each airline under the Lufthansa Group umbrella retains its own unique identity and market positioning. The new endorsement simply underscores the unity and shared standards of quality, safety, and service that bind the group’s diverse brands together. This approach allows for local adaptation and customer loyalty, while leveraging the collective strength and reputation of the wider group.
Looking ahead, Lufthansa Group’s refreshed identity will further be integrated into daily operations throughout 2025. Expanded visibility at airport lounges and onboard experiences will reinforce the new brand among frequent flyers and first-time customers alike. For African tourism and aviation professionals, these changes provide new opportunities to market Lufthansa Group’s robust network and premium services, supporting itinerary development, corporate travel management, and high-value leisure travel across multiple continents.
This brand evolution signals Lufthansa Group’s commitment to innovation, customer experience, and global relevance. As the group continues to invest in its African partnerships and expand its reach, the new identity is poised to deliver greater consistency, recognition, and trust across all markets it serves—making it easier for African industry stakeholders to connect their clients with the world’s most reliable aviation network.
