Singapore – The Lufthansa Group has introduced a new visual identity designed to strengthen recognition of the Group as a unified airline organisation. The refreshed branding, launched on 11 December in Singapore, includes an updated logo, an expanded colour palette and a new typeface.
According to the Group, the initiative aims to make its collective strength more visible by consolidating customer-facing services under the umbrella brand. Individual airlines within the Group will retain their own identities but will increasingly carry the “Member of Lufthansa Group” endorsement across touchpoints.
Dieter Vranckx, chief commercial officer of Lufthansa Group, said, “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. In a challenging environment, this step creates a visual anchor of trust for our customers.”
He added, “A visual identity in aviation must do much more than just create an eye-catching appearance. It will reflect our strategic brand values and a promise we want to make to our passengers across all our brands. The new brand identity enables a holistic brand experience, provides orientation, and strengthens identification with the Lufthansa Group.”
The updated visual system features the Group’s crane symbol without its traditional circular frame, alongside six new colours that the company says represent altitudes from ground to sky, reflecting the diversity of its brands.
Moreover, the “Member of Lufthansa Group” label has already been introduced on digital boarding passes, airline websites and 160 aircraft. It will appear progressively at lounge entrances worldwide and on airport and onboard materials, including baggage tags, throughout next year.
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