The new branding of the Lufthansa Group. Source: Lufthansa The Lufthansa Group has updated its brand identity, unifying all services and companies under a common visual language that is clearer to consumers.
The change includes a renewed logo, an expanded color palette that includes six new shades, and a new font intended for use throughout the group's activities.
The iconic crane logo will continue to be used by the team, but the circle around it has been removed.
The new branding of the Lufthansa Group. Source: LufthansaThe company's aircraft will also feature the "Member of Lufthansa Group" logo, designed to highlight the connection between the various airlines operating under the group while maintaining an independent brand.
The logo has already been implemented in digital boarding passes, on company websites and on approximately 160 aircraft, and is expected to be expanded to include entrances to lounges and other facilities at airports in the coming year.
The new branding of the Lufthansa Group. Source: Lufthansa
The new color palette is based on shades that symbolize different layers of height, from the ground to the sky, and aims to reflect the broad diversity of the group. Upon completion of the branding process, all operational activities, including luggage tags and aircraft materials, will bear the unified stamp.
The new branding of the Lufthansa Group. Source: Lufthansa
The Lufthansa Group is the fourth largest aviation group in the world in terms of revenue and fleet size, and includes five national airlines: Austrian Airlines, Brussels Airlines, Eurowings, Swiss International Air Lines and Lufthansa. It also features tourism companies, Lufthansa Cargo, Lufthansa Technik, and over 300 subsidiaries and affiliated companies.
The new branding of the Lufthansa Group. Source: Lufthansa