Photo: LUFTHANSA Germany's largest airline and flag carrier, Lufthansa, is celebrating its 100th anniversary and launching a new branding campaign centered on a visual journey through a century of aviation.
The campaign, which went live today (January 16, 2026), combines the company's rich history with a contemporary design language, showcasing the brand's evolution from the past to the present and future.
According to the company announcement, since Lufthansa’s first flight on April 6, 1926, the brand has become synonymous with pioneering, innovation and connecting people and destinations around the world. The new campaign is not introduced as a classic retrospective, but as an emotional experience that jumps between different decades and brings the company’s story to life in a modern way.
Photo: LUFTHANSAThe campaign, developed and produced by the Serviceplan agency, combines historical illustrations, design styles typical of each period, and iconic aircraft models, alongside contemporary images and photographs from Lufthansa's current activities, creating a continuum that connects past, present, and future, and presents the brand as one that accompanies generations of passengers and employees.
The airline will display the new campaign in prominent, large-scale formats until April 6. The airports in Frankfurt, Munich and Berlin will host it, among others. Additional publications are planned throughout the anniversary year.
Photo: LUFTHANSA
Photo: LUFTHANSA
Photo: LUFTHANSA
Photo: LUFTHANSA