Lufthansa Group in December 2025 presented a new brand identity designed to unify its growing portfolio of airline brands and make the group more visible to customers worldwide.

The aviation group, which owns Austrian Airlines, Brussels Airlines, SWISS and Eurowings, and holds a minority stake in ITA Airways, said the rebrand marks a strategic shift toward a more integrated airline group.

“The Lufthansa Group is evolving from a group of airlines into an integrated airline group,” said Dieter Vranckx, Chief Commercial Officer of the Lufthansa Group. He described the new identity as more than a visual update, calling it “a strategic milestone” that provides customers with a clear point of orientation in a challenging market environment.

At the centre of the new branding is Lufthansa’s iconic crane logo, which will now represent the group without the surrounding circle. The identity also introduces an expanded colour palette, adding six new tones intended to reflect the diversity of airlines within the group.

While each airline will retain its individual brand and positioning, the designation “Member of Lufthansa Group” will be applied more consistently. The tagline, already introduced earlier this year on digital boarding passes, websites and some aircraft, will now appear on all aircraft across the group.

From a customer perspective, the Lufthansa Group said service offerings will increasingly be bundled under the group brand. Beginning in 2026, the new identity will also become visible at lounge entrances worldwide, reinforcing a unified brand experience across touchpoints.

The move reflects a broader industry trend among airline groups seeking to balance strong individual carrier brands with clearer group-level recognition, particularly as networks, loyalty programmes and premium services become more closely integrated.