For years, Lufthansa Group stood behind its airlines und subdivisions rather than in front of its audiences. With its new brand strategy, the Group is now evolving from a purely corporate entity into a clear and customer-facing umbrella brand.
With this step into a more visible role, the brand needed to do more than organize complexity – it needed to express connection, emotion, and a shared identity. The challenge was to create a design system that could unify a diverse portfolio while preserving the strength of its individual brands.
Unbounding the crane
The iconic crane has always been synonymous with Lufthansa – a symbol of continuity, reliability, and trust. For the Lufthansa Group, we freed it from its circle and turned it into a distinct signet. Combined with the wordmark set in uppercase, it creates a confident new logo for the umbrella brand — rooted in heritage, yet clearly differentiated from Lufthansa Airline.
Shape and structure of the new logo adapt flexibly to format, context, and medium. Horizontal, vertical, and stacked lockups ensure that the brand remains clearly recognizable in every situation – whether on digital platforms, in print, or in physical form.
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Designing trust at every altitude
The guiding idea was to make the brand theme “Trust at every altitude” visible. Not as a slogan, but as a design principle. We shaped every design element to express trust in a different way: through clarity, warmth, consistency, authenticity, and cohesion.
Inspired by changing light and atmospheric gradients at different altitudes, the new color palette expands the visual world of Lufthansa Group far beyond its former corporate look. It introduces diversity and flexibility – enabling communication that ranges from formal to expressive while reflecting the breadth of the brand.
The new image style puts people first. Real moments, natural perspectives, atmospheric light, and a world-minded lens create a visual language that feels open, contemporary, and emotionally relevant.
Creating a voice of trust
To strengthen both the recognizability and the distinctiveness of the new Lufthansa Group brand, we expanded the font family in collaboration with type designer Hannes von Döhren. The two key additions are a new Medium weight for the LHG Head that fits harmoniously between the existing Light and Bold, and the custom-designed “LHG Serif”.
Together, they bring clarity and character, precision and warmth – giving the Lufthansa Group a more human, more premium voice.
Connecting all elements, everywhere
The new design system brings all elements together – creating a holistic, future-proof brand experience. We based the flexible layout on horizontal “Altitude Lines” that provide clarity, structure, and orientation. Distinctive design elements such as the ascending “Altitude Shape,” new illustrations, and the icon set strengthen the visual identity far beyond the logo, colors, and typography.
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Every component is designed to work consistently across physical and digital touchpoints. From corporate communication and websites to signage, interfaces, motion, and spatial environments, the new design system works responsively across formats and scales. It gives the Lufthansa Group a recognizable, powerful presence wherever the brand appears.
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"MetaDesign has been a true partner, bringing clarity, quality, and agility to the table. Their ability to listen, challenge, and co-create has made the experience not just effective, but genuinely enjoyable.”
One Group, clearly felt
The new brand design helps Lufthansa Group communicate as one brand: clearer, warmer, and more customer-facing than before.
It creates orientation across a complex portfolio, strengthens the umbrella brand, and gives the Group a visual identity that supports its transformation from structure to experience.
