Explore the World with Lufthansa: New Brand Identity Enhances Africa’s Connectivity

Published on December 12, 2025

Lufthansa Group, one of the world’s leading airline conglomerates, has introduced a bold new brand identity that aims to streamline customer experience and increase service visibility, especially in emerging markets like Africa. With a focus on unifying its various airlines under a more recognizable and modern visual framework, the new branding is designed to make it easier for travelers to identify Lufthansa Group’s diverse offerings while emphasizing the global strength and connectivity the group brings to aviation.

The rebranding features an updated visual identity, with the iconic crane logo at the core. This logo will now appear without its traditional surrounding circle, signaling a more contemporary and simplified design. Alongside this, Lufthansa Group is introducing a new custom font and an expanded color palette, adding six new tones inspired by the various heights from the earth to the sky. These changes reflect the diversity and global reach of Lufthansa Group’s operations, with a focus on providing a cohesive experience for customers across all touchpoints.

A Unified Brand Identity for the African Market

The introduction of the refreshed brand identity comes at a time when Africa’s aviation and tourism sectors are experiencing significant growth. The Lufthansa Group is enhancing its service offerings to cater to this fast-developing market, which has seen increased demand for reliable and seamless international connections. The new branding strategy includes a clearer and more unified presence for all airlines under the Lufthansa umbrella, including Lufthansa, Swiss International Air Lines, Austrian Airlines, Brussels Airlines, and Eurowings.

A key feature of the new identity is the introduction of the label “Member of Lufthansa Group,” which will appear prominently on aircraft, digital boarding passes, and all Lufthansa Group airline websites. This will ensure that passengers, especially in Africa, can easily recognize the collective strength of the Lufthansa Group when booking flights or seeking service information. With this change, African travelers will more clearly understand the benefits of flying within the Lufthansa network, which includes access to seamless connections to Europe, Asia, the Americas, and beyond.

The “Member of Lufthansa Group” label is already visible on over 160 aircraft in the fleet and will soon be seen across airport lounges, baggage tags, and other customer-facing materials globally. The implementation of this new feature across airport lounges in key cities such as Rome, Milan, and Brussels will further enhance the customer experience for passengers traveling from Africa to Europe and other international destinations.

Strengthening Connectivity Between Africa and the World

For African tourism professionals, the rebranding of Lufthansa Group presents a significant opportunity to market the enhanced visibility and service offerings to a growing base of international and business travelers. Lufthansa Group operates one of the world’s largest airline networks, providing unparalleled access to global destinations for African passengers. From major hubs like Nairobi and Johannesburg to connecting cities across the continent, Lufthansa Group’s expanded network offers African travelers direct flights and more seamless connections to Europe, North America, and other key international markets.

As a major player in the African aviation market, Lufthansa Group’s airlines are deeply committed to strengthening their partnerships across the continent. With operations in over 70 African destinations, the group provides substantial access to key regional airports, facilitating not only tourism but also business travel, trade, and investments. The new brand identity helps emphasize this network connectivity, providing clear messaging about the reliability and reach of Lufthansa Group’s services.

The new Lufthansa branding will help African travelers and industry professionals identify the diverse services and destinations offered by the group’s airlines. With a unified brand presence, customers will find it easier to navigate services such as franchise agreements, hotel reservations, and tour packages available through Lufthansa’s partnerships. The group’s commitment to strengthening its African presence is reflected in its ongoing investments in the region, which promise to further enhance service offerings and passenger satisfaction.

A Focus on Premium and Leisure Travel

As part of the rebranding strategy, Lufthansa Group is also focusing on enhancing the overall customer experience, from the point of booking to post-flight services. The new identity is geared towards both premium and leisure travelers, ensuring that passengers enjoy a consistent and high-quality experience across all the group’s airlines. From business class to economy, travelers will benefit from a seamless service, whether flying on long-haul routes or connecting to one of Lufthansa Group’s many European destinations.

Additionally, the group’s focus on leisure travel complements Africa’s growing tourism industry. By offering more connections to cultural and adventure tourism hotspots in Europe, Asia, and the Americas, Lufthansa Group is providing African travelers with greater access to diverse tourism experiences. This also opens up new opportunities for African tourism operators to develop multi-destination packages that integrate Lufthansa’s expanded network.

Sustainability and Customer-Centric Services

Lufthansa Group’s refreshed brand identity also highlights its commitment to sustainability and innovative services. The introduction of environmentally friendly aircraft, alongside customer-focused digital tools and services, underscores the group’s long-term dedication to reducing its carbon footprint and improving the overall customer experience.

As part of this commitment, Lufthansa Group has been working on enhancing its digital platforms, allowing travelers from Africa and other markets to easily book, manage, and enjoy their trips. The group’s focus on creating an efficient, user-friendly experience means that passengers can expect more seamless travel, improved digital services, and ongoing innovation across all its airlines.

Conclusion: A New Chapter for Lufthansa Group in Africa

With the unveiling of its bold new brand identity, Lufthansa Group is solidifying its position as a major global aviation player and strengthening its presence in Africa’s growing tourism and aviation markets. The new branding will help boost visibility, enhance customer service, and provide seamless connectivity for African travelers seeking access to the world’s major destinations.

The strategic focus on clear brand messaging and a unified group presence will foster greater trust and recognition among customers and industry professionals. As Lufthansa Group continues to expand its footprint in Africa, the updated brand identity will play a crucial role in shaping the future of tourism and business travel across the continent.