Lufthansa Group’s latest brand refresh fails to deliver any hope of much-needed change

Lufthansa Group's rebranding signals a shift towards cohesion and modernization amid competitive pressures. While aiming for a unified identity, concerns arise that this may compromise brand individuality and emotional loyalty. Current product inconsistencies and utilitarian lounges reflect a cautious approach. The success of this initiative hinges on enhancing passenger experience rather than mere visual change.