Lufthansa Group is a global aviation group comprising passenger airlines, logistics, technical services and other businesses. One of the Group’s best-known brands is the Lufthansa Airline brand.
Since 2022, Sherpa has supported Lufthansa Group on many brand and design projects. Working closely with the Group’s brand managers, we provide operational brand support and strategic advice, particularly for the Group's subsidiaries. Our work is as diverse as Lufthansa Group itself.
Lufthansa Group is the umbrella brand for its portfolio of airline brands as well as more than 200 subsidiaries and associated companies.
Sherpa supports the Corporate Design team in the ongoing development of the Group’s visual identity, adding relevant design elements.
The Lufthansa Group Brand Hub is the digital brand platform for managing and communicating brand-related topics efficiently. Its guidelines and interactive examples make the brand design easy for users worldwide to access and understand.
It supports users in their day-to-day work with everything they need – from logos, icons and illustrations to templates and digital components. Sherpa maintains and expands this brand platform and also provides brand support to all employees across the global group, working closely with the experts in the Lufthansa Group Brand Management team.
Clear way finding supports the brand’s commitment to comprehensive service. Sherpa develops a range of signage for destinations served by the Group’s airlines worldwide.
One of the Group’s core brands is Lufthansa. It stands for high-quality service, innovative products and a premium travel experience. This perception of the brand underpins Sherpa’s operational brand management.
Sherpa manages a broad range of projects focused on implementation and brings together expert teams from across Lufthansa Group. Through brand onboarding, Sherpa supports employees and external partners, ensuring effective knowledge transfer. Close collaboration and a wide variety of requests strengthen subsequent projects.
