Qantas today unveiled their new aircraft livery and logo, and it’s only the fifth update ever in Qantas’ history. The last update was done in 2007, when the airline received the A380. It’s no coincident, then, that the new logo and livery will accompany the delivery of Qantas’ 787. Alan Joyce, Qantas’ CEO said, via a press release:
When we looked at the history, we found that the logo has been updated around the time of a game-changing new aircraft joining the fleet. It’s a tradition that goes back to the Lockheed Constellation in 1947, the B747-300 in 1984 and the A380 in 2007. A fresh brand helps symbolise the new era Qantas is entering as we head towards our centenary. It’s an era of new destinations, new technology and a new standard of service.
The new logo features a different typography, and the new tail has added shadows and details. All of the designs were overseen by Marc Newson, Qantas’ design consultant, with the agency Houston Group. Marc Newson is also responsible for designing Qantas’ lounges, the A380 cabins, the Business Class “sky beds,” and in-flight tablewares. You might also know him from his personal design projects, or the fact that he was hired by Apple to work under Jony Ive in 2014.
The new logo will use the same color, and the iconic kangaroo isn’t going anywhere. But Qantas says that the new kangaroo has “shading to give it a sense of depth of movement,” and the new livery will include a silver band at the rear of the plane, to provide “a more premium feel and…contrast.” They are adding the Qantas logo to the inside of the wing tip, so that it will “appear in pictures people take out of the window.” (I know…it kind of sounds like a Jony Ive-narrated Apple product video.) Finally, airplanes’ bellies will now be pained with “QANTAS,” so you can easily tell a Qantas plane apart when you look from the ground.
Here is a video about the history of the logo, and the design process, which I think is really well done. I feel sentimental, and I’m not even Australian!
I think it’s really cool that Qantas is timing brand refresh milestones with delivery of new aircrafts, and I think the new design looks very modern. Qantas today also unveiled the Business and Economy Class cabin of there new 787, so they are timing everything just right! As if that’s not enough, Qantas is also rolling out new pilot uniforms across employees today.
Qantas said that in preparation for the new logo, they have started running down inventories of amenity kits and pajamas with the old logo. They have just recently announced new amenity kits and pajamas, so those will presumably be rolled out soon. Qantas will start re-painting existing aircrafts, and hopes to finish updating the entire fleet by 2020. The new logo is already visible in Qantas’ website as of this writing.
What do you think of the new logo and livery?
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