The new typeface doesn't seem to fit the brand. It feels very Corporate America circa the new millennium. Irrespective, are some benefits from an application use to having a thinner weight font, eg it can now be applied much larger on the planes.
Outside of that, does anyone else feel this brand launch was entirely underdone? A rebrand should be lead by a reasoning and positioning, and then deserves an event of its own, not just covering on an a330 pretending to be a dreamliner. The fact they just finished painting the fleet of a330s in old livery suggests it wasn't a long term plan. Other brand assets can be much more readily updated in a timely fashion, planes don't get repainted for years.
I'm definitely not one to bash QF for the sake of it but after working in this field for almost 10 years and in fact being interested in joining the brand team a year ago I cant help but feel a little disappointed for a brand I love.
Don't like the new typeface. Looks like someone has been playing in the MS word font library.
I also notice QF have now been able to "enhance" the 'roo on the tail. Enhanced to the point of removing the front legs!
Would have thought they might have launched their new plane with a Wanula dreaming like design. Could have even called it the DreamTimeLiner. Apologies if this has been used before.
Awful. Truly awful. The kangaroo on the tail has been replaced by white and silver squiggle. The typeface is going to look very dated in a couple of years. Oh well, they'll probably spend millions "updating" it again then.
The new font. I hate it. Hate it. Hate it. I'm sure I read a blurb that claimed it was slimmer. Looks fatter! Presumably the washed out colour indicates how Qantas is wishy washy these days.
And as for the new thalidomide victim kangaroo, OMG. It's been enhanced! First they chopped off its wings, now its paws. Does the removal of limbs symbolise cuts to staff, routes, platinum benefits or what?
Did I mention that I hate the new font yet?
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