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As we all waited with bated breath for he “new and improved” Qantas logo, the launch of the reinvented logo was met with widespread apathy. You could be forgiven for failing to notice the change.
The launch was heralded as the first radical change in design since 1947; however the change amounts to little more than a change of font and some roo re-positioning. This exercise reportedly cost the company more than five million dollars! The change in logo was needed to accommodate a new carbon-fibre panel on the 450-seat Airbus A380. It will take six years to repaint all Qantas's 188 aircraft.
The new Qantas typeface has thinner, steel-grey letters, replacing the previous chunky black lettering. The Kangaroo is still flanked in the traditional red and white colours; however it has been designed to look more like an outback kangaroo warning sign. The design will fit on the tail, rather than cutting through the tail stabilisers as it does now.
Professor of branding, Mark Ritson believes Qantas has got the timing of its brand refresh exactly right. For those who have trumpeted the mantra “if it ain’t broke don’t fix it”, Ritson believes this view is undoubtedly wrong. Firstly, the right time to update a brand identity is before it becomes "broken" and perceived as outdated and old-fashioned Ritson said. Second, Qantas or any brand should not aspire to iconic status. Ritson believes icons may be valuable but they are also cold and associated with the past rather than the present.
See our member’s
FIRST IMPRESSIONS OF THE NEW ROO.
In other news, the latest instalment in the Qantas shake up is the move to list the frequent flyer sector of Qantas on the Australian stock exchange as a separate company. The new venture is expected to include the Canadian loyalty program Aeroplan as a strategic partner. The new entity will provide greater flexibility for customers, including the ability to purchase seats on any flight. Lets just hope it doesn’t emulate Aeroplan’s recent decision to introduce an expiry policy on points.
Watch this space…
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