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Flying kangaroo reaches new heights after brand refresh

Posted on 28 Oct 2016 by Alysse Curran with 0 Comments

The iconic flying kangaroo has had a makeover. This week, Qantas announced a brand refresh to coincide with the addition of the Boeing 787 Dreamliner to their fleet, forming part of a new era for the company.

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This is only the fifth time the tail of the Australian carrier has received an update since its inception in 1944. Source: Qantas.

The rebrand was carried out by Marc Newson, consultant designer to Qantas, along with the Australian design agency, Houston. According to Newson, “This re-design aims to retain the fundamental essence of the flying kangaroo but also move the brand forward.

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The rebrand follows on from the introduction of new cabin crew uniforms in 2014, and new pilot uniforms earlier this year. Source: Qantas.

Those with a keen eye will notice the kangaroo itself has been simplified, while the addition of a subtle shadow gives the high-flying marsupial more depth and movement. "A silver band now extends from the tail to the rear of the fuselage, to give a more premium feel," Newson added. The logotype has also undergone a facelift, with a sleek new font that toes the line of corporate yet approachable. 

The new livery (aviation-speak for the paint scheme of an aircraft), will show up on the home-grown jets as they reach scheduled re-paints, however we’ll see the new branding immediately on digital collateral and gradually across print advertisements, signage and all other assets.

 

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Media Release

 

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