Flying kangaroo reaches new heights after brand refresh
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.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.”
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.