Design

Qantas updates Kangaroo logo as it prepares Dreamliner launch

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By Natalie Mortimer | N/A

October 28, 2016 | 3 min read

Australian national airline Qantas has updated its iconic Kangaroo logo as it prepares for the Boeing 787 Dreamliner entering its fleet a year from now.

Qantas

Qantas updates Kangaroo logo as it prepares Dreamliner launch

The new design, which was overseen by Marc Newson, in partnership with Australian design agency Houston Group, sees the Kangaroo logo simplified for a cleaner look, with "shading to give it a sense of depth and movement".

The logo has also been added to the inside curved edge of the wingtips, meaning they will also appear in pictures people take out the aircraft windows.

The change is only the fifth time the red-and-white image on the tail of Qantas aircraft has been updated since it was first introduced in 1944. The last update was in 2007 to coincide with the introduction of the Airbus A380 to the national carrier’s fleet.

Newson, who has also helped design Qantas’ lounges, the A380 cabin and Skybed, said: “Aircraft tails are a fantastic canvas to work on and the Qantas logo is one of the most recognisable in the world. This re-design aims to retain the fundamental essence of the flying kangaroo but also move the brand forward.

“This new brand is more streamlined and the shading behind the kangaroo gives a better sense of movement and depth. A silver band now extends from the tail to the rear of the fuselage, to give a more premium feel."

The typography for the word Qantas, which measures almost two metres high on the 787, has been streamlined and will appear on the aircraft’s belly, "so you can tell when it’s the national carrier flying overhead,” he added.

The new design will gradually appear across the Qantas network from this week, starting with digital assets, signage and advertising. Updating branding on aircraft will be sequenced with scheduled re-paints, to be completed in time for the airline’s centenary in 2020.

The updated brand follows the introduction of new cabin crew uniforms in 2014 and new pilot uniforms, unveiled earlier this year, that began rolling out yesterday (27 October).

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