Australian national airline Qantas has been rebranded and its famous kangaroo icon has been redrawn as a simplified silhouette with no arms.
Designer Marc Newson has led the project working alongside Australian consultancy Houston Group and says that the redesign “aims to retain the fundamental essence of the flying kangaroo but also move the brand forward.”
The thinking behind the new kangaroo is for a more streamlined shape with the shading giving a better sense of movement and depth and the silver band from the tail to the rear of the fuselage gives a more premium feel.
The Qantas wordmark is set in a slimmer font, has been simplified and now also appears on the underside of the aircraft to be seen when it flies overhead. The wordmark’s italic slant has gone and it is now in a grey hue, rather than blue.
It is only the fifth time the kangaroo has been updated since it was introduced in 1944. The last update was in 2007 when the Airbus 380 came into service with Qantas.
A winged kangaroo, which appeared on the tail of Qantas aircraft 30 years ago, will now feature under the cockpit window next to the name of the individual aircraft.
The new look is rolling out as an aircraft livery as well as across digital assets, signage and ads. Cabin staff and pilot uniforms have already been redesigned.
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