November 15, 2016.   The New Roo.

qantas-new-livery-787

When I heard that Qantas was unveiling a new livery, to coincide with the launch of its Boeing 787 Dreamliner (shown above), it was all I could do to look. Over the past decade or so, the trend in airline branding has gone from bad to worse, and there was every reason to think Qantas was no doubt turning to yet another of the swirly-curly-curvy motifs that have become so nauseatingly common (and difficult to tell apart). Well, I finally took a peek, I’m happy to say the results aren’t bad. It’s more of an update than an overhaul, and it retains the basic template. Up on the tail, the famous kangaroo has been smoothed around the edges. The new ‘roo is a little too fluid and abstracted. It looks a bit like a scribble, and the poor thing has lost its arms in the process. I’m not sure why they felt this change was needed, as the current kangaroo hardly looks cumbersome or old-fashioned, and it’s every bit as streamlined, even with all its appendages. But it’s still the Qantas kangaroo, and is more less less instantly identifiable as such, which is the important thing. It could have been a lot worse. I’m take-it-or-leave-it on the gray accenting, and there’s a nakedness to the fuselage that cries out for a dash of red somewhere — maybe on the engine cowlings. The bolder and more stylish QANTAS typeface, however, is a handsome improvement. I’d have gone with the new lettering and left the tail alone. All in all, it’s a strong look.

New tail left; old tail right

New tail left; old tail right

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