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Qantas Airways 2016 rebrand

Contributed by Emtype Foundry on Feb 3rd, 2017. Artwork published in .
    pic.jpeg
    Source: http://houstongroup.com.au Houston Group. License: All Rights Reserved.

    Qantas:

    Founded in the Queensland outback in 1920, Qantas has grown to be Australia’s largest domestic and international airline. Registered originally as the Queensland and Northern Territory Aerial Services Limited (QANTAS), Qantas is widely regarded as the world’s leading long distance airline and one of the strongest brands in Australia.

    The rebranding developed by Houston Group and introduced in October 2016 features Ciutadella as the new corporate typeface.

    Captura de pantalla 2017-01-25 a les 15.35.00.png
    Source: http://houstongroup.com.au Houston Group. License: All Rights Reserved.
    pic-3.jpeg
    Source: http://houstongroup.com.au Houston Group. License: All Rights Reserved.
    1.jpg
    Source: http://houstongroup.com.au Houston Group. License: All Rights Reserved.
    pic-1.jpeg
    Source: http://houstongroup.com.au Houston Group. License: All Rights Reserved.
    pic-2.jpeg
    Source: http://houstongroup.com.au Houston Group. License: All Rights Reserved.
    Loose_Roo_Red_1b.jpg
    Source: http://houstongroup.com.au Houston Group. License: All Rights Reserved.
    Qantas_S_new_Poster.jpg
    Source: http://houstongroup.com.au Houston Group. License: All Rights Reserved.
    Qantas_3D_ROO_IPad_Graphics_3.jpg
    Source: http://houstongroup.com.au Houston Group. License: All Rights Reserved.
    Qantas_GraphicLanguage_IPad_Graphics_1.jpg
    Source: http://houstongroup.com.au Houston Group. License: All Rights Reserved.
    2.jpg
    Source: http://houstongroup.com.au Houston Group. License: All Rights Reserved.

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    4 Comments on “Qantas Airways 2016 rebrand”

    1. Feb 3rd, 2017  7:19 pm

      See also Armin Vit’s review of the new Qantas identity on Brand New.

    2. Feb 3rd, 2017  8:33 pm

      This is not a criticism of the Ciutadella choice, but the ‘S’ in the logotype is indicative of the work of someone not trained in type design.

    3. Feb 4th, 2017  11:08 am
      I was not involved in the logo drawing and I don’t have any information about who draw it. Regarding to the Armin review: In his site I have seen positive reviews of bad designed fonts and negative of good ones and vice verse. It’s his personal point of view, that’s all.
    4. Feb 4th, 2017  5:11 pm

      Eduardo, I added the link to Brand New not because I agree with Armin’s characterization of Ciutadella, but rather because the article provides some extra information about the project, in particular a comparison with the previous iteration of the brand. I don’t think the new logo is a big hit, for the reason that Stephen mentioned, and also because I didn’t see the need to further stylize the kangaroo. The corporate typeface, by contrast, is hardly the problem here. Armin himself admits that his skepticism regarding Ciutadella “might just be a personal caveat”. I see little informal qualities in it (the round dots? the monocular a?). And its “very vertical aesthetic” with flat-sided rounds is a feature that it has in common with FF DIN, one of the most popular corporate/brand typefaces of the past 20 years.

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