Qantas’ Iconic Logo Gets a Modern Makeover

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Tinkering with one of the world’s most recognisable logos was “a pretty onerous task” admits Marc Newson, Qantas Creative Director – Design, who, along with Australian design agency Houston Group, oversaw the updating of Qantas’s iconic kangaroo logo. “But I was heartened by the fact that it had been done before and it had evolved,” he says. Announced in October, the update – which includes a more streamlined kangaroo, a slimmer font for the word “Qantas” and the addition of the Qantas logo to the aircraft’s underbelly – is the fifth change to the brand’s look since the Flying Kangaroo was introduced in 1944. It’s part of the preparation for the introduction of the Boeing 787 Dreamliner to the fleet late next year. “It felt like the right moment,” says Newson.

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