The arrival of the Airbus 380 and Boeing Dreamliner was the catalyst to contemporise the Qantas brand.
The new identity is the key element for the airline’s fleet and identifies Qantas throughout the world.
The new Kangaroo symbol was designed to be more ‘in flight’ – not static like the previous emblem – and easily adapted to the newly engineered tail fin of the A380.
It was sleeker, more contemporary, and more contoured than previous versions, yet retained Qantas’ heritage and the associations of a natural, free-spirited and confident Australia.
The logo also received the prestigious Mobius Award for outstanding Creativity and was chosen as the best identity in the world at Cannes. In 2012 Marketing Magazine voted the Qantas logo ‘best Australian logo of all time’.
