Qantas Airways 2016 rebrand
4 Comments on “Qantas Airways 2016 rebrand”
See also Armin Vit’s review of the new Qantas identity on Brand New.
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.
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.
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.