Evolving Australia's Global Icon

CHALLENGE

With the arrival of the new Airbus A380 and Boeing Dreamliner, new air travel innovations and changing customer needs, Hulsbosch were invited to refresh Australia’s best-known and loved global brand. This was a great honour that came with great responsibility - Government scrutiny, as well as that of the unions and the general public, meant any changes had to be meaningful. The design had to be contemporary whilst maintaining its rich heritage and needed to carefully adapt to the new aeroplanes’ tail fins and all other touchpoints.

IDEA

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.

IMPACT

The identity very quickly became the key element that identified Qantas throughout the world. It has assisted in pushing design to new levels in Australia and complied with the technical changes of all new aircraft. The identity is the key element for the airline's fleet. The logo also received a prestigious Mobius Award for outstanding Creativity and in 2008 it was chosen as one of the ten best identities in the world at Cannes. In 2012 Marketing Magazine voted the Qantas logo second ‘best Australian logo of all time’.

Awards

Cannes Lion International Award 2008
Finalist Corporate and Brand Identity
Mobius Awards 2007
Outstanding Creativity
Corporate and Brand Identity

The full case study

"Hulsbosch was the logical choice to redesign our identity because of their brilliant creativity and consistency, delivering the results year after year."

Geoff Dixon, Former CEO
QANTAS

OTHER WORK