case study 1 RECENT QANTAS LOGO CHANGE

Qantas is the the national airline of Australia. Quantas was founded in Winton, Queensland in 16 November 1920. The name was originally "QANTAS", an acronym for "Queensland and Northern Territory Aerial Services".

Qantas recently unveiled a new logo in July 2007. The new change was triggered because of a new tail shape on the Airbus A380 super jumbos and Boeing aircraft

Qantas took this opportunity to make the design of their new logo a little more contemporary. The new logo was design by Hans Hulsbosch of Hulsbosch Communications.

Some of the changes in the new logo are below

1. The feet of the kangaroo are more visible and do not appear to touch the ground.
   2. The tail of the kangaroo appears to be pointed more upwards than before.
   3. The italicized font of the airline 'Qantas' is different

Even if the change is very subtle, I can see a big difference and I like the difference

The airline has also changed the lettering on the side of its aircraft as part of the overhaul.

Not thrilled about the font, but on the aircraft, it all works.

The con temporize shape to the new kangaroo logo has the negative and positive space that seem to fit and balance the surrounding shape.

http://www.dinesh.com/History_of_Logos/Airline_Logos/Qantas_Logo_-_Design_and_History.html