To work with Qantas on a brief like this is quite simply a once-in-a-generation opportunity.
There’s a delicate balance that needs to be struck when working on such a revered brand – the need to contemporise it while not straying too far from what everyone knows and loves.
The key opportunity for us was in contemporising the ‘roo. Making it more streamlined, and simplifying the shape. It’s evolved beyond a literal kangaroo – it’s become a unique brand symbol.
We also sought inspiration from the retro flying’ roos, capturing the movement of the wings in a modernised way. There’s a sense of energy and dimension now which truly reflects the spirit and optimism of the business.
The detail matters – this is a brand with such an extensive footprint. The identity has to work on everything from an aircraft tail to a mobile app.
The ‘roo and typeface reflect the airline’s new era while maintaining the same spirit.
There are rare opportunities when it makes complete business sense for a brand to evolve its identity. It’s a big job, it needs good reason. This was one of those moments.
Stuart O’Brien
CEO / Houston Group
It’s been 10 years since Qantas did this. The new identity is truly reflective of the brand we know today. It’s the kind of investment that allows Qantas to compete on a global stage as a leading premium airline.
Stuart O’Brien
CEO / Houston Group
