Qantas reveals new logo with Dreamliner 787 launch
Qantas has overhauled its image to shore up its reputation as an aviation leader.
A new-look font and revamped flying kangaroo have been revealed with the arrival of the Australian carrier's very first Dreamliner 787.
Evolution of the Qantas logo (supplied)
It's the fifth time the airline has overhauled its logo since World War II and CEO Alan Joyce says his staff have welcomed the changes with open arms.
"Our crew, our pilots, they're so excited about the fact that we continue to modernise, we continue to change the brand."
The new kangaroo is a simpler, more abstract design, with its paws now merged with its body.
"This new brand is more streamlined and the shading behind the kangaroo gives a better sense of movement and depth," says designer Marc Newson.
"A silver band now extends from the tail to the rear of the fuselage, to give a more premium feel."
Mr Joyce said the kangaroo "represents the spirit of Australia" and is a reminder of home for Australians.
"This is the symbol that has been on every Qantas aircraft since the Second World War."
Along with the kangaroo, the font used in the airline's name has also changed, losing the bold and italics.
The Qantas Dreamliner craft will start flying next year.