|FUSS OVER NOTHING?
NEW QANTAS LOGO
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|In a newspaper's Reader Poll taken soon after the release of
the new Qantas logo, 42% voted 'Not much difference'
20% voted 'Great' and 39% voted 'Don't like it'
Designers hopping mad over change of logo
THE new Qantas "big foot" logo which was
unveiled this week has been rubbished by the
designer who clipped the wings of the iconic
flying kangaroo logo more than 20 years ago.
Ron Dyer, who with Tony Lunn introduced the
wingless kangaroo in 1984, was speechless
when shown the new design earlier this week.
Mr Dyer questioned why Qantas would waste up
to $100 million changing the logo on its fleet
for what he described as an inelegant design.
"There is nothing stylish about that kangaroo
whatsoever," he said. "If you only knew how
long it took us to get that whole thing worked
Design agency Hulsbosch has spent 18 months
working on the new kangaroo but even before
its unveiling the logo came in for a hammering
from design and advertising experts, with one
executive likening the new logo to a
pterodactyl and the comic kangaroo from the
Warner Brothers cartoons of the 1950s.
Advertising and design specialist John Ford of
The One Centre said the new logo lacked the
elegance of the kangaroo that had graced the
tails of Qantas planes since 1984. "Dare I say
it, it looks more like a pterodactyl than a flying
kangaroo," Mr Ford said.
Garry Horner, creative director of Whybin TBWA
in Sydney and one of Australia's most
acclaimed advertising men, criticised the
decision to move away from a logo people had
come to love in favour of the giant-footed roo
he said looked comical.
Mr Horner described the logo as unbalanced
and warned iconic brands such as Qantas
changed logos at their peril. "I think people
find great comfort in the iconic images of the
brands they purchase or use. It was a great
logo and if it's not broken, don't fix it."
Ken Cato, who tweaked the Lunn-Dyer design
for the airline's 75th anniversary in 1995,
described the big-foot logo as ugly. Mr Cato
said he would have liked to have seen the
return of the winged kangaroo â€“ an image
he said that had mystical qualities.
Evolution of the roo ... the new Qantas logo, left,
and the previous four designs launched in 1944,
1947, 1968 and 1984, right
Described as "more pterodactyl than flying
Sources close to Hans Hulsbosch, head of the
agency that created the new logo, defended
the big-foot design, which had been forced by
the narrowing tail designs of the new
generation of jets.
"We found with the no-paint zones on the
A380, where the foot went through the
tailplane, it looked as if it had been
amputated," the source said.
"People probably didn't notice, but the
kangaroo logo has been reworked to fit into
the shrinking space over time."
It took 200 attempts to get it right, but the
man behind the new Qantas logo said he
never dared scrub out the 60-year-old flying
kangaroo. "I did one in three bits where the
tail, the head and the legs were on their own,"
said Hans Hulsbosch, who spent a month
redrawing the design. "But it became too
The change in logo was needed to
accommodate a new carbon-fibre panel on the
450-seat Airbus A380. It will take six years to
repaint all Qantas's 188 aircraft.
"We believe it didn't need radical redesign"
said the company's executive general
manager, John Borghetti.