Ba Changes Logo; 6bn Plan To Take On Rivals
British Airways (BA) announced a change of colour as well as the logo, besides unveiling a new 6 billion corporate strategy, at a global launch yesterday.
In an operation dubbed the worlds biggest secret, the airline carried out extensive consumer research exercise before presenting British Airways as a global airline with over 60 per cent of its customers originating from outside the United Kingdom.
The fresh paint for British Airways is also borne out of the stiff challenge posed by the five-star alliance (a tie-up of five major airlines) launched in early May.
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The star alliance, with a combined fleet of about 1,300 aircraft, is seen as a direct threat to other top airlines in the world, especially BA, which has been fighting a tough battle to get European Unions okay for its tie-up with American Airlines.
The star alliance partners have criticised the tie-up as an attempt by BA-AA to monopolise some of the key markets, including North American routes.
The new corporate identity of BA includes 50 world images, which will appear on the airlines 300 aircraft, ground vehicles, stationary, signage, timetables, baggage tags and ticket wallets.
The name British Airways will now have a softer, rounder typeface, and a new three-dimensional speed marquee has replaced the flat red speed wing symbol along the side of the aircraft fuselage. However, the Union Jack will be conspicuous by its absence on the tails of BA aircraft.
The 6 billion investment programme involves purchase of 43 new aircraft on order for delivery in the next three years, costs of new buildings and a world cargo centre at Heathrow.
The airlines corporate palette of red, white and blue has been brightened and lightened, drawn from the British Union Flag to reflect the British heritage.
All British Airlines aircraft tails will sport 50 new designs, 15 of them unveiled yesterday. They include a tartan from the Scottish Highlands, a tent panel from Egypt, calligraphy from China, a Japanese painting, Delft potteryware, a Polish paper cut and murals from a tribe of South Africa.
For India, a new design will be launched soon.
All the services now offered by British Airways will be reviewed over the next three years and will include plans to stretch the airlines brand into new areas of business.
They include, new products and service for the leisure traveller and re-evaluation of Concorde, first and club brands. In India, all British Air;ines sales centres will be open on all seven days a week and welcome desks will be set up at the airports to guide the passengers to their destinations.