Qantas has revealed an update to its iconic Kangaroo logo ahead of the introduction of the Boeing 787 Dreamliners next year.
In only the fifth change to the red-and-white image on the tail of Qantas aircraft the Kangaroo gets a new streamlined look and the airline says shading gives it a sense of depth and movement.
Qantas chief executive Alan Joyce revealed the new design together with the new business suites and economy seats that will feature on the B787 (see separate release) to a hangar of around 1000 employees and guests in Sydney.
"We wanted to make sure our brand remained familiar but we also wanted it to be more modern and dynamic,'' said Joyce.
"When we looked at the history, we found that the logo has been updated around the time of a game-changing new aircraft joining the fleet.''
The tradition went back to the Lockheed Constellation in 1947, the B747-300 in 1984 and the A380 in 2007.
The refreshed brand helped symbolise the new era Qantas was entering as it headed towards 100 years in the air.
Qantas' Dreamliner will seat 236 passengers across business, premium economy and economy cabins.
The business suite is the next generation of the seat recently installed on Qantas' Airbus A330 fleet.
The suites also have a fully-flat bed and are laid out in a 1-2-1 configuration, each suite has direct aisle access as well as the ability to stay reclined during take-off and landing.
Economy passengers will also have an extra inch of seat pitch compared with the national carrier's A380 - and an all-new seat.
The new branding design was overseen by Qantas consultant designer, Marc Newson, in partnership with Australian design agency Houston Group.
When we looked at the history, we found that the logo has been updated around the time of a game-changing new aircraft joining the fleet.
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Newson said aircraft tails were a fantastic canvas to work on and the Qantas logo was one of the most recognisable in the world.
"This new brand is more streamlined and the shading behind the kangaroo gives a better sense of movement and depth. A silver band now extends from the tail to the rear of the fuselage, to give a more premium feel.''
The 2m tall typography for the word Qantas has been carefully streamlined.
Qantas will also appear on the aircraft's belly.
The new design will gradually appear across the Qantas network from today, starting with digital assets, signage and advertising. Inventory of other items - such as pyjamas - has been run down in preparation for the new logo.
See Qantas' Dreamliner factsheet: