BA criticism highlights a sorry tail

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I feel both angry and sad over Marcello Minale’s letter regarding BA’s new identity.

Angry because comments such as this do so much damage to our profession. BA has been brave and, in my view, fantastically creative in going with its new identity. We need examplars like this to help designers push the boundaries and move forward. Marcello’s comments only add fuel to the sceptic’s fire to resist change.

When the same outcry happened on the launch of the new BT identity some years ago, it made many big corporations nervous about corporate change and projects were put on hold for years, doing untold damage to our industry.

I am also sad because I think it is just unprofessional to criticise another company’s work without full knowledge of all that has gone into it. It’s just not necessary and I’m surprised Marcello should do this as I always thought negativity was a singularly British disease.

Fortunately, as I understand it, the reaction from overseas has been wholly positive to BA’s new identity. Personally, I can’t see what all the fuss is about. For me, it is a perfect balance between a British identity and a global idea. For those who obviously haven’t noticed, it does still say British Airways and there is a strong icon representing our national colours and flag. I just look forward to the redesign in another ten years or so when I’m sure the outcry will be “Bring Back The Tails”.

Jonathan Sands

Managing director

Elmwood Design


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