Destabilised by trusted values

I and most design confrères empathise with Dorothy Mackenzie about BA’s identity switch (MW June 17).

I and most design confrères empathise with Dorothy Mackenzie about BA’s identity switch (MW June 17).

As for me, the “ethnic” identities were indeed about reflecting a new, lively, open Britain with all the advantages that promises.

However, to be frank, a crushing majority of our business partners from the UK, France and Italy felt genuinely put out by the adoption of the “ethnic” programme. They felt destabilised, as if a trusted value had been put into question.

And one can understand these people, not least the foreign customers, who perceive in the union flag livery a reassuringly unchanging symbol of British quality.

Undeterred by this, however, a “South Africa” 747 still flies its daily route over the bookcase-to- rubber-plant haul of my living room.

Martin Lowe

International account director

IG Design

Paris

France

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