Qantas rebrand – new era spirit or just spiritless?

Rebrand, brand refresh

Australia’s national carrier just launched its refreshed brand identity. It’s being positioned as “a new era, same spirit”.

The Qantas rebrand is being linked to the airline’s new fleet of Dreamliner aircraft. It follows a series of service and product improvements.


“This is not just a change of logo; it is far greater than that. There is a significant transformation programme across Qantas and on-going investment and commitment to continuing to improve the overall brand and customer experience,” said Olivia Wirth, Qantas Group executive brand, marketing and corporate affairs.

While I’m extremely supportive of the inside out brand approach Qantas has taken, I feel they’ve missed the mark on the unveiling and communication of the rebrand.

rebrand, airline rebrand

The new Qantas brandmark features a sleeker kangaroo and new wordmark. There’s already been lots of chatter about whether there was solid rationale for the Kangaroo to be changed again (it was last updated in 2007). Also, issues around legibility of the Q in the wordmark.

While I agree with some of these comments, I’m more concerned by the lack of effort to bring to life the spirit of the Qantas brand.

A video has been produced to tell the Qantas brand story and unveil the new identity but it feels extremely flat. Far from a new era, same spirit – if feels like it’s completely lacking any brand spirit.

Qantas needs a richer and more emotive brand narrative to engage people in the change. The airline still isn’t communicating a powerful and distinct belief system. This should’ve been the perfect moment for the brand to dial up its personality and re-engage Australians but unfortunately, so far it seems to be a missed opportunity.

What do you think about the rebrand?

Michael Hughes

Michael is Managing Partner and Strategy Director at Truly Deeply, a brand agency with 25 years’ experience working with brands to position them for growth. His deep expertise is in unlocking the strategic power of your brand to create a differentiated, compelling and authentic brand proposition that will engage all your audiences. Michael has extensive experience working across Australia and the Middle East working with leading Australian and International organisations across just about every sector.

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1 Comment

  1. travelled from london to sydney this year on business and they should have invested the money in their food choices. Neil perry food was awful. i do not like the new logo it looks like a child drew it. what a waste of money. Juice will go down as that guy who made qantas logo awful.

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