This File is the research of our MBA's Logo presentation.

2. PRESENT LOGO
FROM 1997 ONWARDS
THIS LOGO WAS CAME INTO EXISTENCE ON 10TH
JUNE 1997 & REMAIN AS IT IS TILL TODAYS DATE. THIS
CHANGES COMES BEACAUSE THEY THOUGHT THAT THIS WILL BRING NEW BRITISH IMAGE & BECOME A
TRULY WORLDWIDE AIRLINE. THIS WAS DEVELOPED WITH NEWELL & SORRELL.
THIS LOGO/SYMBOL WAS DEVELOPED, WHICH WOULD SIT PROMINENTLY AT THE FRONT OF THE
FUSELAGE. IT WAS KNOWN AS “SPEEDMARQUE”, IT INDICATES THE LINK BACK TO THE OLD (BOAC)
SPEEDBIRD SYMBOL. THE TYPEFACE FOR THE NAME BECAME SLIGHTLY “SOFTER”, BUT STILL RETAINED

3. SIMILARITIES WITH IT’S PREDECESSOR. THE BLUE COLOUR ON THE FUSELAGE WAS REDUCED IN FAVOUR
OF MORE WHITE. THE BOTH SHADES BECAME MORE BRIGHTE.
THE MORE IMPORTANT PART OF THIS LOGO IS THAT THE AIRLINE CALLED THE ARTIST ALL OVER THE
WORLD TO REPAINT THE ENTIRE TAIL WITH MOTIFS THE FROM THE AIRLINES DIFFERENT DESTINATIONS.
ACCORDING TO MARKETING MAGAZINE (UK)
THIS IS THE CORPORATE IDENTITY WHICH WILL TAKE BRITISH AIIRWAYS INTO THE NEXT MILLENNIUM
HAS BEEN THE SUBJECT OF FEVERED MEDIA SPECULATION. EVEN BEFORE THE PUBLIC HAD AN INKLING
OF WHAT WAS TO COME.
IT HAD SET THE COMPANY NAME IN A SOFTER, ROUNDER TYPEFACE AND REPLACED THE RIGID, TWO
DIMENTIONAL SPEEDWINGS WITH ATHREE- DIMENTIONAL TWO COLOUR SYMBOL, WHICH IT HOPES
WILL BECOME RECOGNISABLE.
MARKETING DIRECTOR MARTIN GEORGE SAID THAT “IN THE PAST, BRITISHNESS WAS REPRESENTED BY
THE ROYAL FAMILIES AND THE CLASS SYSTEM.” NEW BRITAIN IS ABOUT THE MULTICULTURAL SOCIETY
AND THE COUNTRY AS A LEADER IN ARTS AND FASHION. I THINK OUR IDENTITY REPRESENTS THAT. I
THINK IT UPDATES THE IMAGE OF BRITAIN.”
HISTORY OF COMPANY AND
PRODUCTS OVER THE YEARS:-
BRITAINS FOUR PIONEER COMPANY SIMULTANEOUSLY STARTED THE IMPERIAL AIRWAYS LIMITED ON
31ST
MARCH 1924.

4. IT WAS NATIONALISED IN 1939 TO FORM THE BRITISH OVERSEAS AIRWAYS CORPORATION (BOAC).
BOAC BECAME THE WORLD’S FIRST AIRLINE TO OPERATE JET AIRLINERS ON 2ND
MAY 1952.
IN 1974 BRITISH AIRWAYS WAS FORMED THROUGH THE MERGER OF (BOAC) AND (BEA) BRITISH
EUROPEAN AIRWAYS.

5. FROM 1973-1984
THIS LOGO WAS CREATED BY NEGUS & NEGUS IN 1973. THIS LOGO INCLUDES A PART OF
UNION JACK THAT COULD BE FOUND AT THE TAFLIN OF THE PLANES. BOAC IDENTITY WAS THE
SPEEDBIRD SO THEY RETAINED AND PUT AT THE FRONT OF PLANES..
IN EARLY 1980 IT UNDERGOES WITH PRIVATISATION. COLIN MARSHALL WAS HIRES AS CEO BY
SIR JOHN KING IN 1983. HE FOUND THAT THIS AIRLINED CLAIM FALSE THING “THE WORLD’S
FAVOURITE AIRINE”, WHILE MANY OTHER LARGE AIRLINES WERE STRUGGLED.
MARSHALL FOUND THERE WAS HUGE LOSS OF 545 MILLION EURO. BUT SOMEHOW THE KING
MANAGED THE CONSIDERABLE TRICKS TO COME OUT OF IT.

6. FROM 1984 - 1997
IT WAS CREATED BY LANDOR ASSOCIATES. AFTER SO MUCH OF LOSS THEY DECIDED TO
CHANGE IT’S IDENTITY AMONG PEOPLE. FINALLY THEY LAUNCH THIS NEW IDENTITY FOR THIS
AIRLINE ON 4TH
DEC, 1984.
THIS NEW LOGO WAS MAINLY OF 3 COLOURS. WHICH WERE CALLED PEARL GREY, MIDNIGHT
BLUE AND BRILLIANT RED. IT CONSIST MANY OF NEGUS LIVERY WERE KEPT. ALTHOGH THE
SHADES WERE DIFFERENT. THIS CONTENT THE UNION JACK THAT WAS ON THE LOWER PART OF
THE TAILFIN WAS ALSO RETAINED. WHILE THE UPPER PART OF THE TAILFIN WAS CHANGED TO

7. BLUE AND EMBLAZONED WITH ‘BRITISH AIRWAYS’ COAT OF ARMS, THE FONT OF THE NAME
ALSO CHANGED.
IT INCLUDES THE RED ‘SPEEDWINGS’ WHICH RUNS ALONG THE ENTIRE FUSELAGE. THIS
SPEEDWINGS COULD ALSO BE SEEN IN NEW LOGO.
IN 1990s IT BECAME THE MOST PROFITABLE AIRLINE UNDER THE SLOGAN OF “THE WORLD’S
FAVOURITE AIRLINE”.
IN THE YEAR 1992 IT BOUGHT GERMAN DOMESTIC AIRLINE CALLED DELTA AIR TRANSPORT AND
RENAMED IT DEUTSCHE BA WHICH MAINLY OPERATING IN BOEING. IT ALSO ENTERED IN
FRENCH MARKET IN 1994 & BOUGHT 49.9 % STAKE IN TAT EUROPEAN AIRLINES AND 70 % IN
AIR LIBERTE IN 1997. SIMILAR TO THAT THEY BOUGHT 25 % IN AA, 24 % IN AMERICAN
AIRLINES.
BOB AYLING NEWLY APOINTED CEO, ENTERED A PERIOD OF FINANCIAL TURBULENCE DUE TO
INCREASE IN COMPETITION AND INCREASE IN OIL PRICES. DUE TO THIS THE AIRLINES
MANAGEMENT CLASHED WITH TRADE UNIONS OVER PLANNED CHANGES.
ACCORDING TO BOB AYLING “IT GOES MUCH DEEPER THAN THE PAINT ON THE AIRCRAFT OR
THE INK IN OUR PUBLICATIONS. IT IS THE PHYSICAL MANIFESTATION OF A FUNDAMENTAL
REVIEW F OUR MISSION, OUR VALUES AND OUR CORPORATE GOALS.”
IN THE YEAR 2000 THERE WERE 50 DROP IN PROFITS OF BA AND BOB AYLING REMOVED FROM
HIS JOB.
SOURCES & REFERENCES
http://logos.wikia.com/wiki/British_Airways#1997.E2.80.93
http://logos.wikia.com/wiki/British_Airways
http://www.dailymail.co.uk/news/article-2039678/British-Airways-relaunches-new-slogan-
nods-imperial-origins.html
http://www.britishairways.com/travel/home/public/en_in