The iconic flying kangaroo that has adorned Qantas planes for more than 70 years lost its wings in 1984.
And now the poor roo has lost its front paws in the latest redesign of the logo which coincides with the launch of the airlines new Boeing 787 Dreamliners which enter the fleet next year.Â
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Qantas unveils Dreamliner
With more leg room and a new logo, Qantas has unveiled their new Boeing 787 Dreamliner.
The new logo is the brainchild of celebrated Australian designer Marc Newson.
"This re-design aims to retain the fundamental essence of the flying kangaroo but also move the brand forward," said Newson in the official press release.Â
"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."
For the purists, who prefer their marsupials to possess paws, the classic winged kangaroo that appeared on aircraft tails tails across three decades will feature under the cockpit window.Â
There is a reason why these logo revamps tend to coincide with "game-changing new aircraft joining the fleet" - as Qantas boss, Alan Joyce, put it.Â
The airline will need the increased revenue - plus the newly announced lift in its baggage fees - to help pay for the substantial cost of the revamp.
A redesign can cost many millions of dollars. And then there is the even larger cost of painting the new logo, and other livery changes, across all of the airline's planes ahead of its centenary in 2020.
Got a tip? ckruger@fairfaxmedia.com.au
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