A new era of travel for Australia’s most iconic brand
Qantas
Services
Brand Strategy,
Brand Identity,
Brand Architecture,
Digital Design
THE BRIEF
There are those rare opportunities when it makes complete business sense for a brand to evolve its logo and identity. It demands good reason. For Qantas, this was the launch of their new 787-9 Dreamliners in 2016 – a decade since their last rebrand.
And since then, Houston has been entrusted with a range of strategic and design briefs, including the most recent Communication design system refresh in early 2024.
The decision to modernise the Roo was not a light one. Our national carrier, a symbol of heritage, quality and safety – this was a brand owned by the people of Australia, not just a company. The pinnacle behind years of capital investment in the Qantas experience, everything from the on-board menus to the lounges to the customer service had been improved – to deliver on Qantas’ promise of being the world’s leading premium airline.
And since then, Houston has been entrusted with a range of strategic and design briefs, including the most recent Communication design system refresh in early 2024.
The decision to modernise the Roo was not a light one. Our national carrier, a symbol of heritage, quality and safety – this was a brand owned by the people of Australia, not just a company. The pinnacle behind years of capital investment in the Qantas experience, everything from the on-board menus to the lounges to the customer service had been improved – to deliver on Qantas’ promise of being the world’s leading premium airline.
There are those rare opportunities when it makes complete business sense for a brand to evolve its logo and identity. It demands good reason. For Qantas, this was the launch of the new 787-9 Dreamliners in 2016 – a decade since their last rebrand.
THE SOLUTION
The key opportunity for us was in contemporising the kangaroo and ensuring it reflected the premium offering of the brand. It’s evolved beyond a literal animal now – it’s more a unique brand symbol, which we’ve streamlined and simplified. And while our focus was on modernising the brand, we also paid tribute to Qantas’ rich heritage. We sought inspiration from the retro flying ‘roos, alluding to the movement of the wings with the depth and dynamism of the silver shading. There’s a renewed sense of energy and dimension now – which truly reflects the energy of the business.
Services
Brand Strategy,
Brand Identity,
Brand Architecture,
Digital Design
“It’s been 10 years since Qantas embarked on a rebranding journey. The new identity is truly reflective of the brand we know today. It’s the kind of investment that allows Qantas to compete on a global stage as a leading premium airline.”
STUART O'BRIEN, CEO & FOUNDER, HOUSTON GROUP
Relevant Projects
Houston Group acknowledges Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of Country throughout Australia. Our studio sits on the traditional lands of the Gadigal people of the Eora nation and Wurundjeri people of the Kulin, and we pay our respects to their Elders past and present.
Check out our reconciliation action plan