BA to launch ‘interim’ identity

British Airways is introducing an “interim” identity ahead of its full corporate makeover being handled by Newell and Sorrell.

In what appears to be a preparatory stage, BA aircraft due for painting are to be given a blue and white fuselage with the airline’s name in a modified typeface. The first such plane should be seen after Christmas.

The blue, described by BA as “warmer”, replaces the existing blue on the bottom half of the aircraft, with the white replacing the pearl grey on the top. The red “speedwing” line along the fuselage goes, although the crest on the tail remains.

A BA spokeswoman describes the new typeface as “only slightly modified”. She says the full new identity will be seen well into 1997, after testing of concepts is completed: “This interim look is not necessarily the final design.”

BA has never publicly confirmed Newell and Sorrell is designing the new identity, and the consultancy remains tight-lipped about the project and the interim identity.