BA denies 60m logo

British Airways is denying allegations in The Sun this week that it is to spend 60m on introducing a new logo. Newell and Sorrell, believed to be working on an identity review for the airline, is refusing to comment.

A BA spokeswoman goes so far as to suggest The Sun has mocked up the “new” logo to illustrate its front-page article on Tuesday, which claimed “British Airways chiefs are blowing 60m on making tiny changes to their logo”.

Newell and Sorrell is believed to have been working on an identity review for the airline for a year, but neither the consultancy nor BA have ever confirmed the scope of the secrecy-shrouded project.

The BA spokeswoman says the logo pictured in The Sun is not by Newell and Sorrell and has not been selected: “We are always looking at our image and design and have had many designs created for us which have never seen the light of day. Evaluating your image is sound business practice.”

She says the 60m figure is “well off the mark” for the introduction of a new identity which will not happen for at least another year and only when “our customers tell us what they want”.

The new identity “will have a far greater impact than [the logo in The Sun] suggests”, she adds.