Bostock and Pollitt brands British Airways/Iberia merger group

The consultancy was appointed to the work in the last quarter of last year, following a pitch involving British and Spanish consultancies, according to Bostock and Pollitt managing director Philip Mann. Bostock and Pollitt has previously worked for British Airways, Mann says.

IAG will not be a consumer-facing organisation and Mann says the consultancy was briefed to create an identity ‘that would look like a business-to-business brand’. He says, ‘It had to have authority and distinction and have flexibility for application.’

Mann says Bostock and Pollitt had considered creating a symbol as part of the identity, but dropped this idea over concerns that it might make it look too much like a consumer brand, Mann says.

He says the black and white colour palette gives the new brand a ‘neutrality’ while the use of an aircraft tailfin in the A anchors it as an airline brand.