BA ‘ethnic’ tailfins prove unpopular overseas

I and most design confrères empathise with Dorothy Mackenzie about BA’s identity switch (DW 18 June). As for me, the “ethnic” identities were indeed about reflecting a new, lively, open Britain with all the advantage that promises.

I and most design confrères empathise with Dorothy Mackenzie about BA’s identity switch (DW 18 June). As for me, the “ethnic” identities were indeed about reflecting a new, lively, open Britain with all the advantage that promises.

However, to be frank – a crushing majority of our business partners from the UK, France and Italy felt genuinely put out by the adoption of the “ethnic” programme. They felt destabilised, as if a trusted value had been put into question.

And you can understand the views of these people, not least the foreign customers, who see in the Union Flag an unchanging symbol of British quality.

Undeterred by this, however, a “South Africa” 747 still flies its daily route over the bookcase – rubber plant haul of my living room.

Martin Lowe

International account director

IG Design

Paris

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