British Airways this week officially launched One World, its alliance with American Airlines, Cathay Pacific, Canadian Airlines and Quantas. The tie-up has a name and identity created by Interbrand Newell and Sorrell in London, with input from its New York and Singapore offices.
One World is second in size only to Star Alliance, a link-up between United Airlines, SAS, Lufthansa, Thai Airways and Air Canada. Star Alliance launched last year with an identity by Pentagram (DW 16 May 1997).
One World will see the linking of frequent flyer programmes operated by each of its member airlines, and aims to simplify ticketing and flight transfer issues.
The One World identity will be applied to ground-support vehicles, business class lounges, check-in desks, ticketing, frequent flyer material, signage, advertising and stationery.
It will not be applied to aircraft, and is not intended to replace the identities of the five member airlines.
BA is due to announce its design roster this week.