British Airways looks further than the flag

I was disappointed to read the letter by Marcello Minale regarding the new British Airways identity (DW 20 October). – In answer to his comments, the brief did not come from the marketing department, it came from the customers and the largest, global rese

I was disappointed to read the letter by Marcello Minale regarding the new British Airways identity (DW 20 October).

In answer to his comments, the brief did not come from the marketing department, it came from the customers and the largest, global research programme ever carried out by a private company.

If Britain is to be great again we must stop this flag waving. We should be showing the world that we are a modern nation.

British Airways is a British company and still wants to be known as one which is why the name appears in full, not just BA and why four out of the first 12 world art images are by British artists. More importantly, it listens to the people it serves and adapts to the changing needs to enjoy continued success into the next century.

Berryman Ball is a design supplier to BA.

Graham Jerome-Ball

Joint managing director

Berryman Ball

Berkshire SL4 6AN

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