BA still has a long way to go

Talking of professionalism, what is British Airways playing at? The new identity is on a three-year roll-out programme, so it wasn’t surprising to find little trace of it at Gatwick Airport on Sunday. What was shocking was that, even on a quiet morning, it took almost an hour to collect a prepaid ticket from the main BA desk. Bob Ayling’s vision of serving people doesn’t seem to have kicked in yet, but the situation wasn’t helped by signage on the sparkling new desk with its speedmarque logo (the only one in evidence) saying simply Ticket Sales – no mention of pre-paid or collection. Design fault or bad brief?