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BRITISH AIRWAYS denies newspaper reports that work by artists such as David Hockney and Peter Blake is to be applied to aircraft as part of its new identity.

But the airline could not deny that the idea was considered, or that talks with the artists named in the The Sunday Times and Daily Mail had taken place.

Work by Hockney, Blake and other artists is currently on show in BA’s departure lounges at Terminals 1 and 4 at London Heathrow Airport.

A BA spokeswoman says this display has led to confusion in the press about the artists’ role in the identity redesign, due to be launched on 10 June.

BA is maintaining the veil of secrecy over its new identity created by Newell and Sorrell, while it briefs its 50 000 staff about the redesign. It is, however, believed to incorporate a “squiggle”, as shown in the press.

There will be simultaneous launches at German and UK airports. In Germany the airline flies as Deutsche BA and the logo – reported to include the “squiggle” – bears that name.

Newell and Sorrell will not comment on the marque’s appearance.

Consultancy co-chairman John Sorrell says, “In line with the best communications practice, the identity is being shown to BA staff before the public launch. I think they’re doing it right.”