Branding bravery should be applauded

I feel angry and sad over Marcello Minale’s letter regarding British Airways’ identity (DW 24 October). – Angry because comments such as this do so much damage to our profession.

I feel angry and sad over Marcello Minale’s letter regarding British Airways’ identity (DW 24 October).

Angry because comments such as this do so much damage to our profession. BA has been brave and creative in going with its new identity. We need examples like this to help designers push the boundaries and move forward.

When the same outcry happened on the launch of the new BT identity some years ago, it made many big corporations nervous about corporate change and projects were put on hold for years, doing untold damage to our industry.

I am also sad because I think it is just unprofessional to criticise another company’s work without full knowledge of all that has gone on over nearly two years of planning and research.

Fortunately, as I understand it, the reaction from overseas has been wholly positive to BA’s new identity. For me, it is a perfect balance between a British identity and a global idea. For those who obviously haven’t noticed, it does still say British Airways and there is a strong icon representing our national colours and flag. I just look forward to the redesign in another ten years or so when I’m sure the outcry will be “Bring back the tails”.

Jonathan Sands

Managing director

Elmwood Design

Leeds LS20 9LT

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