Brief developed after research and intuition

I read with interest Marcello Minale’s letter regarding British Airways new identity (DW 24 October).

As Minale knows perfectly well, marketing briefs are not developed in a vacuum. They are the result of many factors including customer research, market intelligence, and business strategy combined with less tangible elements such as vision and intuition. To make an assumption (as he does) that the marketing brief for BA’s new identity was simply developed because it was easy to sell in is missing the point

What BA has done is brave and forward-thinking. We should applaud at least one British business which is thinking of the future. No wonder Mrs T got out her hanky. Quite clearly, her time has gone.

The great strength of the new design is the way it demonstrates an evolution from a great British airline (it’s still called British

Airways) to an airline that is part of and truly serves the new world market within which the diminishing numbers of global operators compete.

Paul Tullo

Creative director

Tullo Marshall Warren

London SW3