Enthusiastic welcome for lively identity

I read with interest Marcello Minale’s letter (DW 24 October).

We have been working with British Airways on a completely different project over the last year, and, having signed more confidentiality agreements than we’d had hot dinners, we witnessed several pre-launch presentations of the new identity to a wide audience.

It was, without exception, greeted with incredible enthusiasm – partly, I suspect, because it has an optimism and liveliness entirely lacking in most other airline identities. I don’t really care whether we saw something similar in the Sixties – the time is now.

Although I do personally have reservations about the type style, I think it is a brave identity and I am all for brave identities. No one could accuse the old Landor identity of being brave. Or, for that matter, British.

Lynn Trickett

Trickett & Webb

London WC1