Fitch propels relaunch of BA children’s brand

British Airways this week unveils the first revamp of its Skyflyers brand in a decade, with an identity and cartoon characters designed by Fitch London.

According to Fitch London associate design director Michelle Dabinett, the brand, which is aimed at young flyers, has traditionally suffered through a lack of any point of difference.

‘It’s been around for ten years, but previously its identity was just a tagline attached to the BA logo. There was nothing there for children to relate to,’ she says.

The consultancy has designed a bespoke logotype, which aims to communicate speed and adventure, and has collaborated with British illustrators Tado on two intergalactic cartoon characters, Skyflyers Bravo and Alpha.

‘Phonetic’ Bravo and Alpha – based on the letters B and A – are rendered in BA’s red, white and blue brand colours and have the ability to fly, thanks to their power boots and pigtails, respectively.

‘The brand is all about exploration, exchange, excitement and expression,’ Dabinett explains.

Skyflyers’ identity and characters roll out from this week across posters and leaflets, a log book in which children can collect ‘mini miles’, an on-board activity pack and promotional items including T-shirts and glow-in-the-dark wristbands.

Fitch London won the work in February on the back of its existing relationship with BA. Dabinett was creative lead on the project.