British Airways adopts interim livery in a step toward new image

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LONDON -- British Airways has detailed plans for an interim livery for its airplanes as a first step toward changing its corporate identity during the next three years. The interim livery will be the "visual expression" of the airline's "repositioning for the new millennium." The interim livery will be applied to 40 airplanes during the next four months.

Derek Dear, BA's acting director of marketing, said: "Our existing corporate image has served us extraordinarily well over the last 12 years. We have been talking to customers around the world and find that our visual image is no longer moving us forward. In some areas it is holding us back."

Bob Ayling, BA chief executive, quashed beforehand the perennial rumor that "British" will be dropped from name British Airways. "It (the new identity) will also reflect my vision of the new British Airways being a truly global company, providing excellent customer service. We will not, however, change our name, rest assured."

The interim livery features a blue fuselage, white top and a different typeface for the airline's logo. The red Speedwing stripe under the logo will be removed, but the crest on the tail will stay. Starting this month new aircraft that are delivered and existing planes that come in for routine repainting will be given the interim design. The final design will include elements of the interim design. A British Airways spokesperson says a number of consultancies are working on the new design, but would not identify them.

Copyright January 1997, Crain Communications Inc.

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