Qantas today unveiled a new interpretation of its iconic logo, the flying kangaroo.

Qantas Executive General Manager John Borghetti said the time was right for a new adaptation of the airline’s logo, in keeping with Qantas’ increasing focus on contemporary design for its in-flight and on-the-ground products.

“This move also reflects the changing structure of our new aircraft – for example, the shape of our new kangaroo is a great fit for the tail of the A380 and other new generation aircraft,” Mr Borghetti said.

“We will also be progressively rolling out the new branding across the airline in the lead up to the delivery of the first A380 in August 2008,” he said.

The first of the airline’s fleet to carry the new logo and livery – a Boeing 767 operating domestic services – was rolled out today.

“The differences are subtle but distinctive, in keeping with the gradual evolution of the logo since it first appeared on one of our aircraft in 1944,” Mr Borghetti said.

“Our new flying kangaroo is sleeker and more contoured than the current version – a modern take on a design that has stood the test of time.” Creative and Managing Director of Hulsbosch Communications, Hans Hulsbosch, who designed the new look, said the evolution of such an iconic brand was both a challenge and a responsibility.

“The Qantas logo is one of the most recognised symbols of Australia in the world, with a strength that has been built over many years. We took great care to carry this legacy into the new design, but also gave it a very contemporary flavour with more organic, flowing lines, and a typeface created exclusively for Qantas that is crafted to match the curves of the kangaroo,” he said.

“The result is a look that retains Qantas’ long association with the qualities of Australia – natural, freespirited and confident – but that complements the ultra modern look of the new aircraft, onboard product and interiors.” The Qantas kangaroo logo first appeared in 1944, when the kangaroo from the Australian one-penny coin was adapted and painted beneath the cockpit of Qantas’ first Liberator aircraft. The logo has been revised four times since – in 1947, 1968, 1984 and 2007.