09 September 2011

[logo] If This Logo Doesn't Return To You, They Call It A Stick

2693.As reported by LogoLounge.com, a major rebranding has occurred on an Australian air carrier, and it caught my eye because of its cool modern style and the whimsy beneath the style.

You've heard of Qantas, no doubt … that's probably Australia's most famous airline. For about the last twenty years, though, there's been a up and comer. You haven't heard of it. Partly because it's just all about Australia right now (a country that's a continent, and easily as big as the USA), and partly because the name - Strategic Air - is kind of strange. It sounds like a very serious airline, one that only type-A business people and members of the military might enjoy.

The name grew from its original name and remit - Strategic Air Services, an airplane brokerage company. But now, it's Air Australia … and I love the new look.

The colors are light an appropriate, but not low-contrast. And since Quantas has staked out the 'roo as well as the koala, what great national symbol remains – why, the boomerang, of course.

I adore the boomerang design here. It's deft and clever. Allows a visual unity with the wordmark and lives comfortably on the tail. The boomerang is one of the most wickedly-funny and wickedly-clever things ever devised … a stick which comes back to you. Uniquely Australian. And it transmits a positive message … if you take an Air Australia flight, you're sure to come back, if that's what you mean to do.

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