Qantas Airways, the flagship carrier of Australia, is one of the world’s oldest and most renowned airlines. Established in 1920, Qantas (Queensland and Northern Territory Aerial Services) has built a global reputation for safety, innovation, and service. Over the years, its logo has evolved significantly and has reflected the growth, technological advancements, and branding strategies of the airline. This article explores the history and transformation of the Qantas logo over the years.
The Genesis of the Qantas Logo (1920 – 1930)
The original logo of Qantas was the capitalised wordmarks “QANTAS” and “LTD” in black uppercase and placed against a white background. The individual letters were separated by small black squares, which appear to have symbolised the aeroplane windows. Also, the ends of individual letters had diagonal cuts to add a sharp feeling. The logotype was written using a custom modern and stylish geometric sans-serif typeface.
(1930 – 1944)
The redesigned logo of 1930 featured the black contour of the Australian continent enclosed within a double circular frame in black. It had two white wings interspersed with thin red lines spread on either side. The brand name “QANTAS LIMITED” was shown around the perimeter between two circular frames in bold, black uppercase.
(1944 – 1947)
A significant milestone in the Qantas logo’s evolution occurred in 1944 when the airline introduced the winged kangaroo symbol. It was inspired by the Australian one-penny coin, which featured a kangaroo. The design paid homage to the national identity of the airline. This was the first time Qantas had adopted a recognisable emblem, which helped it to establish its brand presence on the aircraft tails and promotional materials.
The winged kangaroo in white and facing left was set against a boomerang backdrop in red, which further reinforced its connection to indigenous heritage and landscape of Australia. The wordmarks “Qantas Empire Airways” and “Kangaroo Service” were rendered in white around the perimeter of the white circle. This version of the logo became synonymous with Qantas’ post-war international expansion, particularly with the launch of services to London in 1947.
(1947 – 1968)
In 1947, the redesigned logo featured a flying kangaroo in blue and white placed on a globe of the same colour. The kangaroo was quite enlarged compared to the globe, and its white wings were stretched to the right.
(1968 – 1984)
In 1968, Qantas underwent a significant rebranding and introduced a more streamlined and modern logo. In this iteration, the boomerang was removed, and the winged kangaroo was made sleeker and more stylised. This change reflected the airline’s shift towards jet-powered aircraft, particularly with the introduction of the Boeing 747.
The logo featured a right-facing flying kangaroo placed inside a red circular frame. The brand name was placed beneath the frame, written in a bold black sans-serif typeface. The elongated lines of the kangaroo were well balanced by the solid wordmark to make the logo appear modern and powerful.
(1984 – 2007)
The next major redesign came in 1984, wherein the Flying Kangaroo version was retained but the wings were eliminated. The image symbolised a more modern and sophisticated identity. The design was created by Hans Hulsbosch, which showed the flying kangaroo in white placed inside a red triangle to resemble the tail and wings of the aeroplane. The big-sized brand name in bold black and rendered in an italicised sans-serif typeface was placed on the right side of the emblem.
(2007 – 2016)
In 2007, Qantas introduced another evolution of its logo, which modernised the Flying Kangaroo to align with the airline’s entry into the Airbus A380 era. The design featured a more three-dimensional, sculpted look and gave the flying kangaroo a sense of motion and dynamism. The contours of the flying kangaroo were elongated, and the wordmark on the right was written in grey and in a curved sans-serif typeface.
(2016 – Present)
The most recent update to the Qantas logo came in 2016, which coincided with the introduction of the Boeing 787 Dreamliner fleet. Designed once again by Hans Hulsbosch, the new logo features a simplified and more minimalist Flying Kangaroo, with smoother lines and a refined shape. It is placed inside the image of a tail of an aircraft with a new gradient red colour palette. The wordmark was changed to a black colour and written using a custom modern sans-serif typeface.
This latest version of the Qantas logo represents the airline’s evolution into the digital age and balances heritage with contemporary design. The streamlined approach ensures clarity and versatility across various media, from mobile apps to aircraft liveries.
The Elements of the Qantas Logo
Font
The Qantas logo features the brand name in bold uppercase lettering and written in a sleek and smooth italicised sans-serif typeface. Its modern and stable character contours are similar to the Kinetica Bold font, albeit with slight modifications to certain letter shapes.
Colour
The Qantas visual identity is defined by a classic and sophisticated colour palette of red, white, and black. This timeless combination symbolises excellence and power and gives the logo a professional and dynamic appearance..
Finally
The Qantas logo has undergone several changes over the past century. Each logo iteration reflects changes in the airline industry, technology, and branding trends. From its humble beginnings as a simple text-based design to the iconic Flying Kangaroo, the Qantas logo has become a powerful symbol of Australian aviation and national pride.