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..
The History of Qantas
Qantas was founded on November 16, 1920, in Winton, Queensland, by Paul McGinness, Hudson Fysh, and Fergus McMaster. Initially, the airline operated as an air mail and passenger service in the rugged outback of Australia. The first aircraft used by Qantas was an Avro 504K, which could carry only a few passengers and mail. In 1921, the company moved its headquarters to Longreach, Queensland, and later to Brisbane.
During this period, Qantas built its own aircraft, the de Havilland DH.50, at its Longreach facilities. The airline expanded its network and established vital connections between remote Australian towns. In 1934, Qantas formed a partnership with Britain’s Imperial Airways, which led to the creation of Qantas Empire Airways (QEA). This collaboration enabled Qantas to launch international flights, which included routes to Singapore and the United Kingdom. By the late 1930s, Qantas was operating flying boat services, wherein it used Short Empire flying boats to carry passengers on long-haul journeys.
During the Second World War, Qantas aircraft were requisitioned for military transport and reconnaissance missions. The airline played a crucial role in war efforts and provided essential services to the Australian government. Despite heavy losses, Qantas emerged from the war as a key player in global aviation. After the war, Qantas resumed commercial operations and introduced its iconic kangaroo logo in 1944. In 1958, Qantas became the first airline to introduce a round-the-world service; that is, it flew from Sydney to London via Asia and the United States.
In the 1960s, Qantas entered the Jet Age with the introduction of the Boeing 707. This transition allowed the airline to offer faster, more efficient services to destinations worldwide. The introduction of the jet aircraft helped burnish the reputation of Qantas as a leading international carrier. In 1971, Qantas added the Boeing 747 to its fleet and increased its passenger capacity significantly. It thus made long-haul travel more accessible. The airline expanded its services to include flights to North America, Europe, and Asia.
Throughout the 1980s and 1990s, Qantas continued to grow. For instance, it acquired the Australian domestic airline Trans Australia Airlines (TAA) in 1992, which led to the airline’s privatisation in 1995. This move allowed Qantas to operate both domestic and international services under a unified brand. In the 2000s, Qantas embraced modern technology and expanded its fleet with Airbus A380s and Boeing 787 Dreamliners. The airline introduced new business and premium economy classes, thereby enhancing the passenger experience.
Qantas also pioneered the world’s longest commercial non-stop flight in 2019, wherein it connected Sydney and New York as part of Project Sunrise. This project aims to introduce ultra-long-haul flights and reduce the need for stopovers on international routes. Despite challenges such as the COVID-19 pandemic, Qantas has remained resilient and focused on innovation, sustainability, and customer experience. Today, Qantas continues to be a leader in global aviation and upholds its legacy as the most recognised airline in Australia.
Interesting Facts About Qantas
- Qantas is the third-oldest airline in the world, after KLM and Avianca, and has been in continuous operation since 1920.
- Qantas has an outstanding safety record and has been famously dubbed “the world’s safest airline” by aviation experts and media outlets.
- Qantas was the first airline to introduce a round-the-world route. It has pioneered ultra-long-haul non-stop flights through Project Sunrise.
- Qantas introduced the world’s first business class service in 1979, which set a trend that other airlines followed suit.
- The iconic logo of the airline, the Flying Kangaroo, has evolved over time and remains one of the most recognisable symbols in aviation.
- At one time, Qantas was the world’s largest operator of Boeing 747 aircraft, which it used extensively for long-haul flights.
- Qantas has been used as a reference in numerous films and TV shows, which include Rain Man. In the movie, the character played by Dustin Hoffman had famously stated that “Qantas never crashes.”
- Qantas has been involved in various rescue and evacuation missions, which include airlifting Australians from crisis zones and natural disaster areas.
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.