Comments on: For Rio: Galaxy, or Constellations? http://www.identityworks.com/forum/identity-strategy/branding-rios-world-cup-olympics-venues/ Just another WordPress weblog Thu, 17 May 2012 03:31:40 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Marius Ursache http://www.identityworks.com/forum/identity-strategy/branding-rios-world-cup-olympics-venues/comment-page-1/#comment-4252 Marius Ursache Tue, 10 Nov 2009 16:47:51 +0000 http://www.identityworks.com/forum/?p=246#comment-4252 The 1997 BA rebranding is one of my favorite projects, and I have to say Newell & Sorrell (now Interbrand) did a great design job. I discussed the specifics with Chris Holt, then Head of Design Management with BA, and learned several interesting things: the identity style was changed because of the bad PR it received, starting with Margaret Thatcher's public opinion that it was horrible. Also, the new positioning (World's Favourite Airline) failed because of internal issues, so BA got back to being British, not global, only 4 years after. the costs are managed differently--plane livery was planned to be changed according to maintenance periods, so that costs were to be smaller. If you think, it was the changing to the Union Jack in 2001 meant higher costs. there is a common myth that the ethnic liveries weer causing confusion to air control. It is funny how some people think that air traffic is managed by looking at tailfins :-) The 1997 BA rebranding is one of my favorite projects, and I have to say Newell & Sorrell (now Interbrand) did a great design job. I discussed the specifics with Chris Holt, then Head of Design Management with BA, and learned several interesting things:

the identity style was changed because of the bad PR it received, starting with Margaret Thatcher’s public opinion that it was horrible. Also, the new positioning (World’s Favourite Airline) failed because of internal issues, so BA got back to being British, not global, only 4 years after.
the costs are managed differently–plane livery was planned to be changed according to maintenance periods, so that costs were to be smaller. If you think, it was the changing to the Union Jack in 2001 meant higher costs.
there is a common myth that the ethnic liveries weer causing confusion to air control. It is funny how some people think that air traffic is managed by looking at tailfins :-)

]]> By: Gabi Toth http://www.identityworks.com/forum/identity-strategy/branding-rios-world-cup-olympics-venues/comment-page-1/#comment-3979 Gabi Toth Tue, 03 Nov 2009 21:58:18 +0000 http://www.identityworks.com/forum/?p=246#comment-3979 I just love the example Marius provided, very relevant for a hybrid solution. But I'm afraid BA dismantled it few years later because of the rocketing implementation costs. So Alina's point emphasizing the importance of the economies of scale is valid... I just love the example Marius provided, very relevant for a hybrid solution. But I’m afraid BA dismantled it few years later because of the rocketing implementation costs. So Alina’s point emphasizing the importance of the economies of scale is valid…

]]> By: Marius Ursache http://www.identityworks.com/forum/identity-strategy/branding-rios-world-cup-olympics-venues/comment-page-1/#comment-3634 Marius Ursache Thu, 29 Oct 2009 10:49:55 +0000 http://www.identityworks.com/forum/?p=246#comment-3634 I was going to suggest a mix of the two approaches, but Scott already said it. :-) I think that these projects offer immense opportunities in creating a strong brand for Brazil and its cities, therefore expressing a very rich & diverse socio-cultural background. I couldn't find a similar example in Olympics/sports competitions, but the first identity that comes to my mind which expresses the above diversity is the former British Airways identity by Newell-Sorell. <img src="http://paulrobertlloyd.com/_gfx/articles/britain_rebranded/ba_tailfins.jpg" width="486" height="237" alt="BA Tailfins" /> I was going to suggest a mix of the two approaches, but Scott already said it. :-)
I think that these projects offer immense opportunities in creating a strong brand for Brazil and its cities, therefore expressing a very rich & diverse socio-cultural background.
I couldn’t find a similar example in Olympics/sports competitions, but the first identity that comes to my mind which expresses the above diversity is the former British Airways identity by Newell-Sorell.
BA Tailfins

]]>