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Armless kangaroo heralds 'new Qantas era'

AAPAAP 27/10/2016

Flying kangaroo logo.© AAP Image/Dean Lewins Flying kangaroo logo. The flying kangaroo has lost its arms and paws, but Qantas says its new logo is modern and dynamic, and the symbol of a new era.

The airline unveiled its new branding today at an event at Sydney Airport marking one year until the Boeing 787 Dreamliner joins its fleet.

Glossy images of the new Dreamliner showed a more streamlined and simplified roo on the tail - its body devoid of arms and its head without clear nose or ears.

Shading behind the kangaroo had been designed to give a better sense of movement, and the typography for the word Qantas had been made thinner, with the word also to appear on the plane's belly to allow identification from land.

The change is the fifth time the red-and-white tail image has been updated since it was first introduced in 1944.

And with the impending introduction of the Dreamliner, the time was right to give the roo a facelift, said CEO Alan Joyce.

"Since the image of a kangaroo first appeared on a Qantas aircraft more than 80 years ago, it's come to represent the spirit of Australia. When passengers see the Qantas tail at airports around the world, it's a symbol of home," he said.

"We wanted to make sure our brand remained familiar but we also wanted it to be more modern and dynamic."

Joyce said the new logo, which would be rolled out on all planes by the airline's centenary in 2020, would help symbolise the new Qantas era of "new destinations, new technology and a new standard of service".

But some didn't immediately warm to the new kangaroo, which from today will gradually appear on all digital assets, signage, advertising - even inflight pyjamas.

"Not sure I'm a huge fan of the look ... the roo's been butchered," Andrew Lund said on Twitter, while @SydneyTom_ said: "anyone unfamiliar with previous @Qantas logos would find it hard to tell what, if any, animal this depicts."

Brisbane Airport, among others, was full of praise online. "Looking sharp @Qantas congratulations! Looking forward to seeing one of these flying into #BrisbaneAirport sometime soon."

The 787 Dreamliner, to arrive next year, has been designed to offer more comfort on long-haul flights. For economy passengers, this means extra seat room, a personal device holder and USB ports, a larger entertainment touchscreen and a seat-back mood light.

Those lucky enough to travel in the suites, meanwhile, will enjoy a fully-flat bed (which can stay reclined during take-off and landing) and plenty of space to eat, work and relax.

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