In addition to the new tail art, the crest and motto 'To Fly. BA claimed that the previous Landor Associates scheme carried an air of arrogance and detachment, and insisted that the new tailfins were popular with international travelers. The adoption of this aircraft livery was seen as a move away from the traditional British image of the carrier.
Bob Ayling, Why we are changing our identity, speech of 10 June 1997 The identity we unveil publicly today is that of a global, caring company, more modern, more open, more cosmopolitan, but proud to be based in Britain. Now all of our research is telling us we must change again, to prepare for the exciting new era that the new millennium will bring.
It helped transform our company in preparation for privatisation.
