British Airways Global Images - Tailfins in a Global Identity

Region

United Kingdom; Switzerland

Associated With

British Airways - airline

Defining Feature

Global Images artwork across aircraft tailfins and corporate identity

Status

Superseded - transition to Union Flag tailfins began in 2001

Overview

British Airways’ 1997 identity paired colourful aircraft tails with its wider Global Images programme.

Its 1997–98 annual report said the artwork also appeared on check-in desks, ticket wallets and uniforms. The Independent’s 11 June 1997 launch report credited Newell and Sorrell with developing the concept over two years.

BA said that more than 60 per cent of its customers came from outside the UK. In 2001, it announced a move to Union Flag tailfins; a Commons record dates a 747 still wearing a World Tail to 27 October. That photograph is a dated example, not evidence of the final repaint.

Why It Mattered

Global Images made corporate identity part of the travel experience, extending a visual system from aircraft into the places and objects passengers encountered. Its later replacement also shows that a design can remain in use after a company has chosen a new direction.

Launch and Design

• BA's 1996-97 report announced the identity launch for 10 June 1997. Report, printed p. 1 / PDF p. 1
• BA's 1997-98 report calls the artwork 'Global Images' and describes applications beyond aircraft, including check-in desks, ticket wallets and uniforms. Report, printed p. 5 / PDF p. 7
• The Independent's 11 June 1997 report identifies Newell and Sorrell as concept developers; Design Week's 12 June report covers planned applications and rollout. The Independent · Design Week

The Global Image and Public Response

• BA's annual report says more than 60 per cent of its customers came from outside the United Kingdom.
• The Independent described a 60 million pound new-image programme; the report does not allocate that sum among design, painting and rollout costs. 11 June 1997 report
• The ITN catalogue records Margaret Thatcher covering a model aircraft tailfin with tissue at a Blackpool conference stand on 9 October 1997; the associated speech is catalogued as unheard. Catalogue record

The 2001 Transition

• Design Week reported in July 2001 that BA had announced a move to Union Flag tailfins two months earlier and that remaining applications could take 18 months to change. 12 July 2001 report
• A Commons record dates a photograph of 747 G-BNLJ at Heathrow in Ndebele Martha colours to 27 October 2001; it does not establish the final aircraft repaint. Aero Icarus / Wikimedia Commons

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