British Airways: Balls of Steel

Here ye, here ye! What doth thou derive whence thee amalgamate a noble knight, a roaring lion and one nimble soaring foal? Thou appeareth bewildered my lord! Fear not, the pribbling weather-bitten horn-beast isn’t mi revelation, instead thes colosal beast belongeth to one aviation company recognized elsewhere as British Airways. British Airways ~~Balls of Steel~~ ’Coat of Arms’ tries to bring in some past into the future of the company. Along with the logo featured below, they also launched a 90 second TV spot that showcases flying machines from an era long gone. The commercial celebrates the airline’s 90 year heritage, from its origins in Imperial Airways through BEA and BOAC to the present day, and featuring historic aircraft that have been operated. The campaign coincides with the adoption of the slogan ‘To Fly. To Serve’, which also appears on the BA Coat of Arms.

Forepeople, a graphic design agency based in UK, resurrected an identity known as ‘Coat of Arms’ in shining metal 3D. The crest does not replace the silky ribbony British Airways logo, however, it’s an additional identity element. In September 2011 BA launched its biggest advertising campaign in a decade, the centrepiece of which being a 90-second cinematic commercial celebrating the airline’s 90 year heritage, from its origins in Imperial Airways through BEA and BOAC to the present day, and featuring historic aircraft that have been operated. The campaign coincides with the adoption of the slogan ‘To Fly. To Serve’, which appears on the BA coat of arms.

As a designer I’m a bit confused when I look at this new identity. It’ll certainly look okay when etched in some iron pillar or printed on a bad-ass tee but it certainly makes me wonder about faxes, corporate communication and online promotion. We’ve added a poll below the image for your feedback and to understand what you make of this ‘Coat of Arms’. For now enjoy the promotional campaigns with some fish & chips: to fry, to serve!