On July 24, Qantas unveiled a new interpretation of its iconic logo, the flying kangaroo.

Qantas Executive General Manager John Borghetti said the time was right for a new adaptation of the airline's logo, in keeping with Qantas' increasing focus on contemporary design for its in-flight and on-the-ground products.

"This move also reflects the changing structure of our new aircraft - for example, the shape of our new kangaroo is a great fit for the tail of the A380 and other new generation aircraft," Mr Borghetti said.

"We will also be progressively rolling out the new branding across the airline in the lead up to the delivery of the first A380 in August 2008," he said.

The first of the airline's fleet to carry the new logo and livery - a Boeing 767 operating domestic services - was rolled out on July 24.

"The differences are subtle but distinctive, in keeping with the gradual evolution of the logo since it first appeared on one of our aircraft in 1944," Mr Borghetti said.

"Our new flying kangaroo is sleeker and more contoured than the current version - a modern take on a design that has stood the test of time."

Creative and Managing Director of Hulsbosch Communications, Hans Hulsbosch, who designed the new look, said the evolution of such an iconic brand was both a challenge and a responsibility.

"The Qantas logo is one of the most recognised symbols of Australia in the world, with a strength that has been built over many years. We took great care to carry this legacy into the new design, but also gave it a very contemporary flavour with more organic, flowing lines, and a typeface created exclusively for Qantas that is crafted to match the curves of the kangaroo," he said.

"The result is a look that retains Qantas' long association with the qualities of Australia - natural, freespirited and confident - but that complements the ultra modern look of the new aircraft, onboard product and interiors."

The Qantas kangaroo logo first appeared in 1944, when the kangaroo from the Australian one-penny coin was adapted and painted beneath the cockpit of Qantas' first Liberator aircraft. The logo has been revised four times since - in 1947, 1968, 1984 and 2007.

The Qantas 'Flying Kangaroo' Logo

The Qantas logo is one of the most recognised symbols of Australia in the world, with a strength that has evolved over many years.

• History: The original kangaroo symbol appearing on Qantas aircraft was adapted from the Australian one penny coin. The logo was painted beneath the cockpit of Qantas' first Liberator aircraft in1944, following Qantas' decision to name its Indian Ocean passage, 'The Kangaroo Service'. The winged kangaroo symbol was created by Sydney designer Gert Sellheim, and first appeared in 1947 to coincide with Qantas' introduction of Lockheed L749 Constellations. In 1968, the Flying Kangaroo was placed in a circle. In 1984, Qantas unveiled a new logo conceived by Tony Lunn of the Lunn Design Group, Sydney. The Flying Kangaroo was refined to a more slender, stylised presentation. It has since been the key element in the livery for the airline's fleet and identifies Qantas throughout the world.
• Today: In July 2007, Qantas unveiled a new interpretation of its logo, designed for the next era of air travel. Designed by Creative and Managing Director of Hulsbosch Communications, Hans Hulsbosch, the new logo has a more contemporary flavour with more organic, flowing lines and a typeface created exclusively for Qantas that is crafted to match the curves of the kangaroo. The kangaroo is also more lively, determined and sleeker and is an image that symbolises the new Qantas. Red continues to embody the ochre earth that is Australia and a powerful reminder of our heritage and its people. The result is a look that retains Qantas' long association with the qualities of Australia - natural, free spirited and confident - but that complements the ultra modern look of the new A380 aircraft, onboard product and interiors. The new branding will be rolled out across the airline in the lead up to the delivery of the first A380 in August 2008, and will feature on the tail of the new Qantas A380 fleet.