Английская Википедия:British Airways ethnic liveries

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Файл:191af - British Airways Boeing 747-436, G-BYGA@LHR,19.10.2002 - Flickr - Aero Icarus.jpg
A Boeing 747-400 wearing the Chelsea Rose livery taxis past two other 747s in the Chatham Dockyard livery, c. 2002

In 1997 British Airways (BA) adopted a new livery. One part of this was a newly stylised version of the British Airways "Speedbird" logo, the "Speedmarque", but the major change was the introduction of tail-fin art. Also known as the Utopia, World Tails and world image tailfins, they used art and designs from international artists and other sources to represent communities in countries served by BA's route network. The signature of the artist was carried near the design on the tail.

The new corporate logo was created by the London-based design agency Newell & Sorrell, who also oversaw the implementation of the tailfin designs.

The German designs refer to the BA subsidiary Deutsche BA, the French designs refer to the BA subsidiary Air Liberté, and the Australian designs refer to BA's alliance with Qantas.

History

Launch and reception

Шаблон:Quotebox The adoption of this aircraft livery was seen as a move away from the traditional British image of the carrier. BA claimed that the previous Landor Associates scheme carried an air of arrogance and detachment,[1][2] and insisted that the new tailfins were popular with international travelers. In addition to the new tail art, the crest and motto "To Fly. To Serve." were dropped from the livery to make the airline appear more "global and caring."[1] In his speech at the launch, Chief Executive Robert Ayling declared that BA needed "a corporate identity that will enable [it] to become not just a UK carrier, but a global airline that is based in Britain" and the airline should better reflect the international image of the UK as "friendly, diverse and open to other cultures."[3] The total cost of the rebranding was estimated at Шаблон:GBP million,[4] of which Шаблон:GBPm was paid to artists and the Newell and Sorrell design firm.[1]

The initial rollout consisted of 15 distinct tail art designs.[5] Quentin Newark later called the initiative "incredibly brave" and praised the work of Newell and Sorrell as "expressive [and] gleeful".[6]

Файл:193ac - British Airways Boeing 747-436, G-BNLZ@LHR,19.11.2002 - Flickr - Aero Icarus.jpg
Former Prime Minister Margaret Thatcher covered the tailfin of a model 747 painted with Animals and Trees like this one.

However, they were unpopular with many traditionalists in the UK, despite nine of the designs being inspired by either England, Scotland or Wales. Flight crews derided the new designs as "Air Zulu."[7] Jonathan Glancey criticized the Utopia project as "muddle-headed and messy - ethnic designs turned into the equivalent of doll's-house wallpaper, things applied but not belonging", failing to give the airline a cohesive identity. Glancey added the ethnic designs "had the net effect of trivializing art and design from around the world", comparing their display to the patronizing attitude of the colonial era British Empire.[8] Former Prime Minister Margaret Thatcher showed her displeasure at the designs by covering one of the new tailfins (Animals and Trees) on a model 747 with tissue paper. She declared, "We fly the British flag, not these awful things" in 1997.[9][10] Thatcher also indicated with these fins the airline would lose its identity.[11][12] Amongst BA passengers, the highest rate of disapproval for the new designs was registered by business travelers between North America and Great Britain.[7]

Virgin Atlantic took advantage of the controversy by applying a Union flag scheme to the front end of its aircraft.[13] In their own 1999 relaunch, the flag was also applied to the vertical winglets of Virgin Atlantic's aircraft.[14][15]

Review of use

While the majority of the designs were applied to a variety of aircraft models, one scheme (the stylised version of the Chatham Dockyard Union Flag) was used on Concorde only. By 1999, BA had repainted around half its fleet (170 aircraft) in its new colours but then Chief Executive, Robert Ayling, announced a review of this process. The aircraft already repainted would keep the new designs, but the remainder of the fleet (still showing the Landor design) would receive a variant of Concorde's Union Flag design.[16] The announcement was timed to divert some attention from Virgin's relaunch. Chris Holt, the head of design management at BA who led the Utopia Project, resigned in October 1999.[4]

Файл:G-BNLH B747-436 BA MAN 19JUL99 (6546311393).jpg
G-BNLH with Wings tail (1999)

A single 747-400 leased from British Airways to Qantas in 2000, registered as VH-NLH whilst operating in Australia (formerly G-BNLH), wore a hybrid livery complete with the Denmark Wings tail design. Under service with Qantas, the British Airways titles were removed and replaced with Qantas' own, but the remainder of the livery was left unchanged.[17]

In May 2001 the new Chief Executive, Rod Eddington, announced the entire fleet would receive the new Union flag livery.[7] The ethnic images would also be removed from baggage tags, menus, signage boarding passes and all company materials. Eddington argued that while an attempt to increase the airline's appeal was not a bad thing, the exercise had hurt the image of the carrier among its core customers – those that are attracted by the British identity. Eddington's opinions were echoed by Adam Hill, founder and partner of the advertising agency Designate, who stated that "name and logo are just small parts of the puzzle: to customers, the pride and heritage of this very British brand is what appeals, and swapping that out in order to appear modern and multicultural resulted in the very essence of the brand being diluted."[18]

Файл:158dh - British Mediterranean Airways Airbus A320-231, G-MEDA@LHR,27.10.2001 - Flickr - Aero Icarus.jpg
G-MEDA with Whale Rider (2001)

The final aircraft with a "Utopia" tail (Whale Rider) was retired in 2006, an Airbus A320-200 registered G-MEDA. Two Bombardier Dash 8 aircraft continued to operate with "Utopia" tails (G-BRYU, Benyhone Tartan; G-BRYV, Colum) for regional service until 2006, when both aircraft entered service for other airlines.[12]

World tail liveries

British Airways World Art tail liveries[19][20][21][22]
Name Artist Summary Origin Aircraft Reg. Nums Qty Image
Chatham Dockyard Union FlagШаблон:Efn Introduced on Concorde, now the livery for entire fleet United Kingdom Concorde G-BOAA, BOAB, BOAC, BOAD, BOAE, BOAF, BOAG 7 Файл:Concorde at Manchester Airport Viewing Park (4).jpg
Animals and treesШаблон:Efn (Kg'oocoan heé naka hìian theé e) Cg'ose Ntcox'o Artist is of the Ncoakhoe People of the Kalahari Desert; depicts seven jackals at an oasis.[23] Botswana Boeing 747-400 G-BNLZ 8 Файл:Boeing 737-236-Adv, British Airways AN1629613 (cropped).jpg
Boeing 757-200 G-CPEL
Boeing 737-200 G-BGDT
Boeing 737-400 G-DOCD
Boeing 777-200 G-VIIK
ERJ-145 G-EMBD
Avro RJ100 G-BXAS
Avignon Jim Avignon Contemporary German art Germany Boeing 737-300 D-ADBU 7 Файл:Boeing 737-31S, Deutsche BA AN0067038 (cropped).jpg
Bavaria (Edelweiss) German art Germany Boeing 737-300 D-ADBH 4 Файл:Deutsche BA Boeing 737-3L9; D-ADBH, March 1998 CUT (5066347069) (cropped).jpg
BenyhoneШаблон:Efn (Mountain of the Birds) Peter MacDonald Anglicized Gaelic for "Mountain of the Birds", a Scottish tartan design using colours from William Wilson & Son of Bannockburn.[24] Scotland Boeing 737-200 G-BGDL 25 Файл:G-BGDL B737-236 BA Benyhone MAN 08JUL00 (6142262276) (cropped).jpg
Boeing 737-400 G-BVNO, G-DOCA, DOCJ, DOCV
Boeing 757-200 G-BIKL, BIKO
Boeing 747-400 G-BNLI, G-CIVO, G-CIVW, G-CIVZ
Boeing 767-300 G-BNWF, BNWT
DHC8-300 G-BRYU,
Airbus 320-100 G-BUSE
British Aerospace ATP G-BUYW, OY-SVI
ERJ-145 G-EMBK
Boeing 777-200 G-VIIJ, VIIR
Blomsteräng (Flower Field) Ulrica Hydman Vallien Artist works for a glassware manufacturer in Småland. This design is taken from a large glass bowl with a hearts and flowers theme.[25] Sweden Boeing 747-400 G-BDXG 7 Файл:G-DOCE B737-436 Brit Aws MAN 05MAY00 (6291871790) (cropped).jpg
Boeing 757-200 G-BMRI
Boeing 767-300 G-BNWU
Boeing 737-400 G-DOCE
ERJ-145 G-EMBH
Blue PooleШаблон:Efn Sally Tuffin Taken from a dish and vase designed by Tuffin for Poole.[26] England Boeing 747-200 G-BDXD 9 Файл:G-BKYB B737-236 British Aws MAN 11SEP98 (6143810339) (cropped).jpg
Boeing 757-200 G-BIKA, CPEM
Boeing 737-200 G-BKYB, ZS-NNH
Boeing 737-400 G-DOCC, TREN
British Aerospace ATP G-MAUD
Boeing 737-500 G-MSKA
British Blend Simon Balwin Coffee cup design, result of New Britain competition, used on a single A320, G-BUSI United Kingdom Airbus 320-200 G-BUSI[27] 1
British Olympic Team (Teaming up for Britain) Mark Pickthall Adopted for 2000 Summer Olympics, features British Olympic Association lion logo designed by Pickthall for Ion River Design.[28] United Kingdom Boeing 737-200 G-BKYG 3 Файл:G-BKYG B737-236 British Aws MAN 13JUL98 (6143813901) (cropped).jpg
Boeing 757-200 G-BMRC
Airbus 320-100 G-BUSC
Chelsea Rose Pierce Casey Representation of the English rose, based on visits by Casey to parks and gardens in Chelsea and Battersea. Carried by both 'British Asia Airways' Boeing 747-436s whilst in service with those titles.[29] England Boeing 737-400 G-DOCG, DOCQ, BNNL 23 Файл:193ae - British Airways Boeing 747-436, G-BNLA@LHR,19.11.2002 - Flickr - Aero Icarus (cropped).jpg
Boeing 747-200 G-BDXK
Boeing 757-200 G-BIKB, BMRD
Boeing 747-400 G-BNLA, BNLL, BYGA, BYGC, BYGF, CIVA, CIVB, N495MC
Boeing 767-300 G-BNWB, BNWE, BNWR
DHC8-300 G-BRYI
ATR72-200 G-BVTK
Avro RJ100 G-BZAV
British Aerospace Jetstream 41 G-MAJL
Bombardier CRJ200 G-MSKN
Boeing 777-200 G-VIIO, VIIS
Colour Down the SideШаблон:Efn Terry Frost Abstract Cornish painting by Frost in 1968.[30] Used on a single Dash 8 of Brymon Airways (BA Citiexpress) England DHC8-300 G-BRYT 1 Файл:G-BRYT Dash 8-311A BA-Brymon MAN 11AUG00 (6828932331) (cropped).jpg
ColumШаблон:Efn (Dove) Timothy O'Neill Anglicized Irish for "Dove": a Celtic design to evoke the memory of St Columba.[31] Ireland Boeing 737-200 G-BGDR 24 Файл:38bw - British Airways Boeing 737-400; G-DOCX@ZRH;23.08.1998 (8055984882) (cropped).jpg
Boeing 747-400 G-BNLC, BYGB, CIVP
Boeing 767-300 G-BNWK, BNWV
DHC8-300 G-BRYV
Avro RJ100 G-BZAU
Boeing 757-200 G-CPEP
Boeing 737-400 G-EMBA
ERJ-145 G-EMBH
British Aerospace Jetstream 41 G-MAJC
Boeing 737-500 G-MSKB
Boeing 737-300 G-OGBB, OMUC
Boeing 777-200 G-VIIP
British Aerospace ATP OY-SVT
Crossing BordersШаблон:Efn (عبر الحدود) Chant Avedissian Reuse of Islamic and Pharaonic images and colour based on the decorations of the tentmakers of Cairo.[32] Egypt Boeing 757-200 G-BIKT 5 Файл:G-BIKT B757-236 British Aws(Crossing Bdrs) MAN 28JUN02 (8231164019) (cropped).jpg
Boeing 737-400 G-DOCT
Boeing 737-300 G-OGBE
Bombardier CRJ200 G-MSKO
Airbus 320-200 G-MEDD
Delftblue DaybreakШаблон:Efn (Delftsblauwe Dageraad) Hugo Kaagman Delft pottery design. Uses "the traditions of the past and [modernises] them for the future."[33] Netherlands Boeing 737-200 G-BGDF 16 Файл:G-RAES B777-236ER British Aws LHR 30JUN99 (6776530259) (cropped).jpg
Boeing 757-200 G-BIKX
Boeing 747-400 G-BNLD, CIVC, CIVN, CIVT
Boeing 767-300 G-BNWA, BZHB
Avro RJ100 G-BXAR
Boeing 737-500 G-MSKE
Boeing 737-300 G-OHAJ
Boeing 777-200 G-RAES, VIIU
Golden Khokhloma Taisia Akimovna Belyantzeva Officially Kudrina from Semenov (Сеmёновская кудриа). Based on painted khokhloma decoration on tableware set by Belyantzeva in 1978.[34] Russia Boeing 757-200 G-BIKH 3 Файл:Boeing 757-236, British Airways AN0134582 (cropped).jpg
Boeing 737-300 G-XMAN
Boeing 767-300 G-BNWJ
Gothic (Calligraphy) German art Germany Boeing 737-300 D-ADBM 4 Файл:Boeing 737-31S, Deutsche BA JP6024673 (cropped).jpg
Grand Union Christine Bass Result of a Sunday Times competition. Based on traditional English canal boat art from walks Bass has taken with her family along the Grand Union Canal in Buckinghamshire.[35] United Kingdom Boeing 757-200 G-BMRJ 6 Файл:G-BMRJ 2 B757-236 BA LHR 11AUG99 (6628801487) (cropped).jpg
DHC8-300 G-BRYP
Boeing 737-400 G-DOCH
Kogutki LowickieШаблон:Efn Danula Wojda Sometimes spelled Koguty Lowickie, meaning Cockerel of Lowicz. Based on paper cut-out of cockerels, peacocks and flower.[36] Unique variant "Flowers of Mazowsze" applied to G-OGBC Poland Boeing 747-400 G-BNLT 10 Файл:G-BPED B757-236 Brit Aws MAN 05MAY00 (6628796899) (cropped).jpg
Boeing 757-200 G-BPED
DHC8-300 G-BRYW
Boeing 737-400 G-DOCF
Boeing 737-300 G-OGBC
L'esprit Liberté Celebrating human rights movement International Fokker 100 F-GIOI 12 Файл:Air Liberté Fokker 100; F-GIOI, October 1998 DTT (5163688461) (cropped).jpg
Douglas DC-10 F-GPVA
La Pyramide du Louvre One aircraft painted with image of central courtyard of Louvre museum France McDonnell Douglas MD-83 F-GPZA 1 Файл:McDonnell Douglas MD-83, Air Liberte JP10298 (cropped).jpg
Nalanji Dreaming The Balarinji Design Studio Aboriginal art, originally designed in 1995 for Qantas and painted on a B747-300 aircraft (VH-EBU). Nalanji means "our place".[37][38] Environmental preservation theme.[39] Australia Boeing 757-200 G-BMRH 2 Файл:G-BMRH B757-236 British Aws(Nalangi) MAN 30MAR02 (8131592356) (cropped).jpg
Boeing 747-400 G-BNLN
Ndebele EmmlyШаблон:Efn Emmly Masanabo Officially named Emmly Masanabo after the artist, who is of the Ndebele people. Based on a panel decorated with beads and mural-style painting; a similar panel was produced by the artist's twin sister Martha, commonly known as Ndebele Martha.[40] South Africa Boeing 757-200 G-BIKC 3 Файл:G-BIKC B757-236 BA MAN 24SEP98 (6602561951) (cropped).jpg
Boeing 747-400 G-BNLO
Bombardier CRJ200 G-MSKL
Ndebele MarthaШаблон:Efn Martha Masanabo Officially named Martha Masanabo after the artist, who is of the Ndebele people. Based on a panel decorated with beads and mural-style painting; a similar panel was produced by the artist's twin sister Emmly, commonly known as Ndebele Emmly.[41] South Africa Boeing 757-200 G-BIKW 13 Файл:G-DOCU B737-436 British Aws(Ndebele Martha) MAN 01MAY02 (8183450594) (cropped).jpg
Boeing 747-400 G-BNLJ, BNLM
Boeing 737-400 G-DOCU
Paithani (पैठणी) Meera Mehta Based on a sari designed by Mehta using traditional motifs from the textile industry in Paithan. Features 'asavari' creeper border with flowering shrubs and parrots.[42] India Boeing 747-200 G-BDXO 3 Файл:87ao - British Airways Boeing 757-236; G-BMRA@ZRH;05.03.2000 (8063425880) (cropped).jpg
Boeing 757-200 G-BMRA
ERJ-145 G-EMBI
Pause to remember Poppy design, used around Remembrance Day. Now applied to fuselage. United Kingdom Boeing 757-200 G-BIKW, BMRB 3 Файл:G-BIKW B757-236 BA(Poppy) MAN 28NOV99 (6602563669) (cropped).jpg
Boeing 737-200 G-BKYG
RendezvousШаблон:Efn (约会) Yip Man-Yam Chinese calligraphy of a poem describing water boiling.[43] Hong Kong Boeing 737-200 G-BGJE 22 Файл:Boeing 737-236-Adv, British Airways AN1629612 (cropped).jpg
Boeing 737-300 G-OAMS
Boeing 737-400 G-DOCM, DOCW
Boeing 747-400 G-BYGE, BYGD, BYGG, BNLR, CIVV
Boeing 757-200 G-BIKN, BMRE, BMRG, CPEU, CPEV, CPEU
Boeing 767-300 G-BNWC, BNWP
Boeing 777-200 G-VIIT, ZZZC
DHC8-300 G-BRYY
British Aerospace ATP G-MANO
Airbus 320-200 G-MEDB
Spring (Primāvara) Morag Dumetru Images of Romania.[44] Winner of employee contest. Romania Boeing 757-200 G-BIKY 1 Файл:Boeing 757-236, British Airways AN0134580 (cropped).jpg
SterntalerШаблон:Efn (Bauhaus) Antje Brüggemann Based on 3-D 'ceramic objects' art.[45] Germany Boeing 757-200 G-CPET 14 Файл:G-OFRA B737-36Q BA MAN 24SEP98 (6241630125) (cropped).jpg
Boeing 737-300 G-OFRA, D-ADBK, ADBL
Water Dreaming (Ngapa Jukurrpa) Clifford Possum Tjapaltjarri Art representing northern Australian terrain.[46] Australia Boeing 747-400 G-BNLK 4 Файл:British Airways Boeing 757-236; G-BMRF, September 1997 (5659121513) (cropped).jpg
Boeing 737-200 G-BKYE
Boeing 757-200 G-BMRF
Airbus 320-200 G-BUSJ
ERJ-145 G-EMBG
Waves and CranesШаблон:Efn (波と鶴) Matazō Kayama Also known as Nami Tsuru. Nihonga painting of waves and cranes, symbolizing the cosmic world and the soul of Japan.[47] Japan Boeing 767-300 G-BZHC 13 Файл:Boeing 757-236, British Airways JP193462 (cropped).jpg
Boeing 747-400 G-CIVM
Boeing 737-200 G-BGDJ
Boeing 757-200 G-BPEC
Boeing 777-200 G-VIIM
Waves of the CityШаблон:Efn Jenifer Kobylarz Simple and modern abstract art meant to "convey a sense of frozen motion."[48] United States Boeing 757-200 G-BIKJ 13 Файл:G-BIKJ B757-236 British Aws MAN 12JUN98 (6602553383) (cropped).jpg
DHC8-300 G-BRYS
Boeing 737-400 G-DOCR
Boeing 747-400 G-BNLV, BNLX
Whale RiderШаблон:Efn Joe David From wood carving representing the whaling tradition of the Tla-o-qui-aht First Nations.[49] Canada Boeing 737-200 G-BGDO 9 Файл:Boeing 737-236-Adv, British Airways AN1629614 (cropped).jpg
Boeing 757-200 G-CPEO
Boeing 747-400 G-BNLG
Wings (Vinger) Per Arnoldi Modernist representation of seagulls in flight.[50] Denmark Boeing 747-400 G-BNLH 13 Файл:G-BNLH B747-436 BA MAN 19JUL99 (6546311393) (cropped).jpg
Boeing 757-200 G-CPES
British Aerospace ATP OY-SVU
Wunala Dreaming The Balarinji Design Studio Like Nalanji Dreaming, this livery was designed for Qantas in 1994 and appeared on two B747-400 aircraft: VH-OJB and VH-OEJ. Based on an original painting inspired by "the natural colors of Australia" and executed by the Yanyuwa people.[37][38] The title translates to "Kangaroo Dreaming".[51] Australia Boeing 757-200 G-BIKF 2 Файл:British Airways Boeing 757-236; G-BIKF, November 1998 (5424546384) (cropped).jpg
Boeing 747-400 G-BNLS
Youm al-Suq (Market Day) Shadia Alem Abstract inspired by Arab life on market day.[52] Saudi Arabia Boeing 737-400 G-GBTA 2 Файл:G-GBTA B737-436 British Aws MAN 26MAY99 (6302844348) (cropped).jpg
ERJ-145 G-EMBJ
Notes

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Reference:[20][21]Шаблон:Gallery

Others

Reference:[53] Шаблон:Gallery

References

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