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Qantas has updated its logo around the arrival of game-changing aircraft, a tradition it traces to the Lockheed Constellation in 1947 and the A380 in 2007. In October 2016, a year before the Boeing 787 Dreamliner joined its fleet, the airline unveiled the fifth update to the red-and-white tail kangaroo since its introduction in 1944, The Drum and Design Week reported.

The work was led by designer Marc Newson, who had already designed Qantas lounges and its A380 cabin, with Australian consultancy Houston Group. Newson said it aimed to retain the fundamental essence of the flying kangaroo while moving the brand forward. The kangaroo was simplified into a more streamlined silhouette, losing its arms, with shading behind it for depth and movement. A silver band now runs from the tail to the rear of the fuselage, which Newson said gave a more premium feel.

The kangaroo also moved onto engine cowls and the inside curve of the wingtips, so it shows up in passengers' window photos. The wordmark, almost two metres high on a 787, was simplified into a slimmer font, lost its italic slant, turned from blue to grey, and now also appears on the aircraft's belly so people can tell the national carrier is flying overhead. The winged kangaroo of 30 years earlier returned under the cockpit window beside each aircraft's name. Rollout began with digital assets, signage and advertising, with aircraft repainted on schedule ahead of the 2020 centenary.

Design Week's readers were unimpressed, with commenters saying the kangaroo-ness was gone and it now looked more like a cheetah.

The Drum added the numbers that make this a careful job rather than a timid one. It was only the fifth update to the tail kangaroo since 1944, the last coming in 2007 with the A380. Marc Newson said tails are a fantastic canvas and the aim was to keep the essence of the flying kangaroo while moving it forward: simpler form, shading for depth and motion, a silver band running from tail to fuselage for a premium feel. The kangaroo also moved onto the inside of the wingtips, where passengers would photograph it, and the Qantas name, almost two metres high, went on the belly.

They have a point. Removing the arms makes the legs read as limbs reaching forward, and the figure loses its hop. The belly wordmark and wingtip placement are excellent airline thinking. The symbol, ironically, is the weakest piece of a strong livery.