BA Unveils Artsy Corporate Make-Over

British Airways said it will bring art to the world, repainting the tails of its 308 aircraft with abstract and traditional works from every continent. In its first corporate identity make-over in more than a decade, BA said it will “create the world’s biggest gallery in the sky” following a worldwide search for known and unknown artists. The airline called the effort “one of the world’s largest arts commissions ever.” It unveiled the new livery in a worldwide satellite news conference broadcast to 200 sites in 63 countries. The airline said the make-over, which includes everything from napkin design to employee training and will cost nearly $100 million, was based on “what is believed to be the largest consumer research exercise in the history of the travel industry.” However, it was unclear exactly what consumers had told the airline or how they would be treated differently beyond service improvements already announced. American depositary receipts of BA lost $1 to close at $119.625 on the NYSE.