A new look that is shorn of dignity

Considering Air Malta’s new look as a result of the much publicised rebranding exercise inevitably reminds me of the republic’s coat of arms in the 1970s and 1980s, in that, similarly, it takes away dignity from the entity it is meant to portray. Only the luzzu and the prickly pears are lacking!

The big difference, of course, is that, at least, the republic’s coat of arms had not cost the taxpayer a whopping €2 million as it was the result of a public competition. More importantly, I cannot help fathom how the board of directors of a company in such dire straits could have suspended the purchasing regulations of the airline to award a direct order and then to produce such mediocre results.

I am proud to (apart from having served as a member of the board of directors) have acted as Air Malta’s purchasing committee chairman from 1999 to 2009 when the strict rules of competitive bidding compatible with EU public procurement policies were put in place and, under more than one chairman, were never conveniently sacrificed for such nonsense.

Would I be fantasising if I hope that the current board of directors having paid Futurebrand for their masterpiece, would have enough humility not to repaint our planes with such a ghastly look?