Designer labels

George Banks won our 2016 Lifetime Achievement Award following a long career in inflight service. Here he recalls the changing face of luggage labels and ticket wallets

We all love to label things: literally, with a description, or more abstractly, with a detail or a design. Many products now sell simply because of the prestige around their label, or because their labelling attracts the eye and sells the product, whatever it may be.

Marketeers call it branding and this rather over-used word is certainly important in selling. Changing the design or colours of a well-loved look can be a major undertaking requiring much research, graphic and font consideration and new-look trialling.

Airlines today align with many well-known brands and labels to help attract the customer but perhaps put less effort into placing their own brand throughout the customer journey. As I look back on my own airline career I recall many skilfully designed airline luggage labels which passengers were proud to display, as well as beautifully-designed ticket covers and folders which all helped advertise the airline’s brand and added to the customer experience. Here are a few colourful examples, unquestionably all so much more stylish than today’s ghastly, impersonal baggage tags and e-tickets!