To help us create a business that is truly global, strongly profitable and the customers' first choice, we have created an innovative new identity for the company which expresses our purpose in an inspirational way. Painters, sculptors, ceramicists, weavers, quilters, calligraphers and paper artists have been invited to produce an 'uplifting celebration' of their own community. These unique artworks will then be integrated into the British Airways identity, featuring most prominently on the tailfins of our aircraft. Further commissions will be added to the World Images series every year up to and beyond the millennium. The wonderful diversity of the art and artists involved in creating these World Images is an exciting reflection of British Airways' commitment to a more cosmopolitan approach.

With the unveiling of its new corporate identity, British Airways is providing the first glimpses of one of the world's largest arts commissions ever. The airline is literally "painting the skies," with the world images that form a central part of its new identity painted on to the tails of its 308 aircraft and scores of thousands of items that bear its name, from cars to calling cards.London-based design consultancy Newell and Sorrell combed the world seeking out the ethnic and the indigenous, the famous and the obscure, to transform British Airways' image as it flies into the next century. They sought help from galleries, cultural attaches, embassies and art experts in each country, ofter using interpreters. They went to painters, ceramicists, potters, weavers, paper-cut artists, quilt makers, calligraphers, flag-makers and sculptors. They travelled the globe to create the world's biggest gallery in the sky! FLY WHAT YOU WANNA FLY, FLY IN  THE SKY, BE  HIGH AND FLY FLY WHAT YOU WANNA FLY, FLY IN  THE SKY, BE  HIGH AND FLY FLY WHAT YOU WANNA FLY, FLY IN  THE SKY, BE  HIGH AND FLY

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FLY WHAT YOU WANNA FLY, FLY IN  THE SKY, BE  HIGH AND FLY