I realise that, with the situation being rather hairy for our national airline, being less than complimentary about anything related to Air Malta is not quite cricket. But someone clearly needs to unleash a couple of black clouds on this particular parade, before we get lost in a never-ending back-patting exercise. And since no other someone has, as yet, made like the rain shaman, I will oblige.

The airbus rebranding exercise is a massive fail.

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Sure, the idea of plonking the Valletta skyline across the plane's snout was a clever idea. On paper. I will even go as far as to say that it doesn't look hopeless when viewed from up close and personal. Such as in some publicity shot, with a smiling minister in the fore-ground, for example.

Viewed in its natural habitat - such as from the viewers' gallery at any airport or an odd kilometre or two up in the skies - the airbus simply looks as though it wound up on the losing side in a fight against a puddle of, erm, let's call it mud.

But first let's take a step backwards and start with the very idea of investing thousands in an image rebranding - in aid of Valletta's candidacy as culture capital of Europe, no less. An expensive exercise even when conducted in the healthiest of times. Given the problems the company is currently facing, was this rebranding really that high on the list of investment priorities?

While aware of the advantages a well-planned rebranding exercise can offer a healthy company, I highly doubt that it's going to be the equivalent of a couple of licks of paint to persuade your garden variety tourist to fly Air Malta. Or that seeing this sorry rendition of our beautiful city's skyline on the snout of a plane will do the trick in securing the honour come 2018. But for argument's sake, let's grant that this was the right timing and all.

Who on earth was short-sighted enough (both literally and figuratively) to think that an artistic impression of a city skyline would translate well on an airbus?

When you opt for this sort of graphic, it's the detail that makes the difference between a hit and a miss. Who was it who failed - rather spectacularly - to take into account the fact that no-one will be able to make out said details from a distance?

And, of course, the million Euro question: Who on earth figured that a muddy brown colour job is the ultimate in aeroplane chic? Kindly note that I'm being uncharacteristically generous and opting for "muddy", rather than a more amusing descriptor. The gazillions of people taking the Mickey on social networks aren't being as generous.

And for once, I can't say I blame them.

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