Was Landor resposible for the previous livery (very similar to the actual one - only the VARIG titles were smaller) or for the actual one (billboard style)? Which one do you like the best?
Landor was responsible for the Varig's livery adopted in 1996. The major change was: 1) Varig's compass rose symbol, with additional compass points portraying the airline's expanding worldwide destinations; 2) a new graphic element, the word "Brasil" rendered in a handwritten, cursive style.
You will note that Varig's parent carriers Nordeste and Rio Sul also have a slight different livery (with the handwritten-style word Brasil replaced by the word Rio Sul or Nordeste).
As you pointed out, in 2002 Varig changed its livery again, writing the Varig in billboard. I cannot tell you the agency responsible for this change, but the decision to change the livery was closely related to the new CEO (João Roberto Sabino) who took over the airline in 2002. He was Nordeste's CEO at that time, and adopted an aggressive marketing campaign for the regional airline, such as using the fuselage of the a/c for commercial adds. How also wanted the "trade-mark" Varig enhanced.
Which one I prefer? I think RG
's livery is better now, with billboards. But in my opinion RG
's mark is the compass rose, which I think is quite creative.
The new Varig's music (dated September/04) and which goes on air in Brazil on TV
commercials is produced by Publicis Salles Norton.
Look at Rio Sul/Nordeste (RG
's regional carriers) evolving livery, with changes in 1996 and 2002:
(above you can see that the Rio Sul word replaces the word Brasil, found in Varig's fleet)
Since 2002, as I said, in the case Rio Sul and Nordeste some a/c have paid commercial adds which replace Varig's word in the fuselage (below an add from newspaper Valor and oil company Petrobras). The adds can only be seen in a few Nordeste/Rio Sul a/c. Nordeste got revenues worth about USD 2 million from commercial adds in the fuselage in 2002 alone.