E-A-D-S Spells B-E-V-E-L-S

EADS or the European Aeronautic Defence and Space Company, was born from the merger of the German DaimlerChrysler Aerospace AG, French Aérospatiale-Matra and Spanish Construcciones Aeronáuticas SA (CASA), creating a company spanning the industries of, well, as the name rather plainly suggests, Aeronautics (aeroplanes), Defence (things that go boom) and Space (satellites, rockets, space craft). It’s the Aeronautics division, branded as Airbus, that we would all be most familiar with, but EADS also brands its various hi-tech creations Eurocopter, Cassidian, Astrian and Dassault. Airbus has been the focus of most reactions to the rebrand, delivered by London-based Lambie Nairn, and it’s this business unit that seems to have lost the most in the rebranding exercise. I