Actually, having worked in branding, I'd say that BA does a pretty good job with their branding applications and styles. A logo will have to be modified here and there to best fit the media it is placed on, and so far BA's done a great job with this regard. An aircraft is obviously a very different surface compared to a piece of paper or a digital screen, hence BA's branding choices is logical. The most confusing airline in terms of branding to me has probably got to be Malaysia Airlines which has been very inconsistent over the years.