Hong Kong’s “defacto” International carrier Cathay Pacific this week unveiled the first re-design of its logo and branding in some twenty years, calling it “The Next Chapter” of the airline, and launching a new website detailing the new brand identity, which they call “cleaner, crisper and more contemporary”.
The site goes on to detail some of the thinking behind the changes, “Symbolising our efforts to create a better, more beautiful and more enjoyable journey for passengers, we have refreshed many aspects of our brand identity. Centred around our timeless brushwing icon, we have sought to simplify, clarify and beautify. The brushwing no longer sits constrained inside a box, and has been gently harmonised and set free.”
The logo that has been replaced this week.
“We have also defined tighter rules around sub-brands which will now be clearly aligned within a simplified, tiered hierarchy. We will also use a tighter palette of colours and typography.”
The brand updates will also see the colours of its class services change and the photos on the Next Chapter website seem to detail some upcoming changes to its lounges, in particular “The Pier First Class Lounge” which re-opens next year.
The re-brand comes as The Australian reports that Cathay will be boosting capacity on their daily flights between Hong Kong and Sydney, replacing their Airbus A330s with larger Boeing 777-300ERs from December. The new branding will be gradually rolled out across its fleet, airports and lounges.
