Cathay Pacific Airways (CX) unveiled its new logo back in late 2014 (News – October 24, 2014). While the new branding has been deployed in many airports and social media properties for the past year, planes have not been converted. This changed with the unveil of its latest delivery of Boeing 777-300ER.
The airline unveiled the new livery in a ceremony at the Hong Kong International Airport on November 1, 2015.
Compare between the existing and new livery, passengers will note that the fuselage is more streamlined with a consistent two-toned color scheme. There are also differences in the tail section, the logo used at the front and the location/size of the airline’s name.
Existing LiveryNew Livery
The Hong Kong based airline highlighted these differences in more details within its information kit.
Ivan Chu, Cathay’s CEO, said: “The livery is a vital part of our brand image – a symbol of the company’s values displayed on our most important physical asset. The livery represents Cathay Pacific in and out of Hong Kong and every time our aircraft take off or touch down in our network of destinations around the world.”
He added: “Creating a new livery is much more than a cosmetic exercise. This new look is the latest – and most significant – development in our ongoing efforts to improve the overall customer experience at Cathay Pacific.”
This new livery is not a radical departure from the design the airline made famous more than 20 years.
Given its brand and logo are very recognizable around the world, the airline does not need to reinvent itself with a bold statement design this time around. Instead, modernizing a highly relatable logo and changing the location / size of the airline’s name will likely build upon brand awareness. While some will think the subtlety approach speaks volume, others will likely find this approach boring.
All new aircraft deliveries – including the Airbus A350 will include this new livery. Other aircrafts will go through re-painting at regular check points. The aim is likely to have all the aircrafts painted within the next 12-18 months.