(The original blog post was published on October 24, 2014 with updates on October 27, 2014 and February 15, 2015)
Cathay Pacific Airways (CX) has been using the current logo and livery since 1994. With 20 years under its belt, CX decided it is time to rebrands the freed brushwing with something new yet has a hint of the past.
Start of Something New – Cathay Pacific Rebrands
The current logo and livery can be seen below:
The airline setup a new website (follow the link) to highlight the changes and discuss its path to its next chapter.
New and Old Design Comparison
The following is a comparison of the old and the new and how the class of service are color-coded.
As per their communication to the Marco Polo Club members, the new logo will start appearing with the new lounge opening at Haneda, Japan some time in December. The website would also go through a new design as will uniforms and planes at a later time.
Many airlines go through a refresh logo / branding to signal a change in direction or philosophy. Southwest just went through one as noted from our Friday Aviation Trivia (Refer to link) two weeks ago. Cathay Pacific Airways refresh is more of a modernization of the existing logo to bring the brand into the 2010s.
The success of the refresh will hinge on whether services and products will be transformed in the same direction. Otherwise, customers and investors alike would think that it is just a new coat of paint and a waste of capital.
As promised, Cathay Pacific rolled out an updated website (refer to link) using the new livery. This is the first major step in integrating the new branding into the airline which will also spread across designs for plane interiors, airport operations, lounges and uniforms in the new future.
CX also introduced a new video showing the rebrand:
After introducing the rebrand back in October 2014, Cathay Pacific Airways (CX) has unveiled a new marketing slogan to celebrate its 70 years of service. “Life Well Travelled” will be used in media promotions, at the airport and on board.
CX created a dedicated website with information its products and services and encourage passengers to use #lifewelltravelled to tell and relive their stories with Cathay Pacific. The first wave of commercials are focused on three themes: Miss Adventure, The Family and Road Warrior. They uniquely describe the different passengers that use CX regularly.
Do you like the new marketing material? What would like to see in the next set of commercials? Tell us by using the comment section below.