Cathay Pacific has unveiled a revamped logo, its first cosmetic change in some 20 years.
Working with Hong Kong design firm Eight, the 18-month project sees a new design philosophy across all areas of the Cathay business from its websites, lounges, cabins, in-flight service and entertainment products.
The agency said the Hong Kong carrier was looking for greater consistency, beauty and efficiency.
“What we’re now embarking on is a process of refinement – how design can improve the way we are experienced by our customers,” said Simon Large, general manager of marketing at Cathay Pacific.
“We are looking closer at every step along the customer journey, the overall experience and the touchpoints where our brand can resonate. Ultimately, everything we do is about the experiences we create for our passengers, and design has a huge role to play.”
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Chris Fjelddahl, partner at Eight, said the agency worked closely with senior leadership and across the organisation to help create a more unified brand experience.
“Cathay Pacific understands the benefits of making design an intrinsic part of the business, and this process goes well beyond cosmetic changes. Consistency and clear guidance drives efficiencies when it comes to creating, or refreshing any element of the brand.”
The most visible element of the brand’s evolution is the redesign of its classic brushwing logo. The story behind it is showcased in a new video and minisite Eight created for Cathay Pacific.
“Essentially we simplified the logo, and we set the brushwing free,” Iain Richardson, creative director at Eight, added.
“In addition to making it more contemporary, the changes align with our overall approach to refining the Cathay Pacific brand – editing, simplifying and aligning the brand across all areas, around a well-defined design ethos.”
Eight was appointed to the Cathay business in November 2013.