athay Pacific has unveiled a subtle change to its aircraft livery that chief executive

Ivan Chu says represents the beginning of a new era for the Hong Kong-based
aviation powerhouse. Cathay says the livery represented a timeless, yet
contemporary, elegance that blended the airlines Asian roots with a global
outlook. Chu told guests at the official unveiling the updated livery was the latest
initiative to refresh the airlines brand identity over the past year which in addition to
a new logo has also included new-look premium lounges both at its Hong Kong hub
and in foreign ports, as well as a new website and mobile app. We are very happy
and proud to unveil our new aircraft livery which represents our journey into the
future and also celebrates the many great things we have achieved over the past
seven decades as the home carrier of Hong Kong, Chu said. This new look is the
latest and most significant development in our ongoing efforts to improve the
overall customer experience at Cathay Pacific. It is also a highly visible
representation of the huge investments we are making in new aircraft and products
as part of our ongoing commitment to build Hong Kongs position as an international
aviation hub. The new livery comprises three key design elements: the incorporation
of the updated and streamlined brushwing; a simplification of the colour palette to
Cathay Pacific green, grey, and white; and a more prominent display of the Cathay
Pacific wordmark and brushwing. These updates are most evident on three areas of
the aircraft: the nose, the fuselage, and the tail.
Across the Taiwan Strait from the buzz of Cathays new look; an elegant clean livery
for EVA, and a contrast to Dynastys pretty colors. The play on green and the hint of
orange sure impresses.
Taiwanese carrier EVA Air has revealed its updated livery on a new Boeing 777300ER that was handed over on 11 November. The updated livery retains parent
company Evergreen Groups compass design, while simplifying the tail colours. It
also adds more movement to the lower portion of the aircrafts fuselage.
According to the airlines President, Austin Cheng, The new corporate identity
retains the original compass design, inherited from the logotype of Evergreen Group,
and which symbolizes the airlines seamless network and services. Today, we
unveiled a new livery design to herald our continuing commitment to service
innovation. We aim to give our passengers flying experiences that are even more
comfortable and enjoyable, and that include fun and entertainment along the way.
The simplified tail design makes the compass as the focal point for the EVA Air

brand, while representing its commitment to provide a top quality service and safe
flights.
The Taiwan-based carrier relies on the 777-300ER as the mainstay of its fleet, which
happens to be the worlds 8th largest and the 4th largest in Asia of the type. EVA was
a launch customer for the 777-300ER in 2005, and the aircraft has become the
backbone of our long-haul fleet. By the end of 2017, we will be operating more than
30 Boeing 777-300ERs, said EVA Chairman K.W. Chang. Interestingly, the airline
operates 65 aircraft, including 37 Boeing jetliners. The last month, the airline
announced an order for two additional 777-300ERs, plus up to 24 787-10
Dreamliners. Currently, EVA Airways has unfilled orders for 14 777-300ERs and five
777 freighters, both direct purchased and leased.

Company branding is the most efficient way to show potential customers what your
business is about. It is reflected visually via the logo and company design elements
as well as through verbiage in marketing materials, slogans and informational copy.
According to Fast Company magazine, The brand is a promise of the value youll
receive. Branding is fundamental. Branding is basic. Branding is essential. Building
brands builds incredible value for companies and corporations.
The Asia Pacific airlines have seen major changes in their overall branding, with
major livery news recently and over the years as follows. All the points below
highlight the need for keeping the legacy of an airline alive, to keep its history, to
seamlessly streamline the brand across all forms of exposure, and to make and
exfoliate the business and what it encompasses:

Return or recognition of older historical liveries (Japan Airlines in 2011, going

back to their original historic crane from the previous modern livery)

Early 2010 saw the rise in special liveries (and even retro liveries) and decals.

Simplifying of color scheme and livery (China Eastern)

Extensive brand consolidations across the region; keeping the brand of

diversified subsidiaries under one roof.

Development of modern aircraft like the 787 and A350 with altered structures

(hence incompatible with many liveries and cheat-lines)

Grey bellies in history books

LCCs looking into simplifying and demonstrating the no-frills element of

flying

Development of the new feet on the Qantas Flying Kangaroo livery for the
unique elevator structure of their A380 aircraft.

Virgin Australia brand change to a full service carrier under their

transformation.

Malaysia Airlines previously under consideration of a new name (after

accidents and restructure under Christoph Mueller) and potentially, a new livery.

Overall Full service carriers retaining the classic and premium feel and
heritage behind the brand, while working away from the tangible liveries to other
areas of customer-exposure.

And lastly, liveries that encapsulates and exposes the brand from booking till
arrival (and pulls all the way through)