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Observers stifle a few yawns at Cathay’s new livery

November 3, 2015 Aviation, Headline News No Comments Print Print Email Email

egtmedia59Cathay Pacific has officially unveiled its biggest makeover for 20 years, revealing a contemporary paint job for its fleet. The changes left some observers feeling underwhelmed.

“Spot the difference” quipped the Hong Kong-based South China Morning Post in a headline.

The airline’s “brushwing” logo introduced about 20 years ago remains. On the tail is a white brushwing on a green background. Near the nose is a green brushwing on a white background. The red stripe and the dark green wrap around the nose of the plane have both been axed.

IN. Cathay Pacific's new logo

IN. Cathay Pacific’s new logo

Cathay launched its new livery at at Hong Kong International Airport and backed it with a video, which can be viewed here: https://www.youtube.com/watch?v=XLskBTrhGek

The airline says its new livery “captures our brand values and safeguards our heritage, but it also looks forward to our future with its timeless, yet contemporary, elegance; it blends our Asian roots with our global outlook”.

The spiel continues: “The livery is a vital part of Cathay Pacific’s overall brand. When you think about Cathay Pacific, you think about our aircraft; and the aircraft’s livery is a symbol of our values. It represents our airline not just in Hong Kong, but as the aircraft take-off and touchdown in all our destinations around the world.”

OUT. Cathay Pacific's old logo

OUT. Cathay Pacific’s old logo

Take a look for yourself and see if you can see all that in it.

The airline’s unveiling of the new livery on its YouTube channel was not exactly greeted with a storm of approval.

Here’s some of the comments visible on the site yesterday:

Too minimal. A design of nothingness. – Lindon

They should bring the design team from Air New Zealand. – Gabriel Leung

Far too mainstream.. Cathay can’t think out of 1970. – Marc Tacchi

Horrible change, Can’t believe that they decided to go this bland, if this is supposed to represent Cathay Pacific, I’m sorry, but this does not represent Cathay Pacific at all. – SimulatorsX ROBLOX            

Quite possibly the worst and blandest livery in Asia. If this livery represents “everything we’re about” then clearly it’s not much. What has happened to you Cathay? This livery is a disgrace to the Cathay name. Now that’s a livery I do NOT look forward to seeing on the A350. – Adam Hamada

I’m usually a sucker for new things, but this… I don’t know. I guess it will grow on me? – JohnnyLogic

Back on the bread-and-butter front, Cathay is considering adding more seats in economy class across its long-haul B777 fleet, squeezing the width for passengers. It has not come to a final decision on that.

The airline restructured its frequent flyer program, the Marco Polo Club, a couple of months ago. The idea is to concentrate on rewarding customers who spend more money and buy premium seats.

New, fuel-efficient A350s will start to roll into the Cathay fleet from next February, an investment worth USD 10 billion that may see the airline expand routes. Cathay is also rolling out redesigned premium airline lounges across its global network.

The Hong Kong-based airline is certainly making itself attractive to Perth customers, with some hot airfares on sale from Perth to more than 70 destinations in its “Asia Getaway” sale.

Asia is on sale in all three classes on Cathay Pacific – Economy, Premium Economy and Business Class with Economy Class return fares from Perth in low season starting from AUD 648 to Hong Kong, AUD 632 to Shanghai or Beijing and AUD 746 to Tokyo.

Written by Peter Needham

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