At the nose, the brushwing has been increased in size, freed from the green band that used to surround the nose, and the position adjusted slightly. The Cathay Pacific name, or wordmark, now sits above the windows. The font is the same, but the letters are now all uppercase, so that the wordmark is more prominent. These changes make the aircraft easily identifiable as Cathay Pacific from the front.
A single grey band now runs down the fuselage, elegantly linking the nose with the tail. The band encapsulates the contemporary design approach that is at the heart of Cathay Pacific’s brand ethos, and yet is also a subtle echo of past liveries. Overall, these elements give a more contemporary feel, which is better aligned with the direction of Cathay Pacific’s overall brand redesign.
The tail now displays a brushwing against an all-green tail. This is the same green as on the previous livery, but now a colour gradient runs along the back edge of the tail, subtly deepening the tone of the green background in that area. Additionally, the brushwing appears ‘clipped’ at the back of the tail. This allows us to keep the brushwing prominent on differing tail proportions, for all types of aircraft.
The Cathay Pacific brand celebrates the joy of travel. A promise of quality with a spirit of modern Asian beauty. At its heart is a language of tasteful, warm, and understated sensory experiences, delivered with respectful grace and heartfelt hospitality. We call this new design philosophy “Softly spoken, strongly felt”.
This new philosophy guides the design of new websites, lounges, cabins, in-flight service, entertainment products, and much more – all with greater consistency, beauty, and efficiency, shaping an even better experience for our customers. Beyond this, it also clearly defines who we are and what inspires us to help passengers .
