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New look for Cathay

written by australianaviation.com.au | November 2, 2015
A Cathay Pacific Boeing 777-300ER featuring the airline's new livery. (Cathay)
The new looks debuts on a 777-300ER at Hong Kong Airport on Sunday. (Cathay)

Cathay 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.

The airline showed off its first aircraft featuring the new look, a Boeing 777-300ER, at a special event at Hong Kong Airport on Sunday.

The changes feature a larger logo, or brushwing, at the front of the aircraft, as well as larger lettering for the airline’s name on the side of the fuselage and an all-green tail. The colours have also been simplified to green, grey and white.

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The new look:

The previous livery:

Cathay Pacific flight CX100, operated by 777-300ER B-KQR, at Sydney Airport. (Cathay Pacific)

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Cathay says the livery represented a “timeless, yet contemporary, elegance” that blended the airline’s Asian roots with a global outlook.

Chu told guests at the official unveiling the updated livery was the latest initiative to “refresh” the airline’s 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 Kong’s position as an international aviation hub.”

Cathay said its existing fleet will be gradually repainted over the next five years as aircraft head to the hangar for their regular maintenance checks.

Meanwhile, Cathay’s new deliveries of Airbus A350s will come out of the factory with the new livery.

Cathay Pacific chief executive Ivan Chu launches the new livery with Hong Kong secretary for transport and housing Anthony Cheung. (Cathay)
Cathay Pacific chief executive Ivan Chu launches the new livery with Hong Kong secretary for transport and housing Anthony Cheung. (Cathay)

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13 Comments

  • Russell M

    says:

    mmm – I wonder how much the marketing consultants got for that job?

  • Kim

    says:

    I hope they upgrade the seats in the A330-300 used for Adelaide/HongKong/Adelaide route as my recent trip back to Adelaide experienced the worst seats ever -in Premium Economy. Little padding and no foot support.

  • Tom O

    says:

    Looks a bit like Air NZ

  • Michael

    says:

    Looks cheap and boring. Congratulations Cathay on stuffing up a great livery!

  • Liam Straughan

    says:

    I can’t wait to see this new, modern and bold livery making a presence in Australia, particularly with the now twice-daily Boeing 777-300ER services to Sydney Kingsford Smith International.

  • Oliver

    says:

    Looks better than the old livery although i think they could do better, it looks too plain now…

  • Scott

    says:

    In my humble opinion, the majority of modern liveries are either boring or look like a lollie wrapper, which is probably why the retro liveries are so popular. United came up with one of the best modern liveries to dump it for the Continental livery???

  • NJP

    says:

    Nose looks much neater but strange for a Chinese business to drop the red highlight colour. Feng Shui masters may not be happy

  • ggg

    says:

    easier to resale by keeping the majority area white

  • Rick

    says:

    Not sure that the change is that appealing. Too simplistic.

  • Taurean Lea

    says:

    Welcome to the brand new Cathay Pacific!!!!!

  • Miller

    says:

    Looks terrible! Should have kept the original tail livery as is and did the new livery for the body. Bring back the “lettuce sandwich” of the 80s

  • Crispin Trist

    says:

    I think Cathay are right to update this livery as the old livery was starting to look a little bit tired. Not sure if they are quite there yet though.

    I agree with the comment above about United Airlines. Adopting the Continental livery was a bad idea.

    I have flown with all three carriers. But flying in to Kai Tak on Cathay was a high point! Great days.

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