HKG212
Topic Author
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Time For New CX Scheme?

Sat May 18, 2013 11:24 am

Having seen the beautiful new AA 77Ws (as I mentioned in another post, I'm a convert now), I couldn't help but notice how awful CX's own 77Ws look in comparison -- arguably it's the only livery that makes that beautiful plane look bad!

That scheme was probably tired on the day it was born, and age hasn't done it any good. Not a classic, not timeless, just nothing to hold on to. When do we see a revamp?

CX 777-300ER
 
CXB77L
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RE: Time For New CX Scheme?

Sat May 18, 2013 11:42 am

Quoting HKG212 (Thread starter):
When do we see a revamp?

Probably not until CX's financial situation improves.

I'm not a big fan of CX's current livery (I prefer the old green and white "lettuce sandwich"), but it works fine as it is. It isn't a bad livery, it's classy and serves its purpose, which is primarily to differentiate CX from other carriers, so I can't see this being high on the list of priorities.
Boeing 777 fanboy
 
1stfl94
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RE: Time For New CX Scheme?

Sat May 18, 2013 11:43 am

Looking at that image, I think the livery needs a bit of a change for the 77W but I don't think a complete change is needed. It would be better if the blue and the Cathay titles were higher up I think, like they are on the 744.

Also as one of the few non Eurowhite schemes around these days it would be a shame to lose it
 
timboflier215
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RE: Time For New CX Scheme?

Sat May 18, 2013 11:47 am

Are you kidding?! It's one of the classiest, most recognisable and unique liveries flying today!
 
rutankrd
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RE: Time For New CX Scheme?

Sat May 18, 2013 11:48 am

Quoting CXB77L (Reply 1):
Probably not until CX's financial situation improves.

I'm not a big fan of CX's current livery (I prefer the old green and white "lettuce sandwich"), but it works fine as it is. It isn't a bad livery, it's classy and serves its purpose, which is primarily to differentiate CX from other carriers, so I can't see this being high on the list of priorities.

IMO the current livery does just the opposite of standing out - its positively stealthy !
 
SpaceshipDC10
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RE: Time For New CX Scheme?

Sat May 18, 2013 11:58 am

Quoting HKG212 (Thread starter):
I couldn't help but notice how awful CX's own 77Ws look in comparison

I disagree with you and I note that the picture you've used to illustrate your post doesn't make any justice to the livery.


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It may not look as classic or timeless as some other liveries around, it doesn't need to be completely changed, just a little update.
 
na
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RE: Time For New CX Scheme?

Sat May 18, 2013 12:00 pm

Quoting timboflier215 (Reply 3):
Are you kidding?! It's one of the classiest, most recognisable and unique liveries flying today!

   Nothing to add in respect CX.

But while talking about China, I think a livery change for the countries flag carrier Air China is much, much more urgently needed! Have you seen an Air China 77W? Looks absolutely miserable like an decades old plane close to retirement in this dull blue/white/grey.
 
Luftymatt
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RE: Time For New CX Scheme?

Sat May 18, 2013 12:18 pm

Quoting HKG212 (Thread starter):

No accounting for taste then. I'm not fussed on the new AA scheme, but the CX livery is classy and elegant. Ever since I saw their first A330 in the new CX livery, it made a lasting impression on me.

Quoting na (Reply 6):
But while talking about China, I think a livery change for the countries flag carrier Air China is much, much more urgently needed! Have you seen an Air China 77W? Looks absolutely miserable like an decades old plane close to retirement in this dull blue/white/grey.

Yeah I agree with you, however I think the Air China colours look Ok on their A332's.

[Edited 2013-05-18 05:21:53]
chase the sun
 
HKG212
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RE: Time For New CX Scheme?

Sat May 18, 2013 12:25 pm

Quoting timboflier215 (Reply 3):
Are you kidding?! It's one of the classiest, most recognisable and unique liveries flying today!
Quoting LuftyMatt (Reply 7):
the CX livery is classy and elegant.

Wow. I can't imagine anyone feeling this way about this pallid, anemic, listless scheme. Yes it's a matter of taste, but for me it's anything but "classic", and most definitely not "elegant".
 
dennys
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RE: Time For New CX Scheme?

Sat May 18, 2013 12:31 pm

Will the A343 be refurbished ?
 
CXB77L
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RE: Time For New CX Scheme?

Sat May 18, 2013 12:32 pm

Quoting rutankrd (Reply 4):
IMO the current livery does just the opposite of standing out - its positively stealthy !

I didn't say it stands out, I said that it differentiates CX from other carriers. All liveries do that to a greater or lesser extent, as they are all different from each other. Yes, even the so-called "boring", "Eurowhite" schemes.

Quoting dennys (Reply 9):
Will the A343 be refurbished ?

No.

[Edited 2013-05-18 05:35:17]
Boeing 777 fanboy
 
workhorse
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RE: Time For New CX Scheme?

Sat May 18, 2013 2:07 pm

For godssakes, no!!! It's already hard enough to stomach that the 77W will soon be the biggest aircraft in CX fleet, now, if even the livery goes away...  Wow!   
 
PRAirbus
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RE: Time For New CX Scheme?

Sat May 18, 2013 3:39 pm

Totally overdue! They need to refresh it, too boring!
 
aviasian
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RE: Time For New CX Scheme?

Sat May 18, 2013 3:58 pm

The current livery of CX has too many shades of grey ... and too little green. That which is masquerading as a "cheatline" looks like nothing more than a very small moustache.

If you look at how good CX is with special liveries, you know there is tremendous good taste within the organisation and the designers it work with.

Certainly CX can refresh its current image. No quarrel with the tail - it is still very nice.

KC Sim
 
ben175
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RE: Time For New CX Scheme?

Sat May 18, 2013 4:06 pm

CX's current livery is probably one of the only liveries out there which could last another 50 years IMO. It's innovative, modern, clean, sophisticated and very timeless. Only improvement I could see being made is an enlargement of the forward titles.

The only other liveries like this I can think of are EK, QR, SQ, HA and BA.

[Edited 2013-05-18 09:08:02]

[Edited 2013-05-18 09:08:52]
 
N766UA
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RE: Time For New CX Scheme?

Sat May 18, 2013 6:12 pm

I rather like their livery! I don't think it needs updated at all.
 
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LAXintl
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RE: Time For New CX Scheme?

Sat May 18, 2013 8:08 pm

Imo, the livery is rather subdued, especially since many CX aircraft are not exactly sparkling clean.

I personally preferred the older green livery, or the specialty themed planes CX has had over the years.

But yes, something fresher, or more distinctive including grater emphasis on Cantonese culture would be neat.

Quoting workhorse (Reply 11):
For godssakes, no!!! It's already hard enough to stomach that the 77W will soon be the biggest aircraft in CX fleet, now, if even the livery goes away...

CX has the 748F...
From the desert to the sea, to all of Southern California
 
CX Flyboy
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RE: Time For New CX Scheme?

Sat May 18, 2013 9:11 pm

There was an update scheduled about 5 years ago but because of the financial crisis it was shelved. I agree that a small update is needed but I also think the tail is fine as it is. If anything the titles need to be a lot more visible. In many places around the world people have never heard of Cathay, let alone recognize the tail colours. At least bigger titles would allow people to be able to read what airline it actually is.
 
civetfive
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RE: Time For New CX Scheme?

Sat May 18, 2013 9:25 pm

personally I think CX has one of the best liveries around. Though if there were to change it to something, the "Asia's World City" was one of the most beautiful specials I ever saw
 
The Coachman
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RE: Time For New CX Scheme?

Sat May 18, 2013 9:46 pm

This livery was introduced in 1995 and is understated. The fact that it's lasted 18 years and counting is a credit to its design.

People don't seem to understand that garish and bold ages quickly. Just look at how often some of the US carriers have changed colour schemes over the years...
M88, 722, 732, 733, 734, 73G, 73H, 742, 743, 744, 752, 762, 763, 772, 773, 77W, 320, 332, 333, 345, 388, DH8, SF3 - want
 
SpaceshipDC10
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RE: Time For New CX Scheme?

Sat May 18, 2013 9:59 pm

Quoting The Coachman (Reply 19):
Just look at how often some of the US carriers have changed colour schemes over the years...

You mean AA ?   Just kidding. UA has kept its Saul Bass livery with minor changes for about twenty years. Then came the terrible battle ship that lasted 11 years, then the blue tulip in 2004 and since 2010 the new corporate livery.
 
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cosyr
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RE: Time For New CX Scheme?

Sat May 18, 2013 10:57 pm

I used to think of this as one of the freshest liveries in the 90's, but now that's just what it is, 90's. With the brush strokes, feathering and fade out lines, it is a period specific and could use some modernizing. To be fair it is still unique, and I don't think it hurts their brand, but many people might not look out the window at the airport and ask "what airline is that plane?" which is really what a good livery should do. No rush, but I hope they're thinking about how to update the brand.

For fun, I asked my wife what she thought, who has never seen this livery before, and her comment was "kind of dull, reminds me of the postal service." I mentioned that someone thought it could last another 50 years, and she said, "Well sure, the postal service hasn't changed in 50 years." Just thought a non airline person, objective opinion would be amusing.
 
questions
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RE: Time For New CX Scheme?

Sat May 18, 2013 11:52 pm

Quoting 1stfl94 (Reply 2):
Also as one of the few non Eurowhite schemes around these days it would be a shame to lose it
Quoting timboflier215 (Reply 3):
Are you kidding?! It's one of the classiest, most recognisable and unique liveries flying today!
Quoting rutankrd (Reply 4):
IMO the current livery does just the opposite of standing out - its positively stealthy !
Quoting LuftyMatt (Reply 7):
the CX livery is classy and elegant.
Quoting Ben175 (Reply 14):
CX's current livery is probably one of the only liveries out there which could last another 50 years IMO. It's innovative, modern, clean, sophisticated and very timeless.
Quoting N766UA (Reply 15):
I rather like their livery!
Quoting civetfive (Reply 18):
I think CX has one of the best liveries around.

All of the above.
 
questions
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RE: Time For New CX Scheme?

Sat May 18, 2013 11:54 pm

Quoting The Coachman (Reply 19):
People don't seem to understand that garish and bold ages quickly. Just look at how often some of the US carriers have changed colour schemes over the years...

Some might say that's cultural.

And, it plays out well in AA's new SCREAMING REDNECK livery!
 
N766UA
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RE: Time For New CX Scheme?

Sun May 19, 2013 12:10 am

Quoting questions (Reply 23):
And, it plays out well in AA's new SCREAMING REDNECK livery!

At least they didn't put a dixie flag on the tail!
 
MCO2BRS
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RE: Time For New CX Scheme?

Sun May 19, 2013 12:21 am

If CX were to change their livery, we would still have 50% of A.net going "I hate it!" and the other half going "I love it"

Besides, if they did change it, they would probably end up with an all Eurowhite fuselage and an oversized greenish wrap-around tail logo just like Thai/Virgin/Garuda/Air Berlin/American/Aeroflot... I could keep going, but you get the picture!

Cheers,

MCO 2 BRS
 
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EK413
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RE: Time For New CX Scheme?

Sun May 19, 2013 12:56 am

Quoting timboflier215 (Reply 3):
Are you kidding?! It's one of the classiest, most recognisable and unique liveries flying today!
Quoting na (Reply 6):
Nothing to add in respect CX.
Quoting Ben175 (Reply 14):
CX's current livery is probably one of the only liveries out there which could last another 50 years IMO. It's innovative, modern, clean, sophisticated and very timeless. Only improvement I could see being made is an enlargement of the forward titles.

        

Classy scheme without a doubt. Now if any livery requires an update its CA!

EK413
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MKEdude
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RE: Time For New CX Scheme?

Sun May 19, 2013 1:03 am

I love CX's tail design. The swooping line of Chinese calligraphy is quite elegant. The rest could a refresh however but be careful what you wish for, the last thing global aviation needs is ANOTHER all-white fuselage.   

Seriously, shouldn't the all-white trend be cycling out of fashion by now?
"You can't be a real country unless you have a beer and an airline." Frank Zappa
 
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EK413
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RE: Time For New CX Scheme?

Sun May 19, 2013 1:18 am

Quoting MKEdude (Reply 27):
The rest could a refresh however but be careful what you wish for, the last thing global aviation needs is ANOTHER all-white fuselage.

That's what I'm afraid of happening. CX have a unique livery and if it ain't broke don't try fixing it!

EK413
Good evening, ladies and gentlemen. We are tonight’s entertainment!
 
gaystudpilot
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RE: Time For New CX Scheme?

Sun May 19, 2013 1:29 am

Quoting The Coachman (Reply 19):
People don't seem to understand that garish and bold ages quickly. Just look at how often some of the US carriers have changed colour schemes over the years.
Quoting SpaceshipDC10 (Reply 20):
You mean AA ?
Quoting questions (Reply 23):
And, it plays out well in AA's new SCREAMING REDNECK livery!
Quoting N766UA (Reply 24):
At least they didn't put a dixie flag on the tail!

Or a gun rack!

Back to topic...

The CX livery is one of my favorites.
 
ChazPilot
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RE: Time For New CX Scheme?

Sun May 19, 2013 1:30 am

Even if I didn't like CX's livery (which I don't - happen to think it's just fine), it's all about inner beauty anyways and that is where CX truly shines for me - esp. with the new cabins. On the other hand, the complete opposite applies to AA which may look pretty on the outside but anything but on the inside, where they start by cramming and extra seat in Y class on their new 77W.
 
JAAlbert
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RE: Time For New CX Scheme?

Sun May 19, 2013 2:22 am

I have to agree that the livery is in a word - bland. The first time I flew CX, I was surprised with the plane, a 747, was pulled up to the gate at LAX. I thought, they forgot to paint the plane! The colors are too pale and the tail really doesn't communicate much.
 
SXDFC
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RE: Time For New CX Scheme?

Sun May 19, 2013 2:35 am

Does anyone know when their Green "Asia World City" 77W is due for a repaint? Judging by her last pic, looks like she could use a re-spray!


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FI642
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RE: Time For New CX Scheme?

Sun May 19, 2013 2:41 am

Personally, I've despised the current livery from the second it was introduced.
Their former livery was wonderful. Bring back the "lettuce sandwich" any time.

Carriers repeatedly fail to recognize the brand they have established. CX,
AA, DL, and even BA (removing the Landor Livery)- are all guilty. KL and and
AF both did a refreshing, and it worked very well.

CX to me? Green and white.
737MAX, Cool Planes for the Worlds Coolest Airline.
 
AngMoh
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RE: Time For New CX Scheme?

Sun May 19, 2013 2:46 am

This CX 77W livery is much nicer...

http://www.youtube.com/watch?v=2Bp2V-rEnsY
727 732 733 734 735 73G 738 739 739ER 742 743 744 752 753 762 772 77E 773 77W 788 A300 A310 A319 A320 A321 A332 A333 A343 A345 A346 A359 A35K A388 DC-9 DC-10 MD11 MD81 MD82 MD87 F70 ERJ145 E170 E175 E190 E195 ATR72 Q400 CRJ200 CRJ700 CRJ900 BAE146 RJ85
 
VC10er
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RE: Time For New CX Scheme?

Sun May 19, 2013 3:30 am

Quoting FI642 (Reply 33):

Funny you should use the word "brand" and that airlines don't seem to understand the importance of them. In fact Cathay hired LANDOR to change the orange and green livery because it was designed by an engineer and not a branding specialist. Cathay did their homework, research was done quantitatively and the VAST amount of a huge international sample said that it was "cheap, old, unprofessional, cargo airline, unsophisticated, non-Asian (culturally inappropirate) down-scale" also, there was even further proof that while partly British owned, the international premium flier associated the bad and cheap livery to that "other things about Cathay must be wrong too" the Qual feedback with virbatims was even worse.
So they called LANDOR London and got the same team as the folks who did the BA LANDOR livery. Swire wanted someting to bridge the East and the West, something that reflected their superior service and safety.
When R Ford and his team completed the redesign, global research was done again (to the same scale) to assure it delivered on the business strategy - and the livery you see today did, on par with BA and Singapore, both being R Ford liveries as well. It was seen as international yet Asian, sophisticated, elegant, evocative of flight itself and a top teir global airline. The green and orange was tested again as a "control" to gauge if the degree of change was too much. Indeed the large sample virtually begged to rid HK of the "eye sore". These were with consumers, business community etc, not airline enthusiasts.
So, yes, I am partial to my friend Mr Ford, who taught me a lot about branding...he also had much to do with the branding of Hong Kong. Yes, design is subjective, but branding isn't, it is business...the current livery is still timeless and loved. LANDOR continues its relationships. Yes, I agree that BA got rid of the BA LANDOR livery before its time!
To Most the Sky is The Limit, For me, the Sky is Home.
 
BoxBoy
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RE: Time For New CX Scheme?

Sun May 19, 2013 3:38 am

Cathay has one of the best paint schemes in the world. Some of the older jets may need to be repainted but in the same scheme.
 
CX Flyboy
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RE: Time For New CX Scheme?

Sun May 19, 2013 4:40 am

Quoting SXDFC (Reply 32):

I don't believe KPA has come up for repaint and D check yet but it must be soon. They normally repaint them along with a D check. KPF will be repainted when its her turn probably into a standard scheme I'd imagine.

Quoting FI642 (Reply 33):

As far as branding is concerned, CX is widely recognised as being one of the best airlines in the world. Airlines are not judged on colour scheme alone but it certainly is part of it. CX seems to do just fine as it is with the general public. Remember airliners.net armchair experts are not the target market.
 
just7four7
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RE: Time For New CX Scheme?

Sun May 19, 2013 4:42 am

CX is quite dull, so true. too much grey never convinces. and the calligraphy swoosh looks pretty awful and simplistic.
at the same time, it does help to differentiate itself from other more color-noisy airlines and so can help to establish a certain 'us against them' image, in a conservative way.

still: i would say this: remove some of the greyness, get a new logo, add a bit more green. dont do a 180, instead a 45 degree change.

sorry, initial post guy: AA will require a "1800 degree turn" for its new livery. awful to say the least. kindergarden airliner livery.
 
Alitalia744
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RE: Time For New CX Scheme?

Sun May 19, 2013 4:45 am

VC10er,

Shame such good Landor liveries went away. Todays Landor jobs look like junk.
Some see lines, others see between the lines.
 
ghifty
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RE: Time For New CX Scheme?

Sun May 19, 2013 5:11 am

IMO, CX has one of the better liveries in the industry. Indeed, it does look a little '90s due to it's pale color.. but I think that could be remedied fairly simply.

Quoting FI642 (Reply 33):
Carriers repeatedly fail to recognize the brand they have established. CX,
AA, DL, and even BA (removing the Landor Livery)- are all guilty. KL and and
AF both did a refreshing, and it worked very well.

Delta? Really? Their logo's been the same widget since the 1960's save some color hue changes and a short-lived "curved" lower widget.
Fly Delta (Wid)Jets

Comments made here reflect only my personal opinions.
 
777way
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RE: Time For New CX Scheme?

Sun May 19, 2013 5:48 am

Quoting just7four7 (Reply 38):
and the calligraphy swoosh looks pretty awful and simplistic.

Are you kidding, that's the best part, but true CX livery is tad dull since day one, maybe the atil paint needs to go a bit higher to cover the full logo, maybe titles need to move up again, don't know what the grey cold be replaced by, livery looked best on 747.

Landor BA livery would be nicer if they used white instead of that dirty pearl grey as it was called and the belly paint had been reduced by a foot or two under the cabin windows.
 
ZK-NBT
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RE: Time For New CX Scheme?

Sun May 19, 2013 6:09 am

Personally I like the CX livery. Looks best on the 744 IMO. I didn't mind the old one either.
 
just7four7
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RE: Time For New CX Scheme?

Sun May 19, 2013 6:43 am

Quoting cx flyboy (Reply 37):

silly reply, no offense.
obviously we tawk here as just observers, and it is sports what we do, but we have qualified opinions within.

CX: Go refresh!
 
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CCA
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RE: Time For New CX Scheme?

Sun May 19, 2013 8:18 am

Yep definitely needs a refresh, possibly keep the tail.

Best brightest livery, used to easily stand out amongst the others at the gate,


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Both liveries need a much larger font!
Enthusiast
 
CXB77L
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RE: Time For New CX Scheme?

Sun May 19, 2013 9:11 am

Quoting LAXintl (Reply 16):
Imo, the livery is rather subdued

I think that's what they wanted though. They don't want their livery to be over-the-top brash, they want it to be subdued, conservative and contemporary.

Quoting LAXintl (Reply 16):
or more distinctive including grater emphasis on Cantonese culture would be neat.

I'd rather not have it end up looking like KA or HX. I think putting an emphasis on Cantonese culture as opposed to CX's own corporate culture would be a mistake. I believe the two are not alike. I'd rather see CX maintain their corporate conservativeness as opposed to the bold, brash red and gold that seems to be the theme colours for anything Chinese.

Quoting VC10er (Reply 35):
In fact Cathay hired LANDOR to change the orange and green livery because it was designed by an engineer and not a branding specialist.

Where did you get "orange" from?


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The titles look very red to me.

Nevertheless, thanks for an insightful post. I don't disagree that the current livery was designed professionally by brand experts in order to promote the brand and the airline as much as possible. I would imagine that most airlines do in fact hire a branding specialist to create a logo and colour schemes for the airline. Personally, though, I still prefer the old green and white stripes, as I thought it looked very classy - especially on a 747-400.
Boeing 777 fanboy
 
KaiTak747
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RE: Time For New CX Scheme?

Sun May 19, 2013 10:50 am

Quoting VC10er (Reply 35):

Fantastic post.

Quoting just7four7 (Reply 43):
silly reply, no offense.
obviously we tawk here as just observers, and it is sports what we do, but we have qualified opinions within.

CX: Go refresh!

Yes, everyone is entitled to have and give their opinion, but should also realise when their opinion is not shared by the majority of people. The livery of CX does the job as highlighted in VC10er's post. So no, it does not need a change.

If it ain't broke, don't fix it.
 
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RayChuang
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RE: Time For New CX Scheme?

Sun May 19, 2013 1:09 pm

I'd love to see CX revive the previous livery, but I think the Government of China--who thinks the livery is too tied to the days when Hong Kong was a British colony--may object. After all, Hong Kong is technically part of China now.
 
HKG212
Topic Author
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RE: Time For New CX Scheme?

Sun May 19, 2013 2:00 pm

Quoting RayChuang (Reply 47):
I'd love to see CX revive the previous livery, but I think the Government of China--who thinks the livery is too tied to the days when Hong Kong was a British colony--may object. After all, Hong Kong is technically part of China now.

You really don't know much about Hong Kong and China, do you?...
The Chinese government has a say in a lot of things in Hong Kong, but CX's color scheme is not one of them.

Quoting questions (Reply 22):
All of the above.

Well, obvioulsy there is a lot more love for the current scheme than I imagined when I started this post...

Quoting cx flyboy (Reply 17):
There was an update scheduled about 5 years ago but because of the financial crisis it was shelved. I agree that a small update is needed but I also think the tail is fine as it is. If anything the titles need to be a lot more visible. In many places around the world people have never heard of Cathay, let alone recognize the tail colours. At least bigger titles would allow people to be able to read what airline it actually is.

...but I'm glad to see some people inside CX also feel change is due. I just hope it comes sooner rather than later, perhaps when the next aircraft type enters service (A350? A380? B748?).
 
Airbus_A340
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RE: Time For New CX Scheme?

Sun May 19, 2013 3:17 pm

Quoting RayChuang (Reply 47):
I'd love to see CX revive the previous livery, but I think the Government of China--who thinks the livery is too tied to the days when Hong Kong was a British colony--may object. After all, Hong Kong is technically part of China now.

I don't believe the government would stop CX from painting one of its aircraft in an old livery. In fact I believe they would be quite supportive if anything. I wouldn't be suprised if CX did paint one of the old liveries on one of the aircraft in its fleet for a historical event like 70th or 80th anniversary. There are currently two DC3s in Hong Kong with older CX liveries (Science Museum and one outside CX City). CX still sells models of its old liveries in its shop at Cathay City.
People. They make an airline. www.cathaypacific.com

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