cx828
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CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 12:19 pm

 
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Coal
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 12:57 pm

Looks like in terms of the livery it's just a minor change of the font. Phew. Let's hope it really is a very, very minor change. I really like the CX brand, including their font. I honestly don't think they need to change anything.

Cheers
Coal
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jetblue1965
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 1:02 pm

Quoting Coal (Reply 1):


Looks like in terms of the livery it's just a minor change of the font. Phew. Let's hope it really is a very, very minor change. I really like the CX brand, including their font. I honestly don't think they need to change anything.

Completely agreed. Another case study for Harvard Business School of "dont fix anything that's not broken".
 
kaitak
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 2:06 pm

Quoting Coal (Reply 1):
Looks like in terms of the livery it's just a minor change of the font. Phew. Let's hope it really is a very, very minor change. I really like the CX brand, including their font. I honestly don't think they need to change anything.

I agree, but it is twenty years old - or coming up on it; it's a good juncture to freshen things up a bit.
 
davidho1985
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 2:09 pm

In addition to the font, there should be some minor change (Simplification) the logo which have already applied to the
paper box of the meal they served on the shorter regional flights (eg. TPE/ MNL)
 
CXoneworld
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 2:25 pm

Interesting - wonder if KA will be left untouched. Don't think it would be wise for Cathay to ditch the Dragonair brand, given its widespread recognition in the PRC. More emphasises to be placed on synergy with the greater Cathay network seems to nevertheless make sense.

Btw, please give me a new CX.com - i seriously think the current interface isnt exactly aesthetically pleasing.
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CCA
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 2:38 pm

Surely it should be moved to the upper fuselage and enlarged 300%

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777way
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 2:44 pm

What happened to the Cathay Dragon CX livery style rebanding Drangonair was getting?
 
jetblue1965
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 2:46 pm

Quoting CXoneworld (Reply 5):
Btw, please give me a new CX.com - i seriously think the current interface isnt exactly aesthetically pleasing.

Totally agreed. It was probably designed for desktops with only 800 pixels wide.
 
hotplane
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 2:52 pm

cx.com takes me to White Label cloud solutions.
?
 
29erUSA187
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 2:56 pm

Quoting kaitak (Reply 3):

Even though it is 20 years old, look how well it has held up over time! Just like the BA livery, it is still sleek and modern today!  
 
airbazar
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 3:09 pm

Quoting Coal (Reply 1):
Looks like in terms of the livery it's just a minor change of the font. Phew. Let's hope it really is a very, very minor change. I really like the CX brand, including their font. I honestly don't think they need to change anything.

I personally think their livery is ugly, gloomy, and "worn out". To me it did no age well. So much for personal taste   Of all the major Asian carriers, it's possibly my least favorite. Dragonair's eurowhite is a close second.
 
davidho1985
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 3:25 pm

Quoting CXoneworld (Reply 5):
Interesting - wonder if KA will be left untouched. Don't think it would be wise for Cathay to ditch the Dragonair brand, given its widespread recognition in the PRC. More emphasises to be placed on synergy with the greater Cathay network seems to nevertheless make sense.

It won't happen. KA's brand is a lot stronger than CX in China.
 
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vhtje
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 4:34 pm

Quoting Coal (Reply 1):
ooks like in terms of the livery it's just a minor change of the font.

I always thought CX's font looked a bit like BA's font:

I only turn left when boarding aircraft. Well, mostly. All right, sometimes. OH OKAY - rarely.
 
pasu129
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 4:46 pm

I actually think it is timeless that Cathay Pacific and it's livery and logo doesn't associate with any specific region or country.

If you really have to study their livery, the green used in logo represents the green hills of Hong Kong. Cathay is the ancient name for China, which also represent the rich history of Hong Kong.

Let's not go too far with the re-branding to "Hong Kong Cathay Pacific Airways" with 300% increase in font size!

However, I do agree, cathaypacific.com needs to be updated, and maybe a mobile site to more user friendly on larger handheld devices and with redirect to CX.com or something, like AA.com or BA.com.
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YLWbased
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 5:03 pm

I've seen the rendering of one of their new duty free shopping bag, it looks like they're ditching the red completely from their brand.

YLWbased
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jetblue1965
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 5:09 pm

Quoting pasu129 (Reply 14):
Cathay is the ancient name for China, which also represent the rich history of Hong Kong.

Just to digress a little, "Cathay" actually was derived from the name of a nomadic tribe that resided north of central China during the North Sung Dynasty, which were viewed as foreign invaders.

It took another few hundred years before European explorers coined this term to describe China in a positive light.
 
jeffh747
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 5:18 pm

I really hope it isn't a major change. The logo is timeless, and their branding in general is iconic. Hopefully it's just a slight change, similar to what KL did with their CityHopper fleet earlier this year. I do tend to like these "revised" liveries/brand, but I hope it doesn't do too much harm to this ageless, iconic and beautiful CX brand they have right now.
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Qantas744er
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 5:27 pm

Are they definitely changing the font/anything on the livery?

B-KQS Is now fully painted at KPAE, and wearing the usual livery with no changes. Why bother painting/delivering the onld livery on a brand new frame if its just a "minor" change anyways.

Can anyone confirm this refresh will translate to the livery?
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YLWbased
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 6:05 pm

This is how the "New" logo is gonna look like, the cheat line is gone and the green looked more solid.



Don't ask me where the picture's from, I don't want that person to get fired  

YLWbased
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Thomaas
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 6:18 pm

The cheat line needs to go. Their identity although recognizable feels very 90s-ish. The one think they need more than an updated livery is a new website. For an airline of that caliber, there is no excuse to have such a terrible website and mobile application. It's a disgrace to the airline's image.
 
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OA412
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 6:18 pm

Quoting airbazar (Reply 11):
I personally think their livery is ugly, gloomy, and "worn out". To me it did no age well. So much for personal taste

I actually like their overall livery, but I understand what you're saying. The large grey cheatline does give it a sort of worn down appearance, and the way the red on the tail and forward fuselage fades, gives the impression that it's not intentional, and that the paint really is fading.
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CXGabriel
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 6:50 pm

That upgraded logo on the box looks good, but how's that going to be implemented on the airplane? I hope they're not going to make that brush stroke green against a white background in the tail (think China Eastern). That'd be terrible!

I like how it looks today, but I'm open to any new design that is tasteful and modern yet elegant.
 
hotplane
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 7:17 pm

Here's one I made earlier. I've removed the red and changed the lettering.

?
 
Thomaas
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 7:37 pm

I doubt they'd remove the red. Red is the colour of luck in China and it's an important market for them. All Chinese airlines have some form of red in their livery, CX will be no exception. Chinese people are very superstitious.
 
pasu129
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 7:51 pm

Remove cheatline, remove red, and turn the "shark fin" looking thingy on tail to green... Please tell me it's not gonna be another EUROWhite with Green flying thingy and new fonts
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Coal
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 9:15 pm

Quoting OA412 (Reply 21):
grey cheatline

Huh? It's not grey, it's very light green.

Quoting OA412 (Reply 21):
gives the impression that it's not intentional, and that the paint really is fading.

Huh?

Quoting pasu129 (Reply 25):
"shark fin"

It's a brush stroke, as in calligraphy, not a "shark fin".

Cheers
Coal
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aerokiwi
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 10:46 pm

Oh dear, the design craze of "flattening" and simplifying everything rolls on. Of course it sucks the life out of it.

CX's livery needs zero change, but I'm sure someone's convinced them to do it anyway. A shame. Hopefully the cheatline remains and its just in the application on collateral that they have removed it.
 
Qantas744er
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 10:49 pm

I would not be so quick to establish that there is a change to the livery coming at all.

The article and the individual in the know, mentioned a minor change to the font. Judging from the leaked meal box, there seems to be a different shade of the green however the lighting/pic quality are off. The change in branding does not necessarily mean a change in the livery itself.

Nothing in his statement suggest the removal of any cheat line, and I really dont think they would have painted the latest 77W, B-KQS in the current livery if indeed there is a change just one month away (however minor it may be).
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Polot
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 11:24 pm

Quoting Qantas744ER (Reply 28):
Nothing in his statement suggest the removal of any cheat line, and I really dont think they would have painted the latest 77W, B-KQS in the current livery if indeed there is a change just one month away (however minor it may be).

While I don't know if there is going to be a change in livery or not, the fact that a new plane was just painted into the current livery means nothing. They have to paint something on the plane (whether that is leaving it all white or using the current livery) unless they plan on having it sit around for a month. If there is a change in the livery, it is likely they have not sent Boeing the updated plans/designs for the new livery yet so Boeing is going to paint the plane in their current livery unless they are told otherwise. You sometimes see manufacturers paint new planes into old liveries after a new one has been revealed just because they don't have the updated design for the aircraft yet.

Airlines typical avoid taking delivery of blank planes because it then becomes their responsibility (re: $$$) to get it quickly repainted into the new livery, not Boeing's/Airbus. Better to just have it delivered in the old livery that will be around for several years more anyways and get some mileage out the manufacturer's paint.

[Edited 2014-10-21 16:28:10]
 
anrec80
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RE: CX Will Unveil A 'brand Refresh' In Nov

Tue Oct 21, 2014 11:33 pm

I wouldn't really care how will they paint the planes. Let's just hope that this "minor rebranding" won't result in "increased comfort", like it usually happens in 21st century - going to 3-4-3 in Y with "all new seats".
 
keen2fly
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RE: CX Will Unveil A 'brand Refresh' In Nov

Wed Oct 22, 2014 6:30 am

Quoting hotplane (Reply 23):
Here's one I made earlier. I've removed the red and changed the lettering.

Hmm, I don't like that font, nor do I think they'll use one like that. The whole plane has a sort of unfinished look to it, I think it looks boring and incomplete from that depiction. I seriously hope they do this well, because it's very easy to ruin a livery from taking the slightest thing out of it.
 
Archer
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RE: CX Will Unveil A 'brand Refresh' In Nov

Wed Oct 22, 2014 6:43 am

To me their livery is one of the least attractive of ALL the world's airlines. Just sayin....
 
CX Flyboy
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RE: CX Will Unveil A 'brand Refresh' In Nov

Wed Oct 22, 2014 8:50 am

Quoting jetblue1965 (Reply 16):
Just to digress a little, "Cathay" actually was derived from the name of a nomadic tribe that resided north of central China during the North Sung Dynasty, which were viewed as foreign invaders.

Quite appropriate then for a British founded company in China? 

B-KQT will probably be painted mid-November, matching the time of the refresh according to the article.
 
777way
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RE: CX Will Unveil A 'brand Refresh' In Nov

Wed Oct 22, 2014 10:38 am

 
LifelinerOne
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RE: CX Will Unveil A 'brand Refresh' In Nov

Wed Oct 22, 2014 8:38 pm

Why do I have the feeling they will move to a version of the new China Eastern-livery?

An all white plane, with the icon in green on the tail and only green titles....

Cheers!   

[Edited 2014-10-22 13:38:26]
Only Those Who Sleep Don't Make Mistakes
 
Qantas744er
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RE: CX Will Unveil A 'brand Refresh' In Nov

Thu Oct 23, 2014 9:55 pm

You live and you die, by the FMA
 
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boeingrulz
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RE: CX Will Unveil A 'brand Refresh' In Nov

Thu Oct 23, 2014 10:36 pm

As someone in the font world, the logotype of Cathay Pacific looks dated. The small caps treatment is no longer in style and there is a preference for more open "Humanist" style fonts. British Airways logotype was designed especially for them and is very sensitive and expertly crafted font that only they can use. Cathay's logotype is more generic.

The new logotype at the "Next Chapter" website has more open Cs and is lighter so it updates the logo without loosing the identifiability because it is not dramatically different.
 
777way
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RE: CX Will Unveil A 'brand Refresh' In Nov

Thu Oct 23, 2014 10:39 pm

Quoting boeingrulz (Reply 37):
British Airways logotype was designed especially for them and is very sensitive and expertly crafted font that only they can use.

PIA use it too in their acronym only, its called Mylius, previously also for the title for a short while in 2004/05, then reverted to Helvetica.

[Edited 2014-10-23 15:46:12]
 
YLWbased
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RE: CX Will Unveil A 'brand Refresh' In Nov

Fri Oct 24, 2014 4:47 am

As I've mentioned earlier that CX is ditching the red, and everybody say that can't be because of Chinese Tradition blah blah blah, Cathay doesn't seems to care much about Chinese Superstitious Tradition I'm telling you that.

http://www.cathaypacific.com/thenextchapter/
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CX Flyboy
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RE: CX Will Unveil A 'brand Refresh' In Nov

Fri Oct 24, 2014 4:49 am

They are not ditching the red, just the red stripe. Red is still one of the colours that form the cathay colour pallete and will feature in elements of cabin furnishings and branding.
 
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Vasu
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RE: CX Will Unveil A 'brand Refresh' In Nov

Fri Oct 24, 2014 9:30 am

What's the actual livery going to look like?
 
VictorTango
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RE: CX Will Unveil A 'brand Refresh' In Nov

Fri Oct 24, 2014 12:08 pm

I'm a CX employee and I absolutely dislike the 'minor' rebrand. Looks incomplete.
 
cx828
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RE: CX Will Unveil A 'brand Refresh' In Nov

Fri Oct 24, 2014 2:49 pm

Does the new logo seem too green and only green?? i like the old one with the red strip seem more prudent.
 
Thomaas
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RE: CX Will Unveil A 'brand Refresh' In Nov

Fri Oct 24, 2014 3:13 pm

Quoting YLWbased (Reply 39):

As I've mentioned earlier that CX is ditching the red, and everybody say that can't be because of Chinese Tradition blah blah blah, Cathay doesn't seems to care much about Chinese Superstitious Tradition I'm telling you that.

http://www.cathaypacific.com/thenextchapter/

They seem to be keeping the same livery so red will still be present.
 
CXGabriel
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RE: CX Will Unveil A 'brand Refresh' In Nov

Fri Oct 24, 2014 5:24 pm

Quoting Thomaas (Reply 44):
They seem to be keeping the same livery so red will still be present.

I wouldn't make that conclusion just yet. The link wasn't present at cathaypacific.com, so I think it's only for their Marco Polo members and employees for now. The general public hasn't seen this yet, and no public announcement is made so far. I think the red bar goes. I am guessing that the green bar with white brush stroke in the front of the aircraft will be gone, and a large brush stroke will be added to the front of the aircraft (probably between 1st and 2nd door) follow by the newly designed bigger company name. Not sure what they'll do with the tail though the red bar probably is gone; after all, the current tail is one of the best tail design out there and hoping they won't mess with it too much.
 
timboflier215
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RE: CX Will Unveil A 'brand Refresh' In Nov

Fri Oct 24, 2014 8:55 pm

From a branding POV, I like the refresh. But I do hope they don't mess with the livery too much, as it's one of the best around. Simplifying it too much leaves it in danger of being boring...
 
tonymctigue
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RE: CX Will Unveil A 'brand Refresh' In Nov

Sat Oct 25, 2014 12:03 am

Quoting Thomaas (Reply 20):
The cheat line needs to go. Their identity although recognizable feels very 90s-ish. The one think they need more than an updated livery is a new website. For an airline of that caliber, there is no excuse to have such a terrible website and mobile application. It's a disgrace to the airline's image.

I honestly don't think that just because the CX livery is a bit old then it means that is should be changed. It is an iconic and instantly recognisable brand that has become synonymous with quality which is everything a good brand is. Compare it with the current EI livery which dates from the mid 1990's and is too still one of the most striking and instantly recognisable in the in industry and in many ways, still very modern looking.

I do agree though that the website and mobile app need some serious work. The mobile app is downright terrible and the website apart from looking very dated frequently provides me with some very exotic fares for certain flight combinaions. I remember once trying to book MEL-SNN return via HKG and LHR through the CX website about 18 months ago and it quoted me fares of over $12,000 for economy? I got a similar fare quote about 8 months ago when attempting to book MEL-BOS via JFK.
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Miami
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RE: CX Will Unveil A 'brand Refresh' In Nov

Sat Oct 25, 2014 12:35 am

Side by side.

http://images.marketing-interactive.com.s3.amazonaws.com/wp-content/uploads/2014/10/Cathay_Pacific_Logo_Comparison1-700x262.jpg
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OA412
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RE: CX Will Unveil A 'brand Refresh' In Nov

Sat Oct 25, 2014 1:06 am

Quoting Coal (Reply 26):
Huh? It's not grey, it's very light green.

That's green? It often looks closer to gray such as in the picture of the 743 below.

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Photo © Gavin Bowler
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Photo © Harald Kinader


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Photo © Javier Rodriguez - Iberian Spotters



Quoting Coal (Reply 26):
Huh?

I'm talking about the way the red stripe fades on the tail. I know that was done for effect, but it often appears as though the fading wasn't intentional, and that the paint is just fading. In other words, the effect just doesn't work IMHO.>
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