HK Specific Rebrands With New Livery & Unusual Slogan

HK Specific, which is a Hong Kong-based low price service that was acquired by Cathay Pacific in 2019, has this week introduced a rebranding. Admittedly us avgeeks are sometimes immune to livery and branding modifications, however I truly suppose this one is especially not good…

Particulars of HK Specific’ new branding

HK Specific has introduced a full rebranding as of early 2023, coinciding with most coronavirus associated restrictions being lifted in Hong Kong. That is sensible, since HK Specific is a leisure oriented airline, and leisure journey to & from Hong Kong hasn’t been very sensible for the previous few years.

The airline will progressively be introducing a brand new brand, a brand new livery, new font and typeface, a brand new web site, and new crew uniforms. Under is an image that provides you a way of the rebranding, because it reveals the corporate’s new livery and new slogan.

HK Specific’ new branding

As a degree of comparability, under is what HK Specific’ outdated livery appears to be like like.

HK Specific’ outdated livery

As earlier than, the airline is continuous to make use of purple as its major colour. Nonetheless, the picture of the long-lasting HK skyline will probably be eliminated, and changed by a stylized “e” on the tail. That very same “e” brand can even be utilized to the winglets, in addition to the underside of the plane.

HK Specific’ new brand

It’s anticipated that the brand new livery will debut on a newly delivered Airbus A321neo, which is predicted to be delivered to the airline within the fist half of 2023. The airline has 16 A321neos on order. HK Specific has an all-Airbus A320 household fleet, with 26 planes between the A320, A320neo, and A321.

HK Specific can be introducing a brand new slogan — “Gotta Go!” Under you’ll be able to see the corporate’s first advertising and marketing marketing campaign that includes the brand new branding and slogan.

My tackle HK Specific’ rebranding

Personally I discover HK Specific’ rebranding to be extraordinarily boring and predictable.

By way of livery, the airline goes from an truly attention-grabbing design that had one thing that was distinctive to Hong Kong, to a really generic livery that might belong to an airline based mostly wherever. I’ve a tough time imagining that this comes all the way down to something apart from attempting to chop prices cash, as the brand new livery is presumably cheaper to color.

So far as the brand new slogan goes, am I the one one who finds “Gotta Go!” to be… an uncommon selection? Personally it makes me instantly suppose that somebody wants to make use of the toilet, fairly than journey someplace.

It additionally jogs my memory of Checkers’ “You Gotta Eat” slogan again within the day — it mainly simply reminds you that it’s a must to eat, and doesn’t let you know why it’s best to eat at a Checkers over a competitor.

It’s not shocking to me, however I believe it’s noteworthy that HK Specific is sustaining fully separate branding from Cathay Pacific. It could’ve been type of cool to see HK Specific rebrand into one thing with Cathay Pacific’s signature design parts, however in purple (like how Cathay Dragon basically had Cathay Pacific’s branding, however solely in crimson).

The outdated Cathay Dragon branding

I’m not shocked to see absolutely separate branding maintained, as many full service airways wish to hold their extremely low price service branding absolutely separate. For instance, simply take a look at Singapore Airways and Scoot, and Qantas and Jetstar.

You wouldn’t know Scoot is owned by Singapore Airways based mostly on the livery

Backside line

Cathay Pacific’s HK Specific has undergone a full rebranding, with a brand new livery and new slogan. Sooner or later you’ll be able to count on a brand new web site, new worker uniforms, and extra.

I can’t say I’m a fan of those modifications. I believe HK Specific went with probably the most generic rebranding possibility possible, eradicating any parts that remind you of Hong Kong. In the meantime I see what the airline intends with its “Gotta Go!” slogan, although that’s definitely not what I’d select to make use of.

What do you make of HK Specific’ rebranding?

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