On September 9th, at a lavish ceremony in Shanghai, China Eastern Airlines unveiled their new logo and livery to be used to all of their aircraft and uniforms.The new China Eastern logo was designed by the famous Chinese brand consultancy Zhengbang, in early 2014. This is the first time that the airline has changed the livery in its 30 years of operation. The logo change has bought along a much needed image revamp for the Chinese airline.
The airline has kept the ‘swallow’ as the core element of the logo, alongside the red and blue colors. But unlike the ‘circle-logo’ style from the 80s, the new design has a sleek and modern appearance to it. The swallow’s red head and wings stand for ‘sunrise in the east’, which symbolizes hope, excellence and passion. The blue-colored bird tail means ‘be tolerant to diversity’ and this is used to represent the carrier’s various, inclusive and logical services. China Eastern’s letters, C and E, are also visible in the flying swallow.
The company kept the swallow as the logo, because it is believed the bird can bring good fortune. The swallow traditionally leaves in autumn and comes back in spring, bringing hope and luck with it.
The new logo has been painted on the airline’s first B777-300ER (pictured below). This aircraft will be delivered to the airline in time for the festive October holiday (first week of October is a national holiday in China).
While the livery appears to be very simple, boring and somewhat disappointing (the aircraft is all white except the airline titles and the tailfin logo), it is not really surprising because this new trend has been followed by many of the world’s airlines, including Air France, Lufthansa and American Airlines. This design was chosen from a total of 56 final logos submitted by a number of top brand consultancies. The airline plans to have all its aircraft kitted out with the new design by the end of 2019.
Four B777-300ER aircraft will be delivered within this year, and starting from November, the new aircraft will serve the Shanghai - Los Angeles and Shanghai - New York route. By 2018, the airline plans to have a total of 20 B777-300ER aircraft in its fleet.
As well as the logo and livery on the aircraft, China Eastern Airlines also unveiled a new uniform for its cabin crew, pilots and all the ground staff based around the world.
(Special thanks to China Eastern Airlines and Zhengbang)
About Airline PR
This is a special section on Airline Branding, and Airline Public Relations written by me on all the flights I have been fortunate enough to have been on. These are not records taken from somewhere else, but are actual flights I have been on. Most of the flight trips are officially sponsored by the airline companies in order to promote their certain routes, and aircraft. Airline promotion and PR related work in the aviation industry is one of my expertise.
Watch exclusive videos below taken in the cockpit of a Boeing 777-300ER in-flight over Chinese Airspace.
Special thanks goes to
B777-300ER Cockpit Video 1
B777-300ER Cockpit Video 2
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