Brand Corporate Identity

Khan Saif / 0367438

Brand Corporate Identity / Bachelor's Design in Creative Media / Taylor'

Tables of Content:

1. Lectures

2. Instructions

3. Task 1; Breaking Brand

4. Task 2: Logo Research / Logo Development

5. Task 3: Logo Positioning & Identity

6. Task 4: Brand Guideline

LECTURES:

1. INTRODUCTION

Brand Corporate Identity is an integral part of graphic design discipline as it focuses on the visual integrity of a brand. 

There are 4 projects in total, all submitted via portfolio:

1. Breaking Brand (Case Study)

2. Logo Research / Development

3. Logo Positioning / Identity

4. Brand Guideline

Focus on the feedback, not the grades. When you interview at a design agency, they don't care about academic record, what they care about is the work you have created.

2. BRAND

INSTRUCTIONS:

TASK 1: BREAKING BRAND

Select an existing brand, preferably a large brand that has a regional or international presence for the purpose of analysis with the outline provided:

For this assignment, I chose to research the brand Cathay Pacific.

A. BRAND PROFILE

1. Description

1.1 Summary Description

Cathay Pacific is an international flagship airline company based in Hong Kong.

1.2 Target Market/Audience

Cathay attracts business travelers and international travelers outside of its home country alike.

1.3 The Offer

Sells flight tickets with flight consist of attentive service quality,of luxurious and comfortable cabins and even innovative facilities surrounding the flights’ seats, most notably a TV include programmes such as TV shows, movies, video games etc. attached to the seat.

1.4 Specific Benefits

Cathay offers loyal programs that include online booking bonuses, hotel discounts and family companion fare as numerous discount offers for their audience.

2. Brand Value

As Cathay evolved from an ordinary airline to a premium lifestyle and travel brand, so do technology, and thus benefiting the company, the retail and the customers.

2.1 Retailer's Perspective

Cathay developed the loyalty program that integrated with hundreds of retail partners and a digital retail expansion with its mobile app, further advertising its values on e-commerce platforms and giving opportunities to third party sellers.

2.2 Customer's Perspective

Cathay’s loyalty program and digital retail expansion also benefit customers alike, as tailored offers and its loyalty outside flight changes the customers’ perspective on Cathay as a smart, digital-first brand that understands the customers preference.

3. Brand Positioning

3.1 Why This Brand & Not Competition

Due to its historical global phenomenon, Cathay has a huge cultural familiarity, with its fluent communication involving mostly Cantonese, Mandarin and especially English. Its renowned cabin crew and consistent service quality has gained Cathay the reputation of their premium service & quality.

3.2 How it positions itself towards the target market

Cathay’s global reputation and long haul airlines is what positions itself towards the target market.

3.3 Who are the Competition

Some Asian airlines are competing Cathay’s premium full service and global network such as Singapore Airlines, Malaysia Airlines and British Airlines.

4. Unique Selling Proposition (USP)

Cathay Pacific centers a world-class, premium travel experience, seamless global connectivity, and a commitment to safety, sustainability, and customer loyalty—making it the preferred choice for discerning international travelers, especially in the Asia-Pacific region.

B. EXPANDED BRAND PROFILE

1. Description

1.1 Founder 

Cathay Pacific was founded by Sydney de Kantzow and Roy C. Farrell on 24th September, 1946.Ronald Lam is the current CEO of Cathay as of January 2023.

1.2 Location

Its headquarters was based in Shanghai, China, eventually moved to Hong Kong and established Cathay as an airline company. As of June 2023, Cathay Pacific serves 81 destinations including

seasonal and cargo services, in 29 countries across Asia, Europe, North America and Oceania. Cathay Pacific City (Its headquarters) is located on Lantau Island.

1.3 Logo/Logo evolution

2. Benefits

Employee’s Benefits:

Cathay offers employees heavily discounted flights, car hire, transportation, hotels and tours etc.

They also have a dedicated learning academy offer a wide range of development opportunities and diverse career paths.

Geographic Benefits: Geographically, Hong Kong runs daily bus services from Hong Kong Island, Kowloon and New Territories to Lantau Island, which is where the headquarters take place.

3. Target Market/Audience 

3.1 Geographic Segmentation

3.2 Demographic Segmentation

Gender distribution gap between female 51% and male 49%. Largest age group of visitors is between 25-34.

3.3 Psychographic Segmentation

Cathay Pacific primarily targets middle-upper and upper social classes and consumers often aspire for higher living standards and are not hesitant to try new things, given their target audience are

business travelers and leisure travelers.

3.4 Behavioural Segmentation

Cathay Pacific’s customers are primarily seek for their luxurious retail, convenience, loyalty rewards and comfort. Cathay Pacific’s customers are often frequent flyers, business travelers and last minute flyers.

4. Competitive Differentiation

Strategic Partnership:

As of 2024, Cathay’s major shareholders are Swire Pacific (45%), Air China (30%) and Qatar Airways (9.9%), as of 2024.

Extensive Network:

With a comprehensive network of destinations, Cathay Pacific offers connectivity to major cities worldwide.

Strong Presence in Retails:

Cathay also has a strong retails and merchandising department that not many airlines take advantage of.

5. Pricing

Value-Based Pricing:

Cathay have variable pricing depending which cabins that suits the customers’ financial background:

First class and Business class have premium pricing.

Economy class is targeted for middle income customers.

Dynamic Pricing:

Cathay also uses algorithms to adjust ticket fares based on demand, booking time and seats availability.

6. Distribution

Direct:

Selling tickets through physical and online check-in services, such as websites, mobile apps, airport offices/counters, and reservation hotlines.

Indirect:

Third party platforms such as travel agencies and global distribution platforms (GDP) to sell its flights and services such as Amadeus (For Europe) and Sabre (For America).

7. Brand's Positioning Statement

Thoughtful - Respect and care for everyone.

Progressive - Uses Technology to make customers’ journey easy and enjoyable.

Can-do Spirit - Inspires confidence and trust.

8. Brand's Voice

Move Beyond - To move forward in life through our ability to connect them to meaningful people, places and experiences.

FINAL SUBMISSION:

TASK 2A: LOGO RESEARCH

Collect 28 logos, and identify whether they're abstract or descriptive through graphical elements and their color schemes. Document them in Google Slides.

TASK 2B: LOGO DEVELOPMENT

Do sketches and mind maps for our logo brand. Then digitalise the most promising draft or concept through sketches in black and white. The submission requires:

1) Logo in Colors (Black & White, Black & White Reverse and colors)

2) Logo Space Rationalization & Clearspace

3) Logo with Straplines

4) Logo with Rationale

5) Logo Minimum Size

6) Brand Primary & Secondary Colors

7) Logo/Brand Typeface

8) Patterns derived from your Logo

9) Logo Animation (GIF)