HK Express rolls out refreshed brand identity

Business | 7 Mar 2019 8:15 pm

Low-cost carrier HK Express has unveiled today a refreshed brand identity that stretches across its tagline, website, mobile app and key visuals.

Since its debut in 2013, HK Express has chartered its own path as the city’s only low-cost carrier, introducing new routes for travelers.

The carrier offers the only direct services from Hong Kong to Nha Trang, Nagasaki and the recently announced Miyako (Shimojishima).

The brand refresh starts with a new tagline: "Your Move,” inviting flyers to break from the monotony of the daily grind and plan an unforgettable adventure with HK Express.

Across all channels, the airline’s updated visual identity improves communication through icons and clean illustrations. For instance, HK Express will showcase moments, landscapes and people with emotive photography, while expressing its brand identity with bespoke illustrations in signature shades of deep purple and cherry red.

In addition, a new "Swift Bar” will be a fundamental visual element with myriad applications – a simple button, call-to-action, content bar or interactive digital tool.

On the airline’s revamped website, which has a new look and feel, the Swift Bar will act as an easy-to-use search interface, helping travelers quickly find inspiration and resources.

Jonathan Hutt, Commercial Director of HK Express. "Our updated brand concept reflects the adventurous, as well as spontaneous spirit of the airline.”

This month, HK Express has another milestone to celebrate: since its inception, the low-cost carrier has flown over 15 million passengers.

To share the joy with its valued guests, HK Express is offering HK$115 and upwards one-way fares to its destinations. The sales period will run from today to March 10, with travel period from March 14 July 6 2019. Prices do not include taxes, fuel surcharges and other government-imposed taxes and fees.

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