引言
Landor&Fitch为HK Express（香港快运，国泰航空集团旗下的香港本土航空公司）进行了最新的品牌转型，将香港快运从传统的航空公司单品类向“生活方式”品牌转型。在品牌定位、品牌识别与品牌声音的焕然一新中，香港快运通过“去生活吧！”（Gotta go live）的核心理念，鼓励旅行者踏上他们最伟大的旅程，解锁自己的旅游欲望，活出自己的生活方式。
Setting out to reach new heights.
Our latest brand transformation work with HK Express, Hong Kong’s home airline owned by Cathay Pacific Group, reflects the airline’s transition into the lifestyle category. Through its core brand idea: 'Gotta go live’ under a refreshed positioning, identity and voice, the airline aims to empower people to live life on their own terms, inspire travelers to go on their greatest journeys and unlock wanderlust in each and every individual.
项目介绍
香港低成本航空公司香港快运（HK Express）公布了新的企业形象和品牌定位——“随心游历”（Gotta Go），也公布了焕然一新的品牌资产，其中包括网站、移动应用程序、关键视觉效果、制服和飞机涂装。
Hong Kong’s low-cost carrier HK Express has unveiled its new corporate identity and brand positioning namely “Gotta Go”, together with a series of refreshed brand assets across its website, mobile apps, key visuals, uniforms, and aircraft livery.
同时，香港快运承诺将在2023年第一季度末之前恢复到疫情前的运营水平——即每周有超过400个航班。他们认为，当亚洲消费者抓住再次旅行的机会时，将是香港快运重塑品牌的最佳时机。
This comes as the airline commits to returning operations to pre-pandemic levels by the end of the first quarter of 2023 with more than 400 flights per week, and HK Express sees this as an optimal moment to rebrand as consumers in Asia seize the opportunity to travel again.
新·理念
新的品牌定位“随心游历”，旨在鼓励消费者的自发性，并唤起一种新的、自由奔放的旅行态度，吸引他们大胆、充满活力和活在当下的目标消费者。
The new brand positioning, “Gotta Go”, aims to encourage spontaneity, and invoke a new, free-spirited travel attitude, appealing to the airline’s target customer who is bold, dynamic and lives in the moment.
香港快运首席执行官Mandy Ng说：“自疫情爆发已经三年了。香港快运与旅行者们一样，对旅行有了新的看法。我们焕然一新的品牌概念反映了我们对探险的热情，以及帮助志同道合的旅行者以自己的方式探索世界的意愿。”
“Three years have passed since the start of the pandemic. Just as travellers have gained new perspectives on travel, so has HK Express. Our refreshed brand concept reflects our zest for adventure and readiness to help like-minded travellers to explore the world on their own terms,” said HK Express CEO Mandy Ng.
他补充道：“我同样自豪地看到，通过推出我们的新制服，香港快运在塑造一个更可持续、更具包容性的工作场所方面处于领先地位。我迫不及待地想看看这些创新性的制服如何让我们的团队在地面和天空中更好地服务我们的消费者。”
“I’m equally proud to see HK Express leading the way in shaping a more sustainable and inclusive workplace through the launch of our new uniforms. I can’t wait to see how these bold new uniforms empower our team to delight our customers on the ground and in the skies,” Ng added.
新·设计
这家航空公司改进的视觉形象通过直接和简单的设计增强了所有营销渠道中的沟通，例如使用了简单的图标和图形。整体品牌形象用新标识表示，该标识由旅游符号和更新的文字标记组成。
Across all marketing channels, the airline’s revamped visual identity enhances communication through direct and simple designs. For instance, simple icons and graphics are used. Overall brand identity is expressed with a new logo, composed of a journey symbol and updated wordmark.
这个符号看起来像一个定制的紫色小写字母“e”，象征着一段旅程的开始。它以一段青色结束，代表了香港快运为每位消费者带来新鲜、新颖的个性化旅程与体验。引发消费者看到通知弹出时的兴奋感的共鸣，传达出“即便他们要飞回熟悉的地方，也总会有新的东西值得期待”的理念。
The symbol, which looks like a small letter “e” in bespoke shades of purple, symbolises the start of a journey. It ends with a new cyan, representing the freshness and novelty of the personalised journeys and experiences HK Express brings to each customer. Resonating the simple excitement of seeing a notification pop up, there’s always something new for customers to look forward to, even if they’re flying back to familiar places.
连同他们新企业标识、品牌定位和关键视觉效果，香港快运推出一套新的乘务员制服，这些制服能够体现出这个品牌的活力、自发性和多样性。新制服由香港可持续时装设计师Mountain Yam设计，可以为女乘务员提供裤子，并根据所有乘务员自己的个性，为他们提供不同搭配的服装。
Together with its new logo, brand positioning and key visuals, HK Express is introducing a new set of cabin crew uniforms which embodies the brand’s dynamism, spontaneity, and diversity. Designed by Hong Kong’s sustainable fashion designer, Mountain Yam, the new uniforms include an option with trousers for female cabin crew, together with a mix and match of different apparel for all cabin crew based on their personality.
制服鞋也被运动鞋所取代。这是从传统固化的形象到突出自我表达和创造力的象征性转变。其他设计上的突破包括升级改造以期的制服，将剩余的面料用于制作泰迪熊，从而让旧制服焕发新的生机。
Dress shoes have also been replaced with sneakers – a symbolic shift from conventional rigidness to self-expression and creativity. Other design breakthroughs include upcycled materials from previous uniforms, while leftover fabrics will be used to create upcycled teddy bears, bringing new life to old uniforms.
在评论这次合作时，Yam说：“我想打破传统航空公司制服的刻板印象，在新的制服系列中注入创新性。基于香港快运独特的定位和服务，这一系列的休闲服装为机组人员提供了表达自己独特个性的机会，也反映出香港重新焕发的活力和乐观情绪。”
Commenting on the collaboration, Yam said: “I wanted to break the cliches and stereotypes of classic airline uniforms and infuse innovation into the new uniform collection. Given the unique positioning and service offering of HK Express, this series of smart casual clothing with options for cabin crew to express their unique personality reflects Hong Kong’s renewed vibrancy and optimism.”
这次转变也延伸到飞机新的涂装上，它以紫色和白色的标志性色调为特色，并点缀着新的青色。在机翼、垂直稳定器和机身底部的“e”形符号，能够让乘客联想出即将与香港快运一起开启一段愉快的旅程的画面。
The revamped campaign also extends to new aircraft livery, featuring the iconic shades of purple and white, and embellished with the new cyan. The “e” shaped journey symbol on winglets, vertical stabiliser and the bottom of the fuselage evokes the start of a pleasant journey with HK Express.
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