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New wordmark encapsulates the fundamental brand proposition

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LogoWatch Those rebranding madness fans among you who enjoyed the recent outbreak at Virgin Galactic are in for a treat today, courtesy of Oasis Hong Kong Airlines. Thanks very much to reader Ian Atkin for pointing us in the direction of this complete cobblers:

That Oasis Hong Kong logo in fullEvery element of the Oasis Hong Kong Airlines identity has been crafted to convey our simple, powerful message: affordable, global mobility, provided by an airline whose home is one of the world's most dynamic cities.

Our logo is a wordmark that neatly links “Oasis” with “Hong Kong” to communicate our name, the type of brand experience we offer and our home.

The typeface, a modified version of Mondial, encapsulates the fundamental brand proposition: safety and comfort with unprecedented value. The stylized i of OASiS represents the essence of both our company and Hong Kong: international, innovative and inspired.

Our primary colours are red and white, the colours of the Hong Kong flag. "HONG KONG" is in medium grey, a colour that conveys our commitment to reliability and the professionalism of our experienced staff.

The bright tail fins of the Oasis Hong Kong Airlines aircraft feature our brand signature: bold streaks of light in red, orange and white. They are an instantly recognizable reference to ever-dynamic, diverse Hong Kong. They also communicate what we provide, i.e., the ability to fly non-stop instead of having to transit at an intermediate point.

The energy of our brand identity extends to the aircraft cabin interiors, where the theme is "refreshing and cosmopolitan". colours are warm, inviting shades of purple, magenta and orange for the seat covers and aubergine for the carpeting. Our specially-designed seat cover pattern is called "infinite oasis," and features an ever-continuing flow of dots that represents the joy of mobility and discovery.

Brilliant. A round of applause to the Strategy Boutique which managed to get "fundamental brand proposition" and "infinite oasis" in there without being ejected by security from the Oasis Hong Kong offices with their joss-sticks firmly shoved where the sun don't shine. ®

Bootnote

For more Powerpoint and whalesong-driven nonsense, try the Strategy Boutique skech on our new Radio RTFM broadcast.

More rebranding madness

UK charity has minor attack of rebranding madness (3 November 2006)
Virgin Galactic goes Starck raving bonkers (15 September 2006)
NZ power company decimated by rebranding madness (5 September 2006)
MasterCard succumbs to rebranding madness (6 July 2006)
Strategy Boutiques invade Japan (9 July 2004)
Capgemini succumbs to rebranding madness (13 May 2004)
NZ army reels under rebranding frontal assault (21 January 2004)
Taiwan hit by sudden outbreak of rebranding madness (20 January 2004)
Terrifying outbreak of rebranding madness in France (20 June 2003)
Whalesong-driven rebranding madness spreads to Spain (18 June 2003)
Rebranding kiss of death strikes Deloitte Consulting (7 April 2003)
Braxton logo springs into the light (10 March 2003)
Deloitte Consulting fires up the whalesong and joss sticks (10 March 2003)
3: a LogoWatch special (9 October 2002)
LogoWatch The future's bright – the future's purple (20 August 2001)
LogoWatch MySQL swims with the dolphins (1 August 2001)
LogoWatch Sema rebranding ends in tears (7 June 2001)
LogoWatch Zarlink trumpets imperial pretentions (1 June 2001)
LogoWatch With this ring, I thee sack (8 May 2001)
LogoWatch Telco punts for pink pound (1 May 2001)
LogoWatch VIA rises from eastern mountain (17 April 2001)
LogoWatch Sema aflame with vital energy (12 March 2001)

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