Feeds

Airline grounded by rebranding madness

New wordmark encapsulates the fundamental brand proposition

  • alert
  • submit to reddit

The Power of One Infographic

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)

Seven Steps to Software Security

More from The Register

next story
Carlos: Slim your working week to just three days of toil
'Midas World' vision suggests you retire later, watch more tellie and buy more stuff
Motorist 'thought car had caught fire' as Adele track came on stereo
'FIRE' caption on dashboard prompts dunderheaded hard shoulder halt
Brit Rockall adventurer poised to quit islet
Occupation records broken, champagne corks popped
Accused! Yahoo! exec! SUES! her! accuser!, says! sex! harassment! never! happened!
Allegations were for 'financial gain', countersuit claims
Yahoo! Japan! launches! service! for! the! dead!
If you're reading this email, I am no longer alive
Plucky Rockall podule man back on (proper) dry land
Bold, barmy Brit adventurer Nick Hancock escapes North Atlantic islet
NSA man: 'Tell me about your Turkish connections'
Spooks ask Dabbsy to suggest a nice hotel with pool
Japanese artist cuffed for disseminating 3D ladyparts files
Printable genitalia fall foul of 'obscene material' laws
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.