Feeds

Airline grounded by rebranding madness

New wordmark encapsulates the fundamental brand proposition

  • alert
  • submit to reddit

Build a business case: developing custom apps

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)

Boost IT visibility and business value

More from The Register

next story
Yes, but what are your plans if a DRAGON attacks?
Local UK gov outs most ridiculous FoI requests...
Cops baffled by riddle of CHICKEN who crossed ROAD
'Officers were unable to determine Chicken's intent'
Drunkards warned: If you can't walk in a straight line, don't shop online, you fool!
Put it away boys. Cover them up ladies. Your credit cards, we mean
Murder accused DIDN'T ask Siri 'how to hide my roommate'
US court hears of cached browser image - not actual request
Why your mum was WRONG about whiffy tattooed people
They're a future source of RENEWABLE ENERGY
Chomp that sausage: Brits just LOVE scoffing a Full Monty
Sales of traditional brekkie foods soar as hungry folk get their mitts greasy
Nuts to your poncey hipster coffees, I want a TESLA ELECTRO-CAFE
Examining the frothy disconnect in indie cafe culture
Ex-Apple man Sam Sung - for it is he - sticks namebadge on eBay
Stump up via tat bazaar, do a good thing for ill kids
Check your Clungene, Irish women warned
Have a quick shufti, you may not be pregnant after all
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
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.
Solving today's distributed Big Data backup challenges
Enable IT efficiency and allow a firm to access and reuse corporate information for competitive advantage, ultimately changing business outcomes.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.