News
New branding: ZIP and HK Express
March 22nd 2019
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There is new LCC branding in the region. ZIPAIR Tokyo is the wholly-owned medium/long-haul LCC/hybrid airline of Japan Airlines. It launches next year with 787-8s to Bangkok and Seoul Incheon, with later expansion to Europe and the US West Coast.
The airline explains “Zip” is to imply “how fast time can pass when traveling on a unique airline” as well as travelling to various ZIP (or postal) codes.
The logo has the wordmark in a basic Roman typeface accompanied by a space underlined in green that the airline calls “Infinite Blank” and which “encapsulates the attitude to infinitely pursue services that meets[sic] the needs of customers”. Colours are “Harmony Gray” and “Trust Green”. Gray is supposed to give “a feeling of balance and satisfaction with the cost of services provided, while green provides a sense of safety”. JAL is associated with red while All Nippon Airways is associated with blue. The logo was developed by Tokyo-based Six Inc.
Zip has not debuted its livery while HK Express is adjusting some brand elements but retaining its livery designed by Tokyo-based LIFT. “The livery is quite well-liked,” HK Express CCO Jonathan Hutt says. He explains the refresh is to help the airline “remain relevant” with its quick-paced market. “People get tired,” Hutt says. “With familiarity, people can overlook you. Our market is brand-conscious.”
Also factors in the refresh were to make the airline more sophisticated in a bid to improve yields and move away from any lingering negative perception over a series of cancellations in 2017.
The refresh is anchored around being mobile-centric, such as the swipe unlock bar on the iPhone. This reflects the LCC’s customer base: approximately 70% of HK Express web visits are on mobile web or a phone app. Branding work was done by Saffron, which also branded Vueling and most recently re-branded Gulf Air.
HK Express is improving its digital platform with point of purchase optimisation and software from Fusion and Boxever.
The re-fresh had been in the works before owner HNA significantly re-structured and Cathay Pacific later disclosed it was in talks to acquire HK Express. The branding project was done because “we need to re-assert who we are”. That may change with different ownership. What is next for the airline is perhaps encapsulated in its new strapline, coined before takeover talks: “Your Move”.
