Eight’s work included an audit of the global system, development of a system hierarchy, and the industrial and graphic design concepts.
“We worked closely with Cathay Pacific’s Airports team, Brand team and production partner to streamline and align signage across all its destinations,” explains Jonathan Magee, Group Account Director at Eight. “Our goal was to create more clarity in the customer experience so that whether you are at the airport in Hong Kong, London or Colombo, there’s a consistent and clear visual language to guide you on your journey.”
The signage and way finding system now consists of four core elements: beacons, totems, stanchion toppers and electronic displays. Particular aspects of the graphic design include: the use of the brush wing icon in lieu of full word mark where possible and reduction of frames around the various types of signage to give a cleaner, full-bleed display which has a stronger visual impact. In addition, the functional elements of the signage, such as the concealment of caster wheels, to provide a streamlined look, without compromising structural integrity.
“For our passengers, the airport signage and way finding system is often their first physical interaction with Cathay Pacific and it was important to us that it reflect the design principles that shape our brand,” says Charlotte Lim, Customer Experience Manager Airports at Cathay Pacific. “We wanted to make it even easier for them to find their way around unfamiliar airports through a consistent and strong visual design.”
The system has been designed in anticipation of the Cathay Dragon brand launch later this year, and will create a seamless experience for travelers with the use of shared signage system.