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  • PICTURES: Hong Kong Express unveils new brand identity

PICTURES: Hong Kong Express unveils new brand identity

Hong Kong Express unveiled new livery on 21 January, and also said it will add new north Asia services.

The new livery and logo incorporate elements of Hong Kong’s Victoria Harbour and the city’s skyline, with ample use of violet and red. It replaces the existing red and gold colours associated with sister carrier Hong Kong Airlines, and its major shareholder HNA Group.

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Hong Kong Express

“The new logo and livery design will be rolled out across all of our branding towards the end of March,” says Hong Kong Express’ deputy chief executive Andrew Cowen. “We wanted to establish a new brand for HK Express to reflect and support the amazing transition that HK Express has undergone in the past year, and the fresh, youthful and dynamic sense that the new design inspires fits perfectly with our ethos as Hong Kong’s one-and-only low fare airline.”

On 30 March, Hong Kong Express will start a daily Hong Kong-Seoul Incheon service. By end of 2014, the low-cost carrier plans to add more than 12 new destinations to its network and expand its fleet size from five to 11 aircraft.

Flightglobal’s FlightMaps Analytics shows that Hong Kong Express will compete with carriers such as Asiana Airlines, Korean Air, Jeju Air and Jin Air on the Hong Kong-Seoul Incheon route.

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