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access to the wider world,
but it has also provided
travelers from around the
world greater access to the
Philippines. “When visitors
come to the Philippines, it’s
helpful for them to see such
a vast menu of options for
where to go, options that
the airline makes possible for
them,” says Candice. “Cebu
Pacific has made the world
smaller for Filipinos, and has
made the Philippines bigger
for all who come to visit.”
To drive home the point
of this new positioning as
a global Filipino airline,
the company enlisted the
services of Bonsey Design,
a Singapore-based brand
consultancy with offices in
Manila, Jakarta and Kuala
Lumpur.
“The airline has grown up,
so to speak,” says Jonathan
Bonsey, creative and
managing director of Bonsey
Design. “The fleet has grown,
new and modern aircraft
have been added to the fleet,
and the international network
is extensive. The challenge
was: how do we present this
new bigger and better airline,
Cebu Pacific 2.0?”
The first order of business
was to give the logo a more
contemporary and dynamic
feel while communicating the
idea of the airline as a kind of
ambassador for the country
on the world stage. The
eagle now looks “friendlier
and more approachable” but
it’s also sleeker, conveying a
greater sense of purpose and
energy.
“When you think of the
Philippines, you think of
the blue sea and sky, and
lush green islands,” explains
Jonathan. “So all these
colors of the country are
reflected on the brand. And
then there’s sunshine yellow.
By and large, Cebu Pacific
is a yellow airline — when
you step into the airport for
your Cebu Pacific flight, it’s the
color you look for — so while
it’s not in the logo itself, it will
frame most of the airline’s visual
communications.”
The rebranding exercise
is expected to roll out in
phases over the next year —
encompassing everything from
crew uniforms to aircraft livery
— and will extend into systems
to greatly improve the traveler
experience. Now you can look
forward to more from your
favorite airline, and to more of
the Philippines.
Behind
the scenes
@
MORE ON CEBU PACIFIC
FOR UPDATES
ON THE AIRLINE, TURN TO PAGE 157.
Candice
from CEB
HQ
