HK Express Logo PNG
The HK Express logo symbolizes an effortless journey to diverse destinations like the bustling streets of Tokyo, the serene temples of Cambodia, or the relaxing beaches of Thailand. Like how you can find affordable and delicious food in Hong Kong’s many stalls, HK Express offers accessible and economical flying options throughout Asia, making travel easy and cost-effective.
HK Express: Brand overview
In 2004, the story of HK Express began with the establishment of CR Airways by Hong Kong businessman Robert Yip. The airline initially operated as a small regional carrier, serving nearby countries.
In 2006, CR Airways underwent a significant transformation when Hong Kong Express Airways Limited, a subsidiary of HNA Group, acquired a majority stake in the company. This led to a name change to Hong Kong Express Airways, laying the groundwork for the modern brand. The acquisition provided access to additional resources and expertise from HNA Group, a major aviation conglomerate in China.
From 2007 to 2012, the airline functioned as a traditional airline, offering regular flights to various Asian destinations with a diverse fleet that included Boeing 737 and Embraer E-170 aircraft. Despite expanding its routes, it faced financial challenges due to market competition.
In response, in 2013, the management decided to reposition the airline as a low-cost carrier to meet the region’s rising demand for affordable air travel.
On October 26, 2013, the company officially launched as a low-cost airline with initial flights to Phuket, Penang, Tokyo-Haneda, Osaka, and Seoul. This shift marked a new chapter for the airline and the budget travel market in Hong Kong. Over the following years, it expanded its route network, upgraded its fleet to focus on Airbus A320 family aircraft, and introduced a loyalty program named “reward-U” to attract and retain customers.
2016, the company achieved a milestone by flying its five millionth passenger and introducing the first Airbus A320neo in Hong Kong. The airline continued to grow in 2017 by adding new routes, including flights to Guam and Saipan, and strengthening its presence in the Japanese market. Despite operational challenges in 2018, including flight cancellations and regulatory issues, it remained committed to enhancing its services and network.
In 2019, Cathay Pacific acquired the brand for HK$4.93 billion, with the deal finalized on July 19, 2019. Despite the change in ownership, it continued to operate independently as a low-cost carrier under the Cathay Pacific Group.
Meaning and History
What is HK Express?
It is a Hong Kong-based budget airline operating regional flights across Asia. Known for its budget fares, the airline provides affordable and efficient air travel to popular destinations in Japan, South Korea, Taiwan, Thailand, and other parts of Asia. The airline’s fleet consists of Airbus A320 family aircraft. The company is a low-cost carrier serving leisure and business travelers looking for economical flight options.
2008 – 2013
From 2008 to 2013, HK Express underwent significant brand updates, notably by introducing a new logo. This logo features the head of a zuvu, a mythical Chinese creature resembling a tiger known for its ability to cover vast distances in a single day. The zuvu’s unique trait was a decisive factor in its selection as the airline’s mascot, highlighting the company’s capability for quick and extensive transportation.
Adjacent to the zuvu image is a red streak representing the powerful swing of its tail, which is several times longer than its body. This design element symbolizes the airline’s speed, endurance, and strength, emphasizing its ability to swiftly and efficiently transport passengers and cargo.
The logo’s design incorporates a three-tier inscription reflecting the airline’s three-class service system and a broad range of additional services. The name of the city where the airline is based and operates, Hong Kong, along with the Chinese name of the company, are highlighted in red, drawing special attention and emphasizing the brand’s local roots. In the center, the main brand name ‘Express’ is displayed in large gold letters, underscoring the speed and efficiency of the company’s services. Combining the word ‘Express’ with the zuvu image strengthens the association with the speed and power that are key attributes of HK Express.
2013 – 2023
In 2013, as part of its transformation into a low-cost carrier, HK Express revamped its logo to be more succinct, embodying its new emphasis on simplicity, affordability, and modernity. The revised logo communicates the airline’s commitment to straightforward and economical travel solutions, paired with a modern approach to air transportation.
The logo features letters in purple, a color selected for its futuristic feel. The letters are used at various lengths to signify long-haul flights. This design emphasizes the opportunity for passengers to opt out of certain services to reduce costs further, a significant advantage the low-cost airline offers.
The company’s name is displayed in red lowercase letters at the top of the logo, visually underscoring its accessibility and low flight costs. This design strategy draws attention to the brand and symbolically represents air travel, where the company offers its customers the most competitive rates.
2023 – today
The HK Express logo features a large purple “e” in a loop, symbolizing the company’s readiness for air travel. A small blue rectangle at the end of the letter adds a decorative touch. The inscription “HK express” uses two different fonts. The “HK” part resembles the Latinotype’s Blanc Regular, while “express” has smooth curves, with the “e” and “x” merging into a unique shape.
The looped “e” suggests the company’s flexibility and adaptability. The merging letters emphasize the express nature of the services. The blue rectangle hints at the sky, reinforcing the aviation theme.
The purple “e” adds a creative and modern touch. The dual-font approach in “HK Express” shows the company’s attention to detail and quality. The letters’ smooth curves convey fluidity and ease, aligning with the airline’s goal of providing a seamless travel experience.
The blue rectangle at the end of the looped “e” draws attention and balances the design. This element subtly ties the logo to aviation, creating a cohesive visual representation.