HK Express unveils new corporate identity

On 11 January 2023, HK Express unveiled its new corporate identity and slogan "Gotta Go". The Cathay Pacific-subsidiary has decided that the lifting of the Covid-restrictions was a good moment to relaunch the airline as people start travelling again.

Part of the new corporate identity is a new font, typeface, website, crew uniforms and a new livery. The purple in use today remains but the iconic Hong Kong skyline will be replaced by large HKexpress-titles and a stylished "e" on the tail. The logo will also be applied to the winglets as well as the bottom of the aircraft.

The first aircraft that will wear the new livery will be a newly built Airbus A321neo, which is scheduled to be delivered in the first half of this year. The airline has a total of sixteen A321neos on order.

Today, HK Express-fleet consists of five A320s, ten A320neos, and eleven A321s.

HK Express was founded as Hong Kong Express Airways in 2004 and launched flights with Embraers ERJ170s in 2005. A year later, in August 2006, the airline was acquired by the HNA Group from China, which fueled the airline's expansion. In 2013, the airline remodeled itself as a low-cost carrier and adopted the HK Express-brand. In 2019, the Cathay Pacific Group reached an agreement with the HNA Group to acquire HK Express as the HNA Group was in severe financial difficulties.

Illustration by HK Express.