Comfort & Ambience

Apex-7.2-Social Media_Leather

Leather’s Double Duty: In-Flight Luxury (And Utility)

APEX Insight: On the one side, leather is luxurious. On the other, it’s utilitarian. Many airlines see cowhide as the natural choice of material in first-class and premium seating. But despite being synonymous with high-living, leather is also an economical and… Read more

Brand Anew: Southwest’s Heartfelt Redesign

APEX Insight: Every airline logo tells a story. Deciphering its narrative is key to relaunching the brand. In this section of the multipart feature, we look at how Southwest transplants a universal symbol into the core of its brand. The line… Read more

Brand Anew: Cathay Pacific’s Stroke of Genius

APEX Insight: Every airline logo tells a story. Deciphering its narrative is key to relaunching the brand. In this section of the multipart feature, we look at how Cathay Pacific lent its brushwing logo to Dragonair to deepen the airlines’ familial… Read more

Brand Anew: Qantas’ Leaping Logos

APEX Insight: Every airline logo tells a story. Deciphering its narrative is key to relaunching the brand. In this section of the multipart feature, we look at how Qantas’ Flying Roo logo gets a slight modification with every landmark aircraft… Read more