PriestmanGoode today unveiled a new brand identity for Hainan Airlines (HNA) that will cover the Chinese carrier’s end-to-end travel experience, including aircraft interiors, aircraft livery and ground services.
The London-based design studio said the two-year project involved its branding team developing a new logo, brand font and a redesigned HNA brandmark.
PriestmanGoode said the new Dream Feather concept is inspired by the richness of Chinese culture and HNA’s distinct brand elements. The studio said the design features a Garuda bird feather that references both the brand and the idea of flight.
“The shape of a feather has a beautiful, flowing movement within it, and can be abstracted to create simplified shapes that we have applied to every element of the cabin, as well as throughout the ground services,” said PriestmanGoode in a statement.
The new HNA brandmark can be applied to graphic items such as tickets and luggage tags, meal items, menus, wayfinding and digital screens. The branding team also worked with PriestmanGoode’s Color Materials and Finish department to design patterns and select colors for each cabin class and for use on products and service items.
The new branding will see the introduction of a new cabin environment “encompassing everything from entrance areas to aircraft seats, curtains, lavatories and beyond.” The seat fabrics in every class feature a linear ribbon motif running horizontally across the seats. “Metallic yarns running throughout the fabric catch the light and sparkle under cabin lighting, adding a sense of quality and luxury to the interiors,” PriestmanGoode said.
The new branding will also see the introduction of new cabin lighting scenarios that allow crew to tailor the light depending on the time of day. PriestmanGoode also designed service items including sleepwear, meal items and ergonomically designed glassware.
“We looked at how light changes in the natural environment, around sunset and dawn, and interpreted this into a lighting scenario to enhance the passenger journey.” – PriestmanGoode
“We looked at how light changes in the natural environment, around sunset and dawn, and interpreted this into a lighting scenario to enhance the passenger journey. As a result, one of our lighting schemes gently takes passengers from a warm, golden tone at dinner, and gradually moves through shades of pinks and purples to deeper blues for night time,” explained PriestmanGoode.
The Dream Feather concept will also be visible at check-in areas in airports with colors and materials that reflect the experience on board HNA’s aircraft.