Having had the same look for 13 years Dragonair felt it was timely to update its uniform, offering staff and customers a refreshing new look that is more aligned with its current corporate image and brand positioning.
A launch event was held this week hosted by Dragonair Chairman John Slosar and Chief Executive Officer Patrick Yeung, with the uniform’s designer, Mr Eddie Lau, also present.
Mr Yeung said: “As one of the world’s leading regional airlines, we constantly look for ways to enhance our products and services, and to expand our network and increase the choice we offer to our customers. We also invest a great deal of effort in strengthening our brand and boosting our corporate image.
The design of the new uniform puts a strong focus on the individuality and uniqueness of Dragonair’s service offering throughout the entire passenger journey, both on the ground and in the air. At the same time, it harmonises closely with the overall image of the Cathay Pacific Group.
The red and black colour tones of the female collection echo Dragonair’s brand image, with red representing youth and vitality, while the black element helps to project a classy, elegant and professional corporate image. The olive colour jacket and vest of the male uniform offer a fresh new outlook, while the design of the white shirt varies according to seniority.
Dragonair’s signature “dragon” logo is integrated into different parts of the new design logo in a wave movement.
Staff and passengers were also involved throughout the 18-month uniform development process. A series of staff surveys, consultations, prototype presentations, a wearer trial and focus groups with Marco Polo Club members were conducted to collect a wide variety of views and opinions before the design of the new uniform was finalised.
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