To better reflect Xiamen Air’s DNA in its visual identity and to increase the brand awareness and its competitiveness, the goal is thus, to define a clearer brand image with a distinctive personality as the result of becoming the best commercial operator in the industry.

Brand & Visual Identity
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The design of the new logo is built with better typography based on the elements of the previous one by giving a brand new international image and positioning for Xiamen Air with a contemporary look. As the brand’s flying heron imagery is familiar to consumers, it is conceptualised and optimised with the wing transforming into a tail of an aircraft by adding an uplifting spirit and modernity. The new logo is no longer a halo but symbolises a breakthrough from the past, heading straight to the future.

Total branding design
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The heron logo is applied in its entirety on the tail of the aircraft for an air of gravitas. Streamline strokes on the aircraft body represent aerodynamics and the action of flying high. The use of different blue tones symbolise the various parts of the organisation coming together and flying towards the same direction together.

  • Client Xiamen Airline
  • Category Corporate Identity/Brand & Visual Identity/Total branding design/
  • Industry Government and institution/