Melo Villareal
Cebu Pacific reveals new logo
The nation’s foremost low-cost carrier Cebu Pacific is aggressively pursuing a retrofit of its branding in response to the new challenges of a global market. The new brand design reflects the company’s determination to become the country’s carrier of choice for international destinations.
Cebu Pacific New Logo
Cebu Pacific started out as an island-hopper, bringing guests to different domestic destinations in the Philippines. Today, it still does that, but it has expanded to the international stage, flying to 25 airports in 14 countries.
The carrier’s Vice President for Marketing & Distribution Candice Iyog reflects on this: “When Cebu Pacific started out nineteen years ago, we were just serving a domestic market. But today, we are talking about flying to international markets so there is a need to refresh the brand. “
The new design is certainly much more colorful than the original logo familiar to the Filipino domestic market that regularly flies Cebu Pacific. “The new brand is an evolution of the current brand. We still carry the eagle but it’s friendlier and more approachable,” Ms. Iyog explained. “We wanted to make sure that the brand captures that while it also represents the airline as a young, fun, dynamic, and energetic brand.” In other words, Cebu Pacific is still the same, but better.
The new colors in the logo and livery were inspired by the abundance of nature in the Philippines. “Because we are a Philippine carrier, we need to be able to have a brand that represents the colours of the country and when you talk about the Philippines, you think of beautiful beaches. You think of blue seas and bright sun. You talk about beautiful landscapes and islands,” said Iyog.
Cebu Pacific has already managed to edge out main competitor flagship Philippine Airlines, capturing 60% of the domestic market. With its plans for expansion well under way, Philippine Airlines will have to step up its game to keep its grip on the international market. Cebu Pacific is already doing very well with its service to Sydney, Australia, and it plans to go to Honolulu, Hawaii by the end of 2015.
Any plans that Philippine Airlines may have to do anything similar for its own branding is under close wraps. The flagship carrier is conservative compared to the more energetic style of its main competitor, and that is not necessarily a disadvantage. It remains to be seen if sedate and stable can trump exuberant and young when it comes to capturing the majority of the domestic and international market share.
Cebu Pacific CEO Lance Gokongwei makes no bones about their success so far. “We are now truly an international carrier, making the Philippines much more accessible to people throughout the globe and we’re very proud to be a representative of the Philippines.” He intends that the carrier will more strongly convey the message of travel, fun, and affordability to the global market, and make it the preferred carrier of choice in the country. “The Philippines represents our roots. It’s where we come from and it’s really such a jewel. It’s part of Cebu Pacific’s mission to make that jewel that much more available and accessible to the world.”
