When you want to embody a loved and iconic brand like Cathay Pacific, you have to cherish the legacy and the vision of the brand. The “Song of Cathay”, the Cathay sonic identity we have created, inspired by Hong Kong’s vibrancy, celebrates travel and hospitality, enriches the beauty and excellence of the brand patrimony. Integrated into lounges, flights, and customer service, it deepens emotional connections with passengers.
Cathay Pacific carries the soul of Hong Kong while spanning continents — an airline as meticulous as it is ambitious. Every touchpoint reflects a deep commitment to quality, where nothing is left to chance, not even sound.
As Cathay enters a bold new chapter, the challenge was clear: craft a sonic identity that honors its heritage, resonates across Asia and the world, and sounds like a brand moving forward with optimism and a true can-do spirit.
We developed the Cathay sonic identity, titled ‘Song of Cathay’ or 〈國泰躍韻〉. More than just music, it’s an ode to travel—a rhythmic journey inspired by the vibrancy of Hong Kong and the brand’s rich heritage.
Song of Cathay is a journey-like musical composition that tells the brand’s story and ambition to move people emotionally and forward.
The sonic identity we created captures the brand’s Move Beyond spirit, celebrating the brand’s love of travel and exuding a warm sense of hospitality. A very subtle piano narrative, floating over strings and flying around the orchestra.
Adaptations have been created to form a strategic and coherent ecosystem that expresses the brand at every touchpoint: including on board the aircraft, lounges, boarding gates, customer service hotline, on digital platforms, in-store, and more.
The sonic identity was also tested amongst Diamond members and Cathay passengers before the launch, receiving over 90% positive feedback.
Cathay collaborated with the Asian Youth Orchestra to debut Song of Cathay at an exclusive concert held at Hong Kong City Hall, where the orchestra played a special arrangement of the piece. This event was attended by key stakeholders and Diamond members, who gathered to celebrate the launch.