![]() Our brand positioning is to be “a professional, trusted, internationally respected Chinese brand closely associated with China”. These values remind us that we should “use a people-oriented approach to our business, take on social responsibilities, have the will to succeed and enjoy flying”. Our mission stresses “operational safety, customer orientation, steady growth, people development and fulfillment of responsibilities”. At the core of the “Phoenix Spirit” is the will to “serve the world, to lead and move forward to higher goals.” Our vision is to become “A leading carrier in the world”. The message conveyed by the whole design is that Air China commits itself to promoting the development of the country’s airline industry and offering pleasant travel experiences to passengers. The deep red color is used since it’s associated with anything happy and lucky in Chinese culture. Chinese ancient literature contains constant references to the bird which “flies from the eastern Happy Land over mountains and seas and bestows luck and happiness upon all parts of the world.” With imagination stretched a bit, the way the logo is laid out recalls the English word “VIP”. The corporate logo of Air China depicts phoenix, a legendary bird worshiped by the nation since ancient times as a symbol of luck and happiness. In December 2004 Air China Limited became a publicly traded company on Hong Kong Stock Exchange (SEHK: 0753) and London Stock Exchange (LSE: AIRC). ![]() ![]() In September 30, 2004, Air China International Corporation was rebranded as Air China Limited. In October 2002, based on an industry reform plan formulated by the central government, Air China International Corporation, China Aviation Corporation and China Southwest Airlines merged, and the surviving company was still called Air China International Corporation. Today’s Air China can trace its origins to 1988 when Air China International Corporation was established.
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