With its headquarters and main hub at Hong Kong International Airport, Cathay Pacific Airways Limited or simply Cathay Pacific refers to the flag carrier of Hong Kong. Cathay Pacific was founded by American Roy C Farrell and Australian Sydney H de Kantzow on the 24th of September 1946. According to its corporate website, the company began to operate passenger flights to Manila, Bangkok, Singapore and Shanghai. Expansion was fast and in the 1960s, the coming of age of Cathay Pacific took place. Business grew at an average rate of 20% annually between 1962 and 1967, leading to the initiation of international services to Osaka, Fukuoka and Nagoya in Japan. Progress continued from the early 1970s to the late 1980s but the 1990s was a difficult time for the airline industry. It was during this time that Cathay Pacific changed and acquired a new identity through changing the green and white striped livery into the dynamic and now famous ‘brushstroke’ image. With the changed physical identity comes various identities associated with Cathay Pacific and these identities will be explored in this essay using the AC2ID test and REDS2 process.
Cathay Pacific Airways Short History
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