Airlines sure do love spending money on a rebranding, even if it’s not necessary. Cathay Pacific has revealed the details of a brand refresh, which includes the introduction of a new slogan — “Move Beyond.”
Here are a few videos with the new slogan:
While I quite like the videos as such (in particular the first one), I just can’t wrap my head around their new slogan.
Previously Cathay Pacific’s slogan was “Life Well Travelled,” and to me that was a brilliant slogan for an airline, one of my favorites out there. After all, the best thing an airline can do is help you live a “life well travelled.”
But “Move Beyond,” really? As Cathay Pacific describes it:
Your journey matters as much to us as it does to you. That’s why we’re here to help you on your way, to make the most of everything that lies ahead.
Ambition and innovation are at the heart of the Cathay Pacific story. Our founders, Roy Farrell and Sydney de Kantzow, had a passion for flying and a love of the region that led to our creation.
This still fuels us today. We challenge ourselves to move past previous achievements, to be the best we can be. We want to be better at serving you and pre-empting your needs – to be more reliable, more personal, more thoughtful and ultimately, more valuable to you.
We’re here to help you arrive ready to make the most of what lies ahead.
I totally appreciate the concept behind this, but to me all of this still seems better suited for a “Life Well Travelled” slogan than a “Move Forward” slogan.
In general I understand what Cathay Pacific is trying to do. They want to look towards the future and all that’s possible. But somehow “Move Beyond” doesn’t communicate that to me.
To me “Move Beyond” has a negative connotation, like something really bad happened, and they want you to forget about it. To use it in a sentence, “Cathay Pacific had a massive data breach that impacted millions of people, and now they want us to Move Beyond it.”
To me this screams “I had a really bad year last year, let me Move Beyond it,” and not “I had a great year last year, but possibilities are endless and this year could be even better, so let’s Move Beyond.” But maybe that’s just me…
I’ll be the first to admit that I’m often resistant to companies rebranding, since it takes some getting used to. But I really do think this is an especially bad rebranding, in particular since I loved the “Life Well Travelled” slogan.
What do you make of Cathay Pacific’s new Move Beyond slogan?