Corporate logo of China Eastern Airlines Co., Ltd.

China Eastern Airlines' new logo and new visual recognition system were officially released on September 9, 20 14.

The optimization and upgrade of China Eastern Airlines LOGO is based on the new strategic planning and internationalization needs of enterprises, so the new LOGO retains the original identification symbols-Feiyan, red and blue collocation and font combination to the greatest extent. The Chinese font of the new LOGO is still round, but there are some slight changes, while the English font is changed from the original right-angle sans-serif font to the new round sans-serif font, which is more unified with the Chinese font.

The biggest change in the emblem of China Eastern Airlines is the figure of the swallow, and the new design has completely liberated her from the circular birdcage. The original swallows had many straight lines, but most of the new designs were changed to arcs. The overall streamlined processing makes her look more stretched, as if she saw a swallow breaking free and heading for the blue sky. The traditional red, blue and white circular logo of China Eastern Airlines was born in 1988 when China Eastern Airlines was formally established. It has been with China Eastern Airlines for 26 years, bearing the sense of honor, belonging and happiness of all China Eastern Airlines. The brand-new logo of China Eastern Airlines adds more elements of the times on the basis of continuing the tradition. The pure white fuselage can better reflect the modern commercial characteristics of "simplicity and conciseness"; The red and blue Swallow logo highlights the international development orientation of China Eastern Airlines as "fashion, dynamism and vitality".

In the visual design of many foreign aviation brands, we find that the update of LOGO emphasizes the brand name and pays great attention to font, size and proportion. The advantage of this design is that no matter what size the trademark appears, the brand name can be clearly identified. However, it is a pity that this new design of China Eastern Airlines did not adopt this method, and the character recognition in LOGO was not enhanced. In addition, it is more common to compare aircraft with images such as birds and ribbons in aviation industry brands.