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 the enterprise, so the new LOGO retains the original identification symbols-flying swallow, 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 has changed from the original right-angle sans-serif font to a 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 cage. The original swallows had many straight lines, but most of the new designs were changed into arcs. The overall streamlined treatment 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 has added 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 LOGO appears, the brand name can still be clearly identified. However, it is a pity that this new design of China Eastern Airlines did not adopt this approach, and the recognition of people in LOGO has not been enhanced. In addition, in aviation industry brands, it is more common to compare airplanes with birds, ribbons and other images.