Cebu Pacific Air, the Philippines-based low-cost carrier operating under Cebu Air, Inc., introduced its current logo on June 1, 2015. The airline described the new mark as symbolizing its “growth and evolution from a low-cost pioneer to its larger operations today.”[1]
Design and History
The 2015 rebrand was Cebu Pacific’s first brand facelift in 19 years, reflecting its expansion from a domestic low-cost carrier into an international brand.[2] The project was led by Singapore-based agency Bonsey Design.[2]
According to Bonsey Design, the refresh was inspired by the Philippines’ natural landscapes and the Philippine eagle, which informed a dynamic colour palette and aircraft livery. The agency described the new visual identity as introducing “chunky, approachable typography, vibrant yellow and blue, playful illustrations, and a lively makeover for the mascot, CEB.”[3]
The airline stated that the new logo uses “the country’s natural canvas as inspiration, featuring shades of the Philippines’ land, sea, sky and sun.”[1] Cebu Pacific’s vice president for marketing and distribution at the time, Candice Iyog, said: “We bring the Philippine warmth and sense of fun everywhere we go. Now, with the Philippines natural colors on our logo, we showcase the country to the world.”[1]
In the airline’s inflight magazine, CEO Lance Gokongwei described the new logo as “inspired by the shades of the archipelago: the lush green countryside, the crystalline blue-green seas, the bright blue sky and the brilliant yellow sun.” He added that the eagle, “emblazoned on all our aircraft, is sleeker, ready to take you farther.”[4]
Meaning and Symbolism
The Philippine eagle has long served as the airline’s symbol. Bonsey Design noted that the eagle, “once dark and complicated, is a lighter, fresher icon with a more modern wordmark tying it all together.”[2] Jonathan Bonsey, creative and managing director of Bonsey Design, explained that the eagle now looks “friendlier and more approachable” while also being sleeker, conveying “a greater sense of purpose and energy.”[5]
Bonsey also described the color thinking behind the identity: “When you think of the Philippines, you think of the blue sea and sky, and lush green islands. So all these colors of the country are reflected on the brand. And then there’s sunshine yellow. By and large, Cebu Pacific is a yellow airline: when you step into the airport for your Cebu Pacific flight, it’s the color you look for, so while it’s not in the logo itself, it will frame most of the airline’s visual communications.”[5]
Typography and Design
Bonsey Design described the new typography as “chunky, approachable,” part of a system that balanced “friendliness and energy with professionalism.”[3] The agency extended the identity across all marketing and communication touchpoints, including airplane livery and crew uniforms.[2]
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