Background

Before the major icon style update in early 2023, Cathay Pacific's web design ecosystem didn't have a unified icon style. We used various icons mismatched in style, stroke weight, and overall look.

At the same time, overall branding was updated to what you can witness at cathaypacific.com, and the older icons didn't match this new sleek high end style.

Issues before the update:

Brand misalignment:

The style was outdated and did not match our new corporate identity. Inconsistent user experience: There were noticeable clashes in weight, style, and metaphor, which created a confusing and unprofessional user interface.

Inconsistent user experience:

There were noticeable clashes in weight, style, and metaphor, which created a confusing and unprofessional user interface.

Lack of scalability:

The library was too small to cover all product needs, forcing designers into inefficient, one-off creations.

Uncertain market positioning:

Our icons were generic and failed to create a distinct visual identity against our competitors.

Design revision

Style

Inspired by our iconic logo, the brushwing, the new style incorporates different line widths and textures created by adjusting the pressure used while painting with a brush.

To mimic the changes in brush pressure, apply different degrees of rounded corners at the start of the line.

States

Challenges

Minimalist style for complex concepts

Stroke weight thickness allows only a minimalist style:
instead of relying on realistic interpretation the designs have to be simplified and/or abstract yet still recognisable enough while maintaining style integrity (line break)

Abstract thinking

Depicting specific aviation-related terms and concepts requires advanced thinking to translate something that doesn’t have a physical form to an understandable for a general user visual concept.

Result

Visually consistent style that sets CX brand apart with its distinct minimalist look that seamlessly integrates into our digital experience.

Comprehensive set of icons covering many needs of multiple CX digital products (B2B - cargo, lifestyle, travel, shopping, insurance).

Icons