Whether it’s your first visit or your twentieth, China is so big, so diverse and so fast-changing, it’s always an advent…
The corporate logo of Air China depicts phoenix, a legendary bird worshiped by the nation since ancient times as a symbol of luck and happiness. Chinese ancient literature contains constant references to the bird which “flies from the eastern Happy Land over mountains and seas and bestows luck and happiness upon all parts of the world.” With imagination stretched a bit, the way the logo is laid out recalls the English word “VIP”. The deep red color is used since it’s associated with anything happy and lucky in Chinese culture. The message conveyed by the whole design is that Air China commits itself to promoting the development of the country’s airline industry and offering pleasant travel experiences to passengers. For us, phoenix symbolizes a spirit. At the core of the “Phoenix Spirit” is the will to “serve the world, to lead and move forward to higher goals.” Our vision is to become “A leading carrier in the world”. Our mission stresses “operational safety, customer orientation, steady growth, people development and fulfillment of responsibilities”. These values remind us that we should “use a people-oriented approach to our business, take on social responsibilities, have the will to succeed and enjoy flying”. Our brand positioning is to be “a professional, trusted, internationally respected Chinese brand closely associated with China”. The design also features the calligraphic version of Air China’s Chinese name, a reproduction of the handwriting by late Chinese leader Deng Xiaoping, the architect of China’s drastic social and economic transformation who laid the foundation for the country’s economic power.
Air China is China's sole flag carrier and a member of the world’s largest airline alliance, Star Alliance. It was previously the official airline partner for the Beijing 2008 Olympic and Paralympic Games, and has been selected as an official partner for the Beijing 2022 Olympic and Paralympic Winter Games. Air China is China's largest airline by brand value (estimated at around RMB 145 billion in June 2018, according to World Brand Lab) and is a market leader in air passenger transportation, air cargo and other aviation services.
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