Cathay Pacific has unveiled a "cleaner, crisper, more contemporary identity", a move the airline said to shape an even better experience for its customers.

The brand and design changes include an updated, cleaner and more refined Cathay Pacific logo, a new, easier-to-use website, new lounges that will begin to open from December, starting with Haneda in Japan, as well as new company-wide signage will start appearing from the second half of 2015 onwards.

The Hong Kong-based carrier said customers will start to see, feel and experience positive change across many of its key touchpoints, products and services over the next 18 months.