China's Lucky Air (8L), a subsidiary of HNA Group, unveiled its new logo and visual identity system (VIS) at a special press conference held in Kunming on Saturday, marking a bold step forward in its brand building exercise.

The press conference started with a creative flash mob performance of the airline's pilots and flight attendants.

The airline's brand image was officially displayed through a runway show demonstrating 9 sets of clothing that combine the elements of the company, its corporate culture and brand identity.

The Kunming-based carrier selects red and yellow as the base colors in its logo design, with the airline's name written in seal script, an ancient style of Chinese calligraphy.

The new logo of Lucky Air breaks through the conventional conception and integrates the Chinese traditional culture in its design, said Ding Yongzheng, president of the airline.

The ancient Chinese characters represent the airline's safety performance and strong competitiveness, delivering its young, fashion and creative brand image to the public, he added.

Lucky Air was founded in 2006 as a member airline of HNA Group. As of Feb. 2015, the airline operates a fleet of 26 aircraft, comprising Boeing 737 and Airbus A320 aircraft.

As the second largest carrier based at Kunming Changshui International Airport (KMG), the airline retains the second largest airline in market share in Yunnan province.

The airline has bases in Kunming and Lijiang and has set up a branch company in Chengdu. The airline provides 61 domestic and international routes to 50 destinations at home and abroad.