China Southern Airlines Co., Ltd CSR Report 2021

Based on the theme of "Set sail on a new journey - Flying Safely into the Future" in the 2021 Corporate Social Responsibility Report of China Southern, this report is not only viewed from the perspective of visual design, but also from the perspective of the brand design, combining the company culture, development strategy, safety management, quality service, beautiful vision, digital transformation of China Southern with the multiple achievements of low carbon environmental protection, anti-epidemic measures, cultural assistance and charity services. The unique overall design shows its technical description with the innovative and interesting design, reflecting that China Southern, as the largest airline in China, has the science and technology innovation capability and their great sense of social responsibility. Through the vivid overall design, it adopts abundant presentation forms with plenty of charts and illustrations to improve the readability of the report content, which effectively avoids the readers from being boring and difficult to understand due to the long length and professional description of the report. Meanwhile, harmonious colors are selected to visually highlight the main emotional tone of warmth and harmony. In addition, it shows the various dynamics of the airport in the form of gouache painting, and fully expresses the vibrant corporate image of shiny China Southern. This design adopts an innovative overlooking perspective on the cover. With the perfect combination of the flying China Southern's aircraft in the sky, the great efforts to build the core hub - Beijing, the ''dual hub'' layout of Guangzhou and Beijing, and the building elements on the ground embodying their contribution in social responsibility, it expresses the corporate achievements in social responsibility such as safe operation, high-quality service, environmental-friendliness, social welfare, etc., and shows the sense of responsibility and corporate goals of China Southern, as well as their pursuit of the unity of fulfilling social responsibilities and achieving economic benefits. It presents different sections through different colors, clear to read or search. Its visual design mainly adopts flat painting of gouache, with the uniform coloring, the neat color layers, and the bright and smooth artistic effect like sunlight.