Interestingly doing a bit of web research I have discovered that the SQ logo is called the Silver Kris (hence the name of their frequent flyer programme). The kris is a form a south east asian dagger, highly prized and often passed down through generations. But Kris is also known to be a spiritual object, often considered to have a presence or considered to possess magical powers. Kris are used for display, as talismans with magical powers. The bird (think its a crane) is apparently meant to be similar to the handle of the Kris dagger.