Tata Group-owned Air India Express on Wednesday unveiled its new brand identity and aircraft livery, which mainly features orange and turquoise.
Air India Express is in the process of merging AIX Connect (formerly AirAsia India) with itself and the entity will be the low-cost carrier of the Tata Group.
The unveiling of the new visual identity took place at Mumbai Airport, just over two months after Air India unveiled its new brand identity.
“The airline’s new visual identity includes an energetic and premium color palette of Express Orange and Express Turquoise with Express Tangerine and Express Ice Blue as secondary colours,” Air India Express said in a press release.
The dominant Express Orange symbolizes the airline’s brand values of enthusiasm and agility, while reflecting the positioning of quintessential Indian warmth. The Express Turquoise embodies the brand’s style signatures with a contemporary premium sensibility and a digital-first approach, it added.
According to the airline, the livery of the first new Boeing 737-8 aircraft is inspired by the Bandhani textile design.
The upcoming aircraft to be introduced will feature designs inspired by other traditional patterns including Ajrakh, Patola, Kanjeevaram, Kalamkari, etc., showcasing the artistic diversity of India.
“The airline’s theme ‘Patterns of India’ reflects the spirit of the nation and shares its stories through a visual journey,” the release said.
Air India Express Managing Director Aloke Singh said the rebrand marks a new phase in its ambitious growth and transformation journey, starting with the introduction of the modern, fuel-efficient Boeing B737-8 aircraft.
‘With fifty aircraft that will be added to the fleet over the next fifteen months, we will double in size in a short time.
“Over the next five years, we aim to grow to a fleet of approximately 170 narrowbody aircraft, with a network spanning the domestic Indian and international short-haul markets,” he said in the press release.
Air India Chairman and Managing Director Campbell Wilson said that with the merger of Air India Express and AirAsia India in its final stages, “we are also seeing the transformation of the aviation landscape”.
Furthermore, Air India Express unveiled its new signature sonic identity, a vibrant melody and the musical logo “evokes the Rasas of Karuna, Adbutha and Veera, a harmonious welcome to the sounds of New India”.
On August 10, Air India unveiled a new brand identity ‘The Vista’, inspired by the point of the golden window frame signifying ‘limitless possibilities’, and a new aircraft livery.
Tata Group is in the process of consolidating its aviation business. In addition to the Air India Express-AIX Connect integration, Air India is merging Vistara with itself. Vistara is a joint venture between Tatas and Singapore Airlines, in which the former has a 51 percent stake.
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