Air India Express, owned by Tata Group, on Wednesday unveiled its new brand identity and livery that consists of the colours of orange and turquoise. The airline is in the process of merging AIX Connect (formerly AirAsia India) with itself, following which the entity will be the low-cost carrier of the Tata Group.
The new visual identity was unveiled at the Mumbai airport, nearly two months after Air India unveiled its new brand identity. In a press release, Air India Express said, “The airline’s new visual identity embodies an energetic and premium colour palette of Express Orange and Express Turquoise with Express Tangerine and Express Ice Blue as secondary colours.”
The brand values of of enthusiasm and agility that the airline upholds has been symbolised by the dominant Express Orange, while reflecting the positioning of quintessential Indian warmth. The Express Turquoise personifies the brand personality traits of style with a contemporary premium sensibility and a digital-first approach, the release added. As per the airline, the livery of the first new Boeing 737-8 aircraft has been inspired by the Bandhani textile design.
The release further said, “The upcoming aircraft being inducted will feature designs inspired by other traditional patterns including Ajrakh, Patola, Kanjeevaram, Kalamkari, etc, showcasing India’s artistic diversity.” The theme ’Patterns of India’ of the airline captures the spirit of the nation and shares its stories through a visual journey.
Managing Director of Air India Express Aloke Singh said that the re-branding marks a new phase in its ambitious growth and transformation journey, that starts with the induction of the modern fuel-efficient Boeing B7378 aircraft. He further said, “With 50 aircraft set to be inducted into the fleet over the next 15 months, we double in size in a short span of time.”
“The integrated Air India Express-AirAsia India entity will operate as Air India Express, with a modern, refreshed branding, positioned as ‘New India’s Smart Connector'”, he said in the press release.
”Over the course of the next 5 years, we aim to grow to a fleet of about 170 narrow-body aircraft, with a network spanning the domestic India and short-haul international markets,” the Managing Director said in the release. The Chairman and Managing Director of Air India, Campbell Wilson said that with the merger of Air India Express and AirAsia India currently being at the final stages, the airline is also seeing the transformation in the aviation landscape.
Air India Express also unveiled its new signature sonic identity, a vibrant melody and the musical logo which evokes the Rasas of Karuna, Adbutha and Veera, a harmonious welcome that brings forth the sounds of New India. On August 10, Air India brought forward a new brand identity ‘The Vista’ which was inspired by the peak of the golden window frame that signifies ”limitless possibilities” and a new aircraft livery.
Tata Group is in the process of consolidating its airline business. Apart from the integration of Air India Express and AIX Connect, Air India is also merging Vistara with itself. Vistara is a joint venture between Tatas and Singapore Airlines, and the former holds a 51 per cent stake in it.
Air India Express is a subsidiary of Air India and is a part of the Tata group which operates over 300 flights across 30 domestic and 14 international airports on a daily basis, with a fleet of 58 aircraft, that comprises 28 Boeing 737s and 28 Airbus A320s.
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