Air India Express in New Looks!
Air India Express is owned by the Tata Group. Now, it has revealed its fresh brand identity and aircraft livery. It prominently features vibrant orange and turquoise colors. This unveiling comes as the airline prepares to merge with AIX Connect. It was formerly known as AirAsia India. Now, it establishing itself as the Tata Group’s low-cost carrier.
Express Orange and Turquoise Palette
The airline’s new visual identity showcases a bold color palette comprising “Express Orange” and “Express Turquoise” as primary colors. It is accompanied by “Express Tangerine” and “Express Ice Blue” as secondary shades. The dominant “Express Orange” symbolizes enthusiasm and agility. It embodies the essence of quintessential Indian warmth. Meanwhile, “Express Turquoise” embodies a contemporary premium sensibility, style, and a digital-first approach.
Inspired by Indian Textiles
The livery of the first newly-inducted Boeing 737-8 aircraft is inspired by the Bandhani textile design. Future aircraft inducted into the fleet will feature designs influenced by various traditional patterns. It includes patterns like Ajrakh, Patola, Kanjeevaram, and Kalamkari.
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Growth and Transformation
Aloke Singh, Managing Director of Air India Express, emphasized that the rebranding marks a new phase in the airline’s ambitious growth and transformation journey. It began with the induction of modern fuel-efficient Boeing B737-8 aircraft. Over the next 15 months, the airline plans to induct 50 aircraft. That is doubling its size in a short span. In the following five years, they aim to expand the fleet to approximately 170 narrow-body aircraft. Thereby, it establishes a network spanning domestic India and short-haul international markets.
Say hello to the refreshed Air India Express! With an innovative blend of innovation and unique Indian warmth, we bring you New India's Smart Connector! #FlyAsYouAre pic.twitter.com/59eoZhsBM0
— Air India Express (@AirIndiaX) October 18, 2023
Signature Sonic Identity
In addition to the visual rebranding, Air India Express unveiled its signature sonic identity, a vibrant melody and musical logo that conveys the emotions of Karuna, Adbutha, and Veera, offering a harmonious welcome to the sounds of New India.
Airline Consolidation
The Tata Group is actively consolidating its airline business. Apart from the integration of Air India Express and AIX Connect, the merger of Vistara with Air India is in its final stages. Vistara, a joint venture between Tata and Singapore Airlines, with Tata holding a 51% stake, is part of this transformation.
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This unveiling marks a significant step in Air India Express’ journey and sets the stage for its growth and expansion in the competitive Indian aviation market. The vibrant new identity reflects the essence of India and its artistic diversity, while the merger with AIX Connect and Vistara represents the Tata Group’s commitment to enhancing its presence in the airline industry.
