Air India Express unveils new brand identity, design

Tata Group's Air India Express on Wednesday unveiled its new brand identity and design in which orange and turquoise colors have been given prominence. Air India Express is currently in the process of merging AIX Connect (formerly Air Asia India). The new entity will be a low-cost airline of the Tata Group.

The airline's new identity was unveiled at the Mumbai airport. About two months before this, Air India had also adopted its new brand identity.

“The airline's new identity features Express Orange and Express Turquoise and also incorporates Express Saffron and Express Ice Blue colours,” Air India Express said in a release.

According to the release, “The airline's aircraft will be designed inspired by traditional designs like Bandhani, Ajrakh, Patola, Kanjeevaram, Kalamkari, which showcase the artistic diversity of India.”

Air India Express Managing Director Aloke Singh said the re-branding marks a new phase in its ambitious growth and transformation journey, starting with induction of the modern fuel-efficient Boeing B737-8 aircraft.

"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. 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," he said in the release.

Air India Chairman and Managing Director Campbell Wilson said that with the merger of Air India Express and AirAsia India now in the final stages, "we are also seeing the transformation of the aviation landscape".

Besides, 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 peak of the golden window frame that signifies "limitless possibilities" and a new aircraft livery.