Air India Express, which is owned by the Tata Group, has introduced its fresh brand identity and aircraft livery featuring predominantly orange and turquoise colors. The airline is currently in the process of merging AIX Connect (formerly AirAsia India) into its operations, forming the Tata Group's low-cost carrier.
This unveiling of their new visual identity took place at Mumbai airport, a little over two months after Air India's own brand identity rebranding. The airline's new visual identity incorporates an energetic and premium color palette, primarily comprising Express Orange and Express Turquoise, complemented by Express Tangerine and Express Ice Blue as secondary colors. Express Orange signifies the airline's core brand values of enthusiasm and agility, reflecting the essence of quintessential Indian warmth. On the other hand, Express Turquoise embodies the brand's style, offering a modern premium sensibility and a digital-first approach.
The livery of the initial new Boeing 737-8 aircraft draws its inspiration from the Bandhani textile design. Future aircraft to be introduced will incorporate designs inspired by various traditional patterns like Ajrakh, Patola, Kanjeevaram, and Kalamkari, showcasing India's rich artistic diversity. The airline's 'Patterns of India' theme aims to encapsulate the spirit of the nation, conveying its stories through a visual journey.
Aloke Singh, Managing Director of Air India Express, emphasized that this rebranding signifies the start of a new chapter in the airline's ambitious growth and transformation journey. The process begins with the introduction of modern, fuel-efficient Boeing B737-8 aircraft. The airline plans to add 50 aircraft to its fleet over the next 15 months, effectively doubling its size. Over the next five years, it aims to grow its fleet to around 170 narrow-body aircraft, expanding its network to cover both domestic and short-haul international markets.
Campbell Wilson, Chairman, and Managing Director of Air India, pointed out that as the merger of Air India Express and AirAsia India nears its conclusion, they are witnessing the transformation of the aviation landscape. Additionally, Air India Express introduced its signature sonic identity, characterized by a vibrant melody and a musical logo that represents the emotions of Karuna, Adbutha, and Veera, offering a harmonious welcome to the sounds of New India.
On August 10, Air India unveiled its own new brand identity called 'The Vista,' inspired by the peak of a golden window frame that symbolizes "limitless possibilities." They also presented a new aircraft livery. The Tata Group is actively consolidating its airline business, which includes the integration of Vistara, a joint venture between Tatas and Singapore Airlines, into Air India.
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