Air India Express has announced a revamp of its visual and sonic identity.
The rebrand seems to be aimed towards bringing together the identities of Air India Express and AirAsia India. The latter of which was recently acquired by the Air India Group.
The merger between the two airlines was announced earlier this year and is now in its final stages, according to Air India Chairman Campbell Wilson.
“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’,” said Aloke Singh, Managing Director, Air India Express.
The airline that previously had the motto ‘Simply pricless’, now operates under a new motto ‘Fly as you are’, indicating the shift in the airline’s marketing from price-focused to more experiential and premium.
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
New logo: look and sound
The airline’s new logo puts an emphasis on the X of the Express in the carrier’s name.
The new visual identity features colours special to the airline with Express Orange and Turquoise as its primary colors, along with Express Tangerine and Ice Blue for its secondary colours.
According to the airline, the Express Orange symbolises the brand’s “enthusiasm and agility and Indian warmth”.
While the Express Turquoise symbolises its style, contemporary premium feel and its digital-first approach.
In its visual transformation, the airline also redesigned its livery, taking inspiration from Indian tie-dye technique called Bandhani. It is said that the airline will be incorporating other such textile patterns in its livery to showcase the country’s diversity.
The airline also introduced a new sonic identity as part of its rebrand. The sound acts as a musical logo that evokes the emotions of sorrow, courage and wonder and serves as an introduction to “the sounds of New India”.
The rebrand on a whole aims to position the brand as one that provides “aspirational travel experiences through technology, accessibility, clever design, and an unmistakable sense of Indian hospitality.”
The rebrand shortly follows the rebrand of the carrier’s parent company, Air India, that was announced in August, earlier this year.
