Air India Express has undergone a much-needed transformation with a dynamic new brand identity. It stands out with a striking color scheme which is dominated and characterized by shades of orange and turquoise.
Air India Express’s new visual identity features an energetic and premium color palette of Express Orange and Express Turquoise with Express Tangerine and Express Ice Blue as secondary colors. The airline built its branding around the letter X, in an attempt to reach out to the younger generation.
According to the press release, the airline’s new branding extends to its aircraft livery with the first of the modern Boeing 737-8 aircraft, drawing inspiration from the traditional Bandhani textile designs. The aircraft will also feature designs and traditional patterns like Ajrakh Patola, Kanjeevaram and Kalamkari to showcase India’s rich artistic diversity.
Aloke Singh, the Managing Director of Air India Express, said the rebranding signifies a new phase in the airline’s ambitious growth and transformation journey, starting with the induction of modern and fuel-efficient Boeing B737-8 aircraft. “With 50 aircraft set to be inducted into the fleet over the next 15 months, we are poised to double in size in a remarkable short span. Over the next five years, we aim to expand to a fleet of about 170 narrow-body aircraft, covering both domestic and short-haul international routes.”
Besides the new visual identity, Air India Express also introduced a signature sonic identity. It features a vibrant melody and a musical logo that evokes the Rasas of Karuna, and Veera – offering a harmonious welcome to the sounds of New India.