In an exciting development, Tata Group-owned Air India Express has unveiled a dynamic new brand identity characterized by a striking color scheme dominated by shades of orange and turquoise. The airline’s new visual identity features Express Orange and Express Turquoise as primary colors, representing its core values of enthusiasm and agility, as well as its style and digital-first approach. The prominent use of Express Orange signifies the airline’s core values of enthusiasm and agility, embodying the quintessential warmth of India. Meanwhile, Express Turquoise represents the brand’s style, contemporary sensibility, and a digital-first approach.
The airline’s new branding also extends to its aircraft livery, with the first of the modern Boeing 737-8 aircraft taking inspiration from traditional Bandhani textile designs. The upcoming aircraft will showcase designs inspired by other traditional patterns like Ajrakh, Patola, Kanjeevaram, and Kalamkari, showcasing India’s rich artistic diversity.
Aloke Singh, the Managing Director of Air India Express, expressed that this 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, the airline aims to double in size in a remarkably short span and expand to a fleet of about 170 narrow-body aircraft in the next 5 years, covering both domestic and short-haul international routes.
Campbell Wilson, Air India’s Chairman and Managing Director, noted that with the merger of Air India Express and AirAsia India in its final stages, the aviation landscape is undergoing a transformation.
In addition to the new visual identity, Air India Express introduced a signature sonic identity, featuring a vibrant melody and a musical logo that evokes the Rasas of Karuna, Adbutha, and Veera, offering a harmonious welcome to the sounds of New India.
It’s important to note that this unveiling follows Air India’s rebranding on August 10, when it introduced ‘The Vista,’ a new brand identity inspired by the golden window frame’s peak, symbolizing limitless possibilities. Tata Group continues its efforts to consolidate its airline business, which includes the merger of Vistara with Air India, signifying a transformative phase in the aviation industry.
Air India Express’s new visual identity not only reflects its commitment to growth but also pays homage to India’s rich cultural heritage through its aircraft designs, further connecting passengers to the nation’s diverse artistic traditions.
