Air India Express, a low-cost carrier owned by the Tata Group, unveiled a new brand identity and livery. The new identity features the colors Express Orange and Express Turquoise, which symbolize enthusiasm, agility, and Indian warmth. The livery of the first new Boeing 737-8 aircraft is inspired by traditional Indian textile designs.
The new identity also includes:
- A new signature sonic identity, a vibrant melody and musical logo representing the spirit of New India
- Primary colors that symbolize enthusiasm and agility, and reflect Indian warmth
Air India Express is in the process of merging AIX Connect with itself and aims to grow its fleet to around 170 narrow-body aircraft over the next five years.
According to the airline, the livery of the first new Boeing 737-8 aircraft draws inspiration from the Bandhani textile design.
The upcoming aircraft being inducted will feature designs inspired by other traditional patterns including Ajrakh, Patola, Kanjeevaram, Kalamkari, etc, showcasing India’s artistic diversity.
“The airline’s ‘Patterns of India’ theme encapsulates the spirit of the nation and shares its stories through a visual journey,” the release said.
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”.
Tata Group is in the process of consolidating its airline business. Apart from Air India Express-AIX Connect integration, Air India is merging Vistara with itself. Vistara is a joint venture between the Tatas and Singapore Airlines, in which the former holds a 51 per cent stake.
