Air India Express, a subsidiary of the Tata-owned Air India umbrella, finally introduced a refreshed and harmonised branding under the banner Air India Express on their new Boeing B737-8 aircraft on Wednesday.Air India Express unveils new brand identity, livery and moreMaking this iconic occasion, the airline has unveiled a contemporary aesthetic featuring vibrant colours and distinctive aircraft livery. With the heart-warming motto – Fly As You Are, the airline extended a warm invitation to its guests and passengers, encouraging them to embark on their journeys with Air India.#WATCH | Mumbai: Air India Express unveils new look and aircraft livery. New Air India Express wears four colours including orange, turquoise, tangerine and ice blue Air India Express and AIX Connect-Air Asia India will operate as one airline. pic.twitter.com/R7helUGy7B— ANI (@ANI) October 18, 2023This grand event was graced by the presence of Air India Express Chairman Campbell Wilson and Aloke Singh, Managing Director of Air India Express, who inaugurated the fresh brand identity, logo, and aircraft livery on the newest addition to their swiftly expanding fleet of 58 aircraft, the Boeing 737-8.Campbell Wilson on Air India Express transformationAddressing the gathering, Campbell Wilson highlighted, “With the merger of Air India Express and Air Asia India now in the final stages, we are also seeing the transformation of the aviation landscape. We are proud to present the new brand of Air India Express, a vitally important part of the new Air India Group, charged with providing the best value, accessibility and domestic and regional connectivity to every Indian, and to become the airline of a new generation. The broader ambition of these efforts is to better connect India and Indians, to each other and the world.”We are proud to present the refreshed brand identity for Air India Express, a vitally important part of the Air India Group and New Indias Smart Connector. Charged with providing the best value, accessibility, and enhanced connectivity in the domestic and short-haul… pic.twitter.com/1PBJSUmWBr— Air India Express (@AirIndiaX) October 18, 2023Notably, the Air India Express fresh visual identity features a premium palette of Express Orange and Express Turquoise, complemented by secondary colours Express Tangerine and Express Ice Blue. Express Orange symbolises Air India Expresss enthusiasm and agility, reflecting the warmth that defines quintessential Indian hospitality, it said in a statement.Meanwhile, Express Turquoise embodies style, a contemporary premium sensibility, and a digital-first approach, it added.More details of Boeing 737-8 aircraftAloke Singh, Managing Director of Air India Express, spoke about the rebranding, saying, “The integrated Air India Express-AirAsia India entity will operate as Air India Express, with a modern, refreshed branding, positioned as New Indias Smart Connector.”Briefing more about the aircraft, Singh said, “The re-branding marks a new phase in our 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 doubled 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. Continuing with our unique tradition, the aircraft livery will feature a variable tailfin design inspired by the rich art and crafts heritage of the country, themed as The patterns of India.”Tonight, we are not just unveiling a new brand we are sharing with you a narrative and a vision. About who we are and what we want to be. We are truly privileged to be New Indias Smart Connector – Mr Aloke Singh#FlyAsYouAre pic.twitter.com/kt0Nzu8qZp— Air India Express (@AirIndiaX) October 18, 2023Giving a spark to the brand identity, Air India Express unveiled its signature sonic identity—a vibrant melody that encapsulates the spirit of a progressive New India, filled with aspirations, optimism, and confidence. The airlines distinctive musical logo invokes the Rasas of Karuna, Adbutha, and Veera, offering a harmonious welcome to the sounds of New India, it said.Bandhani textile designFurthermore, the livery of the Boeing 737-8 aircraft presented during the unveiling was inspired by the Bandhani textile design. Future additions to the fleet will showcase designs drawn from traditional patterns such as Ajrakh, Patola, Kanjeevaram, and Kalamkari, celebrating Indias rich artistic diversity.The Patterns of India theme embodies the nations spirit and shares its stories through a visual journey, reaffirming the brands commitment to providing aspirational travel experiences through technology, accessibility, intelligent design, and the unmistakable warmth of Indian hospitality, the statement said.
