Air India Express Unveils Its New “Energetic Orange, Turquoise” Brand Identity

New Delhi: Air India Express will be the low-cost carrier of the Tata Group. The unveiling of the new visual identity of Air India Express was done at Mumbai airport.

“The airline’s new visual identity features an energetic and premium colour palette of Express Orange and Express Turquoise with Express Tangerine and Express Ice Blue as secondary colours,” Air India Express said in a release.

The dominant Express Orange symbolises the airline’s brand values of enthusiasm and agility, while reflecting the positioning of quintessential Indian warmth. The Express Turquoise embodies the brand personality traits of style with a contemporary premium sensibility and a digital-first approach, it added.

The livery of the first aircraft of Air India Express 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.

With 50 aircraft set to be inducted into the Air India Express fleet over the next 15 months. In next 5 years, the fleet is expected to grow to about 170 narrow-body aircraft.

On August 10, Air India unveiled a new brand identity ‘The Vista’.