MUMBAI- Tata-owned Low cost Subsidiary Air India Express (IX) is in the process of introducing a fresh logo and livery while upholding its distinct tail art heritage, according to an official statement.
On August 10, 2023, Tata Group’s Air India (AI) unveiled its updated logo and livery.
Air India Express Rebranding
“The rebranding process for Air India Express involves Future Brand, the same firm that created the new logo for Air India. We take pride in our unique tail art that wonderfully showcases India’s rich art and culture. As part of the rebranding effort, the tail art will be preserved but presented in a new and innovative manner,” revealed an Air India Express representative.
The official also mentioned that the distinctive aspect of Air India Express lies in the varied tail designs for each aircraft, setting it apart from Air India, which maintains a consistent tail design across its fleet.
The rebranding process will be executed gradually to ensure seamless operations. Over the course of the next two months, the airline intends to introduce its initial aircraft with the new logo and livery.
“We are currently unable to reveal specific details regarding the font, color palette, or tail art as these aspects are still in the process of development. Given that we are a budget carrier with an exclusive focus on economy class, our color scheme will differ from that of Air India,” he further explained to ET.
“While undergoing rebranding, we won’t be introducing a mascot. However, we do plan to incorporate more tail art that represents diverse art forms and cultural elements of our nation,” he stated.
New Livery Update
The new Air India Express font echoes ‘Air India Sans,’ while tail patterns retain diversity. The inaugural aircraft, a Boeing 737 MAX, will debut in October, aligning with the brand update.
Two options are being explored: Airbus A320neo and Boeing 737 MAX. The latter’s paintwork will be done in India, with the final decision closer to launch,” disclosed one of the sources to Mint, an airline official. Another executive mentioned this strategy adjustment.
In January 2022, under the government’s divestment plan, the Tatas gained complete ownership of Air India and its subsidiary, Air India Express. Further, AIX specializes in short and medium-haul flights, linking smaller Indian towns to Gulf and Southeast Asian destinations.
Following the divestment announcement, the usage of the AirAsia (I5) brand name is limited to 12 months. Subsequently, the deadline is set to lapse in October.
By the end of March, Air India Express, currently operating 26 Boeing 737 and 28 Airbus aircraft from AirAsia India, is slated to incorporate 23 additional Boeing 737 MAX planes.
Photos By: Harsh Tekriwal (@avgeekwithlens) • Instagram photos and videos
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