Air India Express Has a New Look – and Lofty Ambitions
Photo Caption: Air India Express Air India Express
Skift Take
All of Air India Group is transforming, but nowhere will the transition be as stark as Air India Express.
This week in Mumbai, Air India Express unveiled its brand new look on a brand new Boeing 737–8 aircraft. The message was clear: A break away from its staid image as a sleepy subsidiary no one talks about.
The airline's visual identity now features a bright color palette of orange and turquoise, with tangerine and ice blue as secondary colors. It has built its branding around the letter X, and is clearly trying to connect with a younger generation.
But Air India Express is not new and it’s also keeping its connection to an old tradition established decades ago. Each aircraft livery will feature a variable tailfin design inspired by India's art and crafts heritage, themed “The patterns of India.” The livery of the first new Boeing 737-8 aircraft showcased at the launch draws inspiration from the Bandhani textile design.
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