Air India Express Could Balance Airlines’ New Branding With A Classic Touch
The airline said the new livery will be launched in a few months.
Aviation news international – Air India revealed a new brand and livery last week with a modernized logo and color scheme. With the new look, the airline’s parent company, Tata Group, is working on a refreshed identity for Air India Express, its wholly-owned subsidiary.
Officials close to the development reportedly said the subsidiary’s new livery will incorporate a font similar to Air India’s new brand. Currently, the airline is determining which aircraft will debut the renewed look.
“A variety of designs”
On Thursday, Air India unveiled its new livery, a scheme with deep red, aubergine, and gold highlights, and a chakra-inspired pattern. The airline refers to the look as ‘The Vista’ logo, reflecting its ambition to become a world-class airline that sets a new standard in service while encompassing Indian hospitality.
Air India’s CEO, Campbell Wilson, explained that the new identity is “bold, confident, and vibrant, but also warm and deeply rooted to its rich history and traditions.” Similarly, Air India Express’ refresh will feature updated elements while staying true to the current design.
According to Mint News, an official at the airline confirmed the development in a statement.
“The font of Air India Express on the livery will be similar to that of the new ‘Air India Sans’ font. The tail pattern will have a variety of designs like the current Air India Express fleet. The first plane with the new branding will be launched in October, when the airline gets its first new Boeing 737 MAX aircraft.”
The airline is weighing two options when it comes to debuting the livery. While the official explained new 737 MAX aircraft will be delivered in a few months, the rebranding may launch on an Airbus A320neo. Still, an executive said painting its first MAX plane will take place in India, but a decision on the debut aircraft will happen later.
“The paint job for our initial Boeing 737 MAX will be executed in India,” an official noted to Mint News. “Consequently, a decision will be made closer to the launch date regarding the inaugural aircraft.”
More than 20 737 MAX jets are reportedly set to join the carrier’s fleet.
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Inheriting A320neos
Last month, AirAsia India received regulatory approval to operate its flights under the Air India Express brand, fast-tracking its merger process since reportedly being announced in November 2022. With this, the airline will inherit AirAsia India’s fleet of 28 aircraft, including five A320neos. According to ch-aviation, the 23 other aircraft are A320ceos, while eight A321neos are on order.
The A320neos are currently being transferred to Air India Express, explaining the likelihood that the carrier may choose the aircraft type to debut its new look. Rebranding the AirAsia India aircraft is crucial as the usage of the AirAsia brand was reportedly limited to a year after the announcement of the merger.
The difference from Air India
Unlike Air India, an official explained to Mint News that Air India Express’ rebranding may just appear on a debut aircraft without a preview.
“Contrary to Air India, where the fresh livery will emerge when Airbus A350 arrives, for Air India Express, the updated livery might debut on the aircraft or shortly before. Elements of the remanded Air India and classic Air India Express features, like tail art, are anticipated.”
In January 2022, the Tata Group acquired full ownership of both Air India and Air India Express as part of the Indian government’s strategic divestment program, according to Mint News.
Sources: Mint News, ch-aviation.com
