The new AirAsia: Less red, more iconic

AIRASIA   AVIATION INDUSTRY 

Malaysia - Low-cost carrier AirAsia has launched a new corporate identity in line with the airline's transition from a regional to a global brand.

The rebrand marks the brand's progression having crossed several milestones this year. It recently celebrated its 10th year anniversary and acquired its 100^th airbus.

Kathleen Tan, AirAsia's group head of commercial, said: "At AirAsia, we take branding very seriously. Low fares does not mean we have to be cheap. It's about engaging our guests, delivering a service experience to make them feel good about the AirAsia brand.

"After 10 years of journey of revolutionising air travel with our low fares, incredible network and a unique "Allstars" culture, we feel it's time to give our brand a fresh and rejuvenated look and to continue to stay relevant with times."

Tan added that AirAsia's branding has always embodied the spirit of being bold, innovative, dynamic and progressive. The new look and feel and plane livery would give the airline a contemporary facelift.

As part of its change the brand will connect more to its Asian roots, making available Asian-inspired collectibles, a new TVC featuring AirAsia Allstars, and a new weekend uniform concept for its flight attendants.

"The new weekend outfits also embodies AirAsia's active involvement in the field of sports.

Covering 152 routes in 24 countries, AirAsia has made its mark on new territories in the recent year with Thai AirAsia currently preparing for its initial public offering, and newly launched routes such as to the Philippines, Australia and Japan.

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