Akasa Air has today unveiled its brand identity and livery with the unveiling of its ‘Rising A’ symbol and tagline, ‘It’s Your Sky’. The announcement by the airline comes after it placed an order for 72 Boeing B737MAX aircraft at Dubai Airshow 2021.
‘The Rising A’ Symbol and the Tagline
‘The Rising A’ symbol (which looks a lot like hospitality brand Accor’s logo, right? 😉) is inspired by elements from the sky. It symbolises the warmth of the rising sun, the effortless flight of a bird and the dependability of an aircraft wing.
‘It’s Your Sky’ is the brand’s promise to embrace everyone and to create an inclusive environment for all Indians regardless of their socio-economic or cultural backgrounds. The airline says that it is a powerful pledge of ownership, promise, and possibilities that accompany each traveller on their journeys. The brand colours, ‘Sunrise Orange’ and ‘Passionate Purple’ reflect the airline’s warm, youthful, and respectful nature.
Vinay Dube, Founder, Managing Director and CEO, Akasa Air, said:
Translating our purpose to serve every traveller with an innovative yet simple alternative required a modern and confident symbol. The Akasa Air brand identity encapsulates the collective spirit of flying and the individual pursuit of dreams for each of us. It is our promise to all, regardless of backgrounds or beliefs, that it’s your sky, your dreams, your passions, and your personal journey, and Akasa Air is honoured to be a part of it.
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Belson Coutinho, CoFounder and Chief Marketing & Experience Officer, Akasa Air, said:
We wanted our logo to be simple, easy-to-recall and connect with our brand ethos. The Rising A seamlessly connects aviation & ascension and exudes warmth, dependability, freedom, and motion. We believe that the sky embraces everyone and is no longer the limit. To bring this brand identity and promise to life, we are building a youthful, friendly, and dynamic culture of service and excellence, driven by a tech-led and sustainability-led strategy.
In partnership with Akasa Air, the positioning and identity have been crafted by 26FIVE India Lab, a Mumbai-based brand engagement firm and part of NYC-headquartered 26FIVE Global Lab creative network. The project for the agency was led by aviation specialist Girish Nair and global brand strategist Sophie Ann Terrisse.
Akasa Air is a new Indian Startup airline backed by Rakesh Jhunjhunwala, who will take a 40% stake in the airline for $35 million, giving the startup airline a valuation of $87.5 million. The carrier plans to offer commercial flights starting in the summer of 2022.
Akasa Air plans to follow an ultra-low-cost carrier (ULCC) model in India’s highly competitive aviation domestic market, which is dominated by Indigo. Akasa has received its initial regulatory approval, the no-objection certificate in October 2021. The airline has applied for the AOP (Air Operators Permit) which it expects to get early next year.
Featured image by Akasa Air
What do you think of Akasa Air’s brand identity, its choice of colours and its livery? Let me know in the comments section below.