Founded in 1993, AirAsia is the leading airline in Malaysia and is known for offering low-cost air fares across domestic and international destinations in Asia and beyond. The visual identity of the red-and-white budget airline in the form of its logo has undergone a few changes since its founding. The airline has revolutionised air travel across the region and is known for its innovative business approach—facts that are reflected in its modern and dynamic logo design. The article delves into the evolution of the AirAsia logo over the years. It traces the symbolism of the various logo designs.
The Genesis of the AirAsia Logo
Taking Flight with a Blue Bird (1996-2002)
The first AirAsia logo was introduced in 1996, which represented the brand identity of the airline for five years. Interestingly, it was quite a departure from its present iteration. The original logo featured a solid blue vertically-oriented rectangle with a thin green stripe at the bottom, alongside the brand name in blue. The centrepiece of the emblem was the contours of a white bird (eagle) in flight, which symbolised the core business of the airline. It also reinforced the goal of the airline to soar high in the aviation landscape.
The dark blue rectangle and green stripe at the bottom were a nod to the Malaysian flag and showcased the roots and national pride of the airline. Thereafter, the brand name “AirAsia” followed the emblem in a bold and italicised sans-serif font to convey a sense of modernity. Although this logo was short-lived, it marked the beginning of the airline. However, it captured the desire of the airline for growth and excellence in aviation.
A Bold Splash of Red in a Handwritten-Inspired Script (2002–2009)
In 2002, AirAsia underwent a significant brand overhaul, which was reflected in its logo redesign. In this iteration, the bird motif was done away with in favour of a bold new design dominated by the brand name itself. The wordmark forming the logo design featured a diagonal and dynamic script in vibrant scarlet red colour inspired by handwriting.
This shift in logo design introduced the now-iconic red colour palette, typically associated with energy, passion, and progress. The logo design was somewhat similar in style to the logo of Virgin Atlantic. This hinted at the aspirations of AirAsia to be a major player in the aviation industry.
Refining the Red and White Icon (2009–2012)
The year 2009 ushered in a refined version of the logo that looked more cohesive and clearer. The logo had its core elements—the red colour and the brand name—intact. The angle of the wordmark was tweaked to make it appear more or less horizontal. The letters of the wordmark were bolder and thicker to let the logo appear more professional and stable.
Besides, these showed the budget carrier as safe, confident, and reliable. The new font used to execute the wordmark aimed for perfection and symbolised the high standards and enhanced flight experience delivered by the airline.
The Japanese Connection (2012–2020)
In 2012, AirAsia opened its Japanese division, and to celebrate the same, it added the red sun, which is symbolic of Japanese culture and also forms a part of its flag. It was aimed at letting the Japanese customers feel warm about AirAsia and building a bond with them. The delicate-looking wordmark in white, when placed against the red background of the sun, showed the focus of the airlines on growth and innovation.
The Current Logo (2020–Today)
The latest logo was redesigned in 2020, wherein the wordmark was changed to lowercase. The letters of the wordmark are featured in a bold and italicised sans-serif font. The new features of the logo are the three red dots that represent a hub for the airline and emphasise its vast network
The dots also show the commitment of the airline to providing high-quality service and ensuring fliers have a pleasant and memorable experience. The current logo offers a visual promise about how the airline is dedicated to enhancing operational efficiency and the travel experience of fliers.
The Elements of the Logo
Font
The logo of AirAsia features a distinct lowercase inscription in a custom-designed typeface. This font, while rooted in traditional bold sans-serif style, has been uniquely crafted for the brand. Also, the italicised letters of the brand name are characterised by an interesting design element: three red solid circles that overlap the main strokes of both the “I” and the “R.”.
While the AirAsia logo uses a custom-designed font, it shows some resemblance to existing typefaces. Fonts that share similar characteristics include FF Neuwelt Black Italic, Oceanwide Pro Heavy Titled, and Brother Heavy Italic. However, the AirAsia font has been specifically modified in its contours and details to create a unique visual identity..
This custom typography contributes significantly to the brand recognition of AirAsia. It combines boldness and fluidity in a way that reflects the dynamic and accessible nature of the airline. The result is a logo that is both stylish and instantly identifiable. It represents the AirAsia brand across various media and platforms effectively.
Colour
The choice of red and white colours in the AirAsia logo is deliberate. Red, as mentioned earlier, signifies passion, dynamism, and progress—qualities that are embodied by AirAsia. In Asian cultures, red also carries connotations of good luck, happiness, and prosperity. White, on the other hand, represents simplicity, purity, and affordability, which perfectly aligns with the budget-friendly image of AirAsia.
Facts about AirAsia
- Founded on December 20, 1993, by DRB-HICOM, a government-owned conglomerate.
- Initially known as AirAsia Berhad.
- Tony Fernandes is the CEO.
- Headquarters in Sepang, Malaysia.
- Largest airline in Malaysia.
- Low-cost airfares were introduced in 2002.
- Named the best low-cost airline in the world by Skytrax for 11 years (2009–2019).
- Awarded as the leading low-cost airline in the world at the World’s Travel Awards.
- Incorporated in 2004 with a public listing on the stock exchange of Malaysia
- Long-haul budget flights were introduced in 2007.
- Conducts operations in Malaysia, Thailand, Indonesia, India, and the Philippines.
- Operates both short- and long-haul flight services.
- Uses a universal ticketing system to keep its costs low.
- The total fleet consists of 255 aircraft and serves 165 destinations globally.
- Largest buyer of the Airbus A320.
Finally
The evolution of the AirAsia logo is a testament to the journey of the airline in the highly competitive aviation industry. From a simple white bird to a dynamic red script, and finally to the sleek and modern version we see today, the logo has reflected the growth and transformation of AirAsia. It stands as a symbol of affordability, dynamism, and a commitment to connecting people across Asia and beyond.