AirAsia X is the long-haul subsidiary of AirAsia, the largest budget airline in Asia. Established in 2007, the Malaysian airline offers both middle-distance and long-distance flights across the continents of Asia and Europe through the sale of low-cost tickets and efficient service. The logo of the low-cost airline reflects the goal of the company to make long-distance travel budget-friendly for a wide section of passengers.
The company logo has undergone a few changes since its inception. These changes reflect the growth, rebranding efforts, and strategic shifts the company undertakes. Importantly, the logo of AirAsia X has identifiable components that link it to the parent company, AirAsia. The article explores the evolution of the AirAsia X logo over the years.
The Genesis of the AirAsia X Logo (2007)
The first logo of AirAsia X mirrored the name of the old company, FlyAsianXpress, in an abbreviated form (FAX). The abbreviated wordmark in red was rendered casually, as if someone had applied a few brushes of paint to the canvas. The dynamic and playful-looking wordmark was written in a sans-serif typeface in uppercase.
Below the abbreviated form of the old brand name was written the name of the website. Again, written in a sans-serif font but in a smaller size, the letters appeared mostly in black, with only the supposed capital ones depicted in red. The logo design ensured brand consistency with its parent, AirAsia, by keeping the identifiable elements intact.
Refined Identity (2007 – 2022)
The first logo based on the original name of the company, FlyAsianXpress, or FAX, didn’t work out for the airline, for the logo was quite complicated and lengthy to get traction from the users. It was then that the airline decided to overhaul its logo, thanks to the idea floated by Tony Fernandes, the CEO of AirAsia. The idea was to have a logo that is easy to remember and understand. Consequently, the already recognisable logo of the parent company, AirAsia, was tweaked a little to convey the focus of the company on long-haul flights using the letter “X.”
The redesigned logo featured the image of a painted stroke of X in red with the brand name “AirAsia” executed in two lines using cursive letters in white. However, the rebranding effort of the airline had its share of challenges as well. For instance, the logo resembled the St. Andrew’s cross or medical services, and not an emblem that symbolised budget-friendly global air travel. The idea behind the letter “X” also highlighted ambition and growth, which unfortunately didn’t click with the target audience. It showed how a creative idea may not be readily understood by all and sundry.
The Current Logo Design (2022 – Present)
The year 2022 saw the airline roll out a new branding strategy by crafting a new logo. It featured a solid red circle to symbolise the globe and the wordmark “AirAsia X” in an italicised sans-serif typeface in white. The design was reminiscent of the previous logo design of its parent company. The solid red circle resembling a globe conveyed the image of an airline that offers long-haul flights across destinations in China, Japan, and Europe at budget-friendly price points.
In fact, the image of a globe pointed out the goal of the airline: to connect destinations around the world at affordable fares. Besides, the diagonal orientation of the wordmark symbolised the taking off of a plane and soaring into the skies with speed. Again, like the previous avatar, the logo received a mixed response, with some identifying it with the smiley face often associated with horror movies. This again brought to the fore the challenges of creating something innovative and yet ensuring it remains identifiable and positive.
The Elements of the AirAsia X Logo
Font
The letters highlighted in the logo are executed in a bold sans-serif typeface and given a diagonal orientation to depict flight, growth, and success. The font used in executing the brand name aimed for perfection and embodied the enhanced flight experience and high standards offered by the airline.
Colour
The red colour of the globe symbolised the vibrant and energetic approach of the airline to compete in a hotly contested airline industry. Besides, the soft and white letters of the wordmark were introduced to make the visual identity easily recognisable.
How Are AirAsia and AirAsia X Different?
AirAsia X offers long-haul budget flights (more than four hours) to distant countries in Asia, Europe, Australia, and beyond. AirAsia, on the other hand, operates short-haul budget flights (under four hours) within Asia. Incidentally, both belong to the larger AirAsia Group. The aircraft used by AirAsia are comparatively smaller, such as the Airbus A320, which are ideal for short take-offs and landings. AirAsia X, on the other hand, uses wide-bodied aircraft such as the Airbus A330s to carry a large number of fliers across long distances.
Facts about AirAsia
- Founded in 2006 as Fly Asian Express (FAX) under the AirAsia Group of Malaysia.
- The first flight of the airline was to Australia in November 2007.
- Offers budget-friendly long-haul flights to distant destinations in Asia, Australia, and Europe without compromising on comfort and quality.
- Operates from two hubs – Bangkok and Kuala Lumpur – as of January 2024.
- Operates a fleet comprising Airbus A330-300 and A330-900 aircrafts known for comfort and efficiency.
- Offers several fare options, from economic base fares to fares that include seat selection, meals, and more luggage.
- Offers a range of in-flight entertainment in the form of music, TV shows, and games on individual seats.
- Offers a buy-on-board menu that allows passengers to buy beverages, meals, and delicious snacks while flying.
- Offers a hassle-free online booking procedure through a user-friendly website and a mobile app.
- Offers a “BIG” loyalty programme with value-added benefits such as points for future flights, exclusive promotions, and priority access to deals, among others.
Finally
The evolution of the AirAsia X logo signifies the journey of the airline over the years. Thus, from its origins as FlyAsianXpress to the established presence of AirAsia X, the logo has consistently conveyed a sense of affordability, adventure, and connection within the broader AirAsia brand. Over the years, the AirAsia X logo has maintained elements that constituted the branding of its parent company while carving out its own distinct identity. The evolution of the logo from a simple red typeface to a more sophisticated red and white design reflects the growth and positioning of the airline in the competitive long-haul airlines market.