Akasa AirCopied

The airline, backed by the investor Rakesh Jhunjhunwala, unveiled its identity on 22 December 2021 in a release from Mumbai, and The Hindu, Business Standard and India Today all covered the reveal that day. Akasa Air presented the brand as a promise of a warm, reliable and affordable way to travel, built on what it called India's youngest and greenest fleet.

The Rising A is the heart of the system. According to the airline, it is inspired by elements from the sky, symbolising the warmth of the rising sun, the effortless flight of a bird and the dependability of an aircraft wing. The colours are called Sunrise Orange and Passionate Purple. "We wanted our logo to be simple, easy-to-recall and connect with our brand ethos," said co-founder Belson Coutinho.

The tagline It's Your Sky is meant as an inclusive promise. Founder and chief executive Vinay Dube said "The Akasa Air brand identity encapsulates the collective spirit of flying and the individual pursuit of dreams for each of us". The release credits the positioning and identity to 26FIVE India Lab, part of the New York based 26FIVE Global Lab network, with the project led by Girish Nair and Sophie Ann Terrisse.

In use, the orange symbol sits to the left of Akasa Air set in a rounded purple sans, with It's Your Sky in spaced orange capitals underneath. It is a soft, friendly look for an airline, closer to a consumer app than to the heraldic marks of older carriers, and the single A is simple enough to work on a tail fin and as a small app icon.