Our first challenge was how to harness the powerful AirAsia red, but make it more distinctive. Next, we were asked to celebrate AirAsia’s pan-Asian heritage and affiliations. We needed to create an identity that had a personality that was simple, bold, and fun.

Our answer, quite simply, was to reduce it. Less red. And against a new black-and-white background, the AirAsia red stands out more, looking stronger, fresher and bolder. The word mark is now a simple red badge, set off against a more dynamic patterned look that creates some contemporary dash. Next, we designed a series of black and white patterns inspired by the cultures of Asian destinations to complement the new AirAsia logo. Creating inspiration for AirAsia’s own internal designers and giving them loads of designs to play with to keep the look fresh.

From the booking app and website to the check-in counter, to on-board merchandise – AirAsia now proudly sports a cool, bold look – ready for an even bigger set of challenges.