Carriers go for colour and chic

Makeover seems to be the latest obsession with the airlines. With so many airlines dotting the Indian skies, the need to have a distinct look is foremost for these carriers.

After sprucing up the interiors and having the crew wear designer outfits, it is now time for designing a whole new appearance for the aircraft and carriers are experimenting with colours and motifs to create unique identities for themselves.

Says Ajay Singh, director Spice Jet, "As competition intensifies, we need several differentiators and external design is going to play a big role." For Alex Wilcox, chief executive officer of Kingfisher Airlines, the logo for the airline is a brand statement for the second largest spirits company in the world, which has now diversified into flying business.

The conventional blue and white are things of the past. Airlines companies have hired advertising and creative agencies to design a new look for them that also gel well with the theme.

From Indian mirchi and Kerala temple elephant to the colourful kingfisher bird, carriers are using all sorts of motifs to create a brand identity for themselves.

As corporate identity assumes increasing thrust, airlines such as Go Air, Yamuna Airways and Magic Air that are yet to hit the tarmac, have, have already started looking for designers to design the corporate logo and the look for their respective aircraft.

Says Gopika Chowfla, creative director at Gopika Chowfla Consultants, who had conceptualised the identity and logo of Spice Jet, "We had to create a personality for Spice Jet and we chose to represent the aircraft in the colours of India." The company used traditional colours such as red (mirchi) and saffron (turmeric) to create the 'spicy' look for the airline.

Ditto for Air India Express, which hired Mudra Communications as their makeover specialists. According to Sanjeev Gauba, vice-president Mudra, Air India Express had to incorporate the 'India' theme and therefore we zeroed down on traditional motifs such as the rangoli, a Rajasthani camel and kites to be used on the tail of the aircraft.

Chowfla believes that the external look for an airline is the first interface for a consumer who would want to fly with the airline. The appearance conveys about the brand and gives an idea to consumers of what to expect from the product and service, she adds.

With all these airlines going red and yellow, it is going to be a virtual kite festival on Indian skies.