AirAsia X Logo PNG
The logo of AirAsia X, a subsidiary of the Malaysian low-cost airline AirAsia, specializes in long-haul budget flights and represents the company’s goal of making long-distance travel affordable for a wide range of passengers. It signifies AirAsia X’s focus on providing cost-effective long-distance air travel, creating new opportunities for travelers from Southeast Asia and beyond.
AirAsia X: Brand overview
AirAsia X, a division of the Malaysian low-cost airline AirAsia Group, was established in 2007. Tony Fernandes, the founder of AirAsia, had the brilliant idea to launch this brand, applying the low-cost carrier model to long-haul routes. This was a novel strategy because the low-cost model had previously only been used for short—and medium-distance travel.
The company conducted its inaugural commercial flight from Kuala Lumpur to Gold Coast, Australia, on November 5, 2007. This route was purposefully chosen to showcase the possibilities of low-cost, long-haul travel while connecting Malaysia with a popular tourist attraction.
2008 saw the fast expansion of the route network with the introduction of flights to Hangzhou, China, and Perth, Australia. The airline started flying long-haul routes using wide-body Airbus A330-300 aircraft, which increased passenger capacity and efficiency.
A major milestone was reached on March 11, 2009, when the company began service on the Kuala Lumpur to London (Stansted) route, marking the airline’s first trip to Europe. This was the longest low-cost carrier flight in the world at the time.
As it grew, 2010 saw the firm add new Airbus A330 aircraft to its fleet. Opening new routes, such as those to Tokyo, Japan, and Taipei, Taiwan, strengthened the airline’s standing in the Asian market.
In 2011, the airline took a significant step in expanding its footprint in East Asia by operating flights to Seoul and entering the South Korean market.
Amidst the Eurozone’s economic crisis and rising fuel prices, the company discontinued its flights to Europe in 2012. This was done as part of a plan to optimize its route network and focus on more profitable routes in Asia and Australia.
The business raised extra money for development in 2013 by holding an initial public offering (IPO) on the Malaysian Stock Exchange. To increase the size of its fleet, the company made a sizable order for brand-new Airbus A330-300 aircraft that same year.
By forming subsidiaries Thai AirAsia X and Indonesia AirAsia X in 2014, the company increased its footprint in Southeast Asia and added new hubs for long-haul flights.
The airline experienced financial challenges in 2015–2016 due to fierce competition and currency fluctuations. As a result, the company reorganized, streamlining its route system and cutting expenses.
Following the restructuring, the airline returned to the North American market in 2017 and began expanding again by launching new routes, including one to Hawaii in the United States.
By expanding its service on current routes and adding new destinations, the airline focused on bolstering its position in the Asia-Pacific region in 2018–2019.
The company was obliged to drastically reduce its operations and start a restructuring process in 2020 due to extraordinary obstacles that required the airline to adapt to the changing market realities.
Meaning and History
The logos of AirAsia X have evolved, but they have always kept recognizable elements that link back to the parent brand, AirAsia. The red color and distinctive font connect with AirAsia’s identity, symbolizing dynamism, energy, and an innovative approach that defines the entire group. Meanwhile, the AirAsia X logos carry a special meaning that highlights the company’s focus on long-haul flights. Through its logos, AirAsia X aims to convey the concept of making long-distance travel accessible to a broad audience.
What is AirAsia X?
It is part of the Malaysian budget airline AirAsia, specializing in affordable long-haul flights. It strives to make faraway places accessible to all kinds of travelers through low-cost tickets and efficient service. With hubs in Kuala Lumpur and Bangkok, AirAsia X flies to destinations in Asia, the Middle East, and Europe using its modern Airbus A330 planes.
2007
In 2007, AirAsia X, originally called FlyAsianXpress or FAX, introduced a logo that reflected its mission and approach. The red letters in its name boldly stated the airline’s focus on being fast and affordable. As part of AirAsia, AirAsia X followed the same core idea of providing low-cost flights without compromising comfort, aiming to make flying more accessible to a wider audience.
Choosing red for the logo was thoughtful, as it symbolizes the airline’s energetic and passionate approach to the industry. AirAsia X set out to change our thoughts about long-haul flights by offering budget-friendly options without lowering service quality.
The design, especially the extended “X,” was creative and meaningful. It subtly suggested the airline’s specialty in long-distance flights, pointing to its goal of connecting places like Malaysia and Australia. This design spoke of the distances AirAsia X covers and its ambition to connect different parts of the world.
The stretched “X” helped set AirAsia X apart from AirAsia and other airlines. It highlighted its unique offer: long journeys to distant places at competitive prices, challenging the usual costs of long-haul travel.
2007 – 2022
Choosing a name for AirAsia X was initially tricky. The first name, FlyAsianXpress, or FAX, didn’t quite click with people because it was too long and complicated. Tony Fernandes, an entrepreneur with big ideas, saw the need for a name that was easy to remember and stood out. He built on AirAsia’s already successful image by adding ‘X’ to signal the new focus on long-haul flights.
When it came to rebranding, they faced more hurdles. The logo, with “AirAsia” inside a big red St. Andrew’s cross, was meant to be bold and set the airline apart. However, it reminded people of medical services rather than suggesting speed and global travel. This mix-up showed how crucial design is in ensuring people see your brand as you want them to.
The ‘X’ in AirAsia X was supposed to mean more than just longer flights; it was also a nod to planes taking off, symbolizing growth and ambition. But this idea wasn’t straightforward for everyone, highlighting the tricky balance in branding between being creative and being easily understood.
2022 – today
In 2022, AirAsia X introduced a new logo that reflected its expansion to new destinations, including China and Europe. This logo featured a red circle that resembled a globe, fitting AirAsia X’s image as a forward-thinking airline that expands the possibilities of affordable long-haul flights. This globe symbolized the airline’s goal to connect the world’s different parts.
The logo used soft white letters similar to AirAsia, ensuring the brand was easily recognized. The layout mirrored a plane’s takeoff, with words rising from bottom to top, representing growth. A bold ‘X,’ doubling as an airplane, added energy to the design, implying speed.
Yet, the logo received mixed reactions, showing how tricky it can be to convey the right message. Some people thought the globe looked like a cross-eyed smiley face from horror movies, a connection the airline didn’t intend. This unexpected interpretation highlighted the challenge of logo design: creating something memorable while also being clear and positive.
The logo’s mixed reception shows how personal tastes and cultural backgrounds can influence how we see visual symbols. While it aimed to showcase AirAsia X’s bold vision and wide reach, the unintended association with horror films points to the complexities of visual branding. This case highlights the ongoing challenge for brands to strike a balance between being innovative and being understood, especially in a global context.