It’s the newest bird in the sky. The soon-to-be-launched, ultra-low-cost airline Akasa Air unveiled its brand identity on Wednesday.

The Rakesh Jhunjhunwala-backed airline has crafted what it calls ‘The Rising A’ as its symbol. Akasa says it represents the spirit of flying, the aim of height and the pursuit of dreams.

The airline has chosen the tagline ‘Its Your Sky’, which it says “encapsulates an inclusive brand experience by reminding us that the sky embraces everyone.”

The colours of the livery unveiled by the airline include ‘Sunrise Orange’ and ‘Passionate Purple’.

On the unveiling of the brand identity, Vinay Dube, Akasa Air Founder, MD and CEO said, “Translating our purpose to serve every traveller with an innovative yet simple alternative required a modern and confident symbol. The Akasa Air brand identity encapsulates the collective spirit of flying and the individual pursuit of dreams for each of us.”

He added, “It is our promise to all, regardless of backgrounds or beliefs, that it’s your sky, your dreams, your passions, and your personal journey, and Akasa Air is honoured to be a part of it.”

Belson Coutinho, Co-Founder and Chief Marketing & Experience Officer, Akasa Air explained, “We wanted our logo to be simple, easy-to-recall and connect with our brand ethos. The Rising A seamlessly connects aviation & ascension and exudes warmth, dependability, freedom, and motion. We believe that the sky embraces everyone and is no longer the limit.”

Akasa Air, in a media statement, said 26FIVE India Lab, a Mumbai-based brand engagement firm and part of NYC-headquartered 26FIVE Global Lab creative network, is behind the identity crafted for the airline. They added the project for the agency was led by aviation specialist Girish Nair and global brand strategist Sophie Ann Terrisse.

Akasa Air, which received its no objection certificate from the Ministry of Civil Aviation in October, is expected to take to the skies in the summer of 2022.

In November, the airline signed a deal with Boeing for 72 fuel-efficient 737 MAX aircraft at the Dubai Air Show. The order is valued at approximately $9 billion.