Growing regional carrier SA Express proudly launches its new brand in its corporate offices at OR Tambo International Airport today.

Fifteen-year-old airline, SA Express, chose to refresh its brand to ensure that it is distinctive and positioned to build awareness and affinity in the domestic and regional markets.

Says CEO Siza Mzimela: “SA Express is excited to be evolving to a new brand era and we are so proud to present our brand to the world. The new proposition “We Fly For You” is set to position SA Express as a premier intra-regional African brand.”

The main objective of the re-brand is to ensure that SA Express is distinctive yet still aligned to the country’s mainline carrier. SA Express will also continue to build on its goal to offer the best possible service to our customers, and to become the regional carrier of choice whilst optimising profits.

The brand evolution was created by South African branding agency Brand-Leadership. “Aviation is a fast-paced, dynamic industry, so it is imperative for brands to refresh and reinvent themselves,” says branding specialist Thebe Ikalafeng, MD of Brand-Leadership. “SA Express’ unique positioning as an airline that takes a bespoke, personalised travel experience was the rationale behind the proposition “We Fly For You”,” he says.

The new brand mark is in line with the symbol and colours of the national flag, encouraging national pride. The new brand will be applied to all brand touch-points throughout the operation as well as the staff uniform.