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SA Express rebrand aims to distinguish regional carrier

South African Express has unveiled its rebranded operation at Johannesburg, which includes the adoption of an amended colour scheme and the formal identification 'SA Express'.

The regional carrier had stated last week that it would change its branding to help distinguish itself from South African Airways.

Its scheme still reflects the colours of the South African flag, but the airline is aiming to increase awareness of its operation in domestic and regional markets.

Chief Siza Mzimela says the objective of the rebrand is to ensure that SA Express is distinctive but still aligned with the mainline airline with which it co-operates.

SA Express has also introduced a tagline, 'We Fly For You', which aims to convey a "bespoke, personalised travel experience", says the carrier.

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