ANA HOLDINGS & Air Japan Co. today unveiled a new International medium haul airline – AirJapan with a new kind of air travel experience that is neither a full-service nor low cost carrier.

ANA Group announced in Fall 2020 a new airline brand as part of the transformation of its business model to pursue sustainable growth and the ability to quickly respond to a wide range of customer preferences.

To date, the brand name, logo and aircraft design have been finalised. It is expected to launch in the second half of FY2023. Routes and dates of the scheduled first flight hasn’t been announced. ANA is closely monitoring trends in the recovery of demand for international flights.

The brand philosophy is ”Fly Thoughtful”. It expresses the airline’s caring, thoughtful and gentle approach. The airline aims to create a new kind of air travel experience based on both Japanese ideas and a commitment to quality.

The brand name ’AirJapan’ was selected to convey to people around the world that it is a Japanese airline and that customers can expect ”Japanese Quality”. The logo is based on the (Ai)r and J(Pa’an) featured in the brand name, and is inspired by the image of a kind and thoughtful hand-to-hand interaction.

The brand’s colour combines traditional Japanese colours ”Ai (Indigo)” and ”Akebono (sunrise)”. The indigo colour expresses the skills and careful technique involved in the traditional Japanese art of dyeing, a complex process which requires ”Trust & Thoughtfulness” from the artisan. The sunrise colour was inspired by the spring season of Japan and represents comfortable warmth to demonstrate our commitment to ’Comfort & Care’. A trademark application for the company logo has been filed.

Details of the inflight specifications and services will be unveiled later.