AirAsia takes flight with new custom typeface

AirAsia has unveiled its very own typeface, AirAsia Sans.

Described as a bold and full of personality, the geometric sans serif font was designed to maintain an approachable personality through design that creates softer textures, a friendly tone and a humanistic touch - all while being modern, said Rudy Khaw, CEO of AirAsia brand co. (Abc.) in conversation with MARKETING-INTERACTIVE. 

"We were initially on a hunt for a new typeface when working on a bit of a brand design refresh. After exploring and reviewing some options, we realised that perhaps it's time for a brand like AirAsia to have its own branded font to give us a strong and consistent identity through a typeface that is not shared," added Khaw. 

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According to AirAsia, the new typeface is intended to go beyond lettering, serving as a visual expression of the brand’s identity across both skies and screens. A key point can be seen in the slanted cuts on some letters, taking inspiration from the upward slant in the AirAsia logo's baseline as well as the upward motion of an aircraft taking to the skies.

The tails on certain letters also offer a more humanistic touch and motion against an otherwise geometrically set. AirAsia Sans also has a set of cursive italic alternates that take inspiration from the font type used in AirAsia's current logo.

While the brand has been using the font for over half a year now, AirAsia sans will be brought across other brands in the group "where it makes sense", said Khaw. Passengers and fans can also expect to see AirAsia Sans rolled out on boarding passes, billboards, digital platforms and other branded touchpoints.

"It's about owning our brand, our look and our identity in its truest form. It's really not just a logo nor a colour. Especially as Abc. continues to build as a brand company, we want to place emphasis on the importance of brand in every output - design, voice, writing, photography, action etc," added Khaw. 

AirAsia Sans was created in collaboration with award-winning type foundry HrfType. HrfType was chosen as the airlines wanted to work with a font foundry that was Asean based. 

The launch of AirAsia Sans is part of a wider push by AirAsia to strengthen its brand identity through design, storytelling, and digital innovation. Most recently, it expanded its footprint in the digital realm with the official debut of "AirAsia World" on Roblox, creating a new playground for fans to explore the rich cultures of ASEAN through gaming.

Built around two central pillars — ASEAN exploration and rewarding experiences — the platform combines immersive gameplay with cultural discovery. Players can explore destinations inspired by ASEAN cities, take on gamified challenges, and collect in-game rewards, offering a virtual way to “travel” before experiencing it in real life.

Earlier, AirAsia Brand Co. (Abc.), the brand management and intellectual property arm of Capital A, introduced 'AirAsia Buds', an original IP created with Moonbug Entertainment and MiraiLab. The series features four playful characters inspired by the ASEAN region — a thrill-seeking tapir named Tappy, a foodie pygmy elephant named Bam, a trendy orangutan named Ogu, and Biggie, a mischief-making deal hunter from another planet. The characters embody curiosity, teamwork, and love, reflecting AirAsia’s vibrant connection with the community.

Steering these creative initiatives is Abc.'s creative director Regan Matthews, who was appointed in October 2024. In his role, Mathews oversees the airline’s creative strategy and helps deliver brand experiences that extend beyond travel, aligning with AirAsia’s vision of becoming an ASEAN creative incubator. Together, these initiatives illustrate AirAsia’s ambition to merge travel, technology, entertainment, and design — with AirAsia Sans serving as a visible and tangible step in this evolving brand strategy.

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