Celebrating the fierce image replaced with a “smiley face” – Tigerair Taipei-Singapore from NT$1,999

Reported by You T-Ru / Taipei photography & reporting




▲ Left: The new logo; Right: The old Tigerair logo. (Photo / Provided by Tigerair; sourced from Wikipedia)


In response to its younger demographic, the Singapore-based low-cost carrier has retired its previous logo. Tigerair CEO Koay Peng Yen stated: “The ultimate goal of travel is to create limitless experiences and memories.” The airline’s new “tigerair” logo ditches the old fierce imagery and instead features rounded gray-black lettering, accented with two orange-yellow touches symbolic of the Tigerair brand.

Designed by Singapore-based agency The Little Secret Agency, the new logo embodies warm, passionate, and genuine service traits. Tigerair’s marketing director Hsieh Kai-er noted that the letter “g” symbolizes a tiger’s tail and subtly incorporates an orange smiley face. Meanwhile, the two dots on the grey and orange “i”s represent friendly connections between the airline and its customers. The small circles atop the two “i”s resemble the eyes of service staff offering a smile.


▲ Tigerair Marketing Director Hsieh Kai-er.
Tigerair stated that the full brand image renewal is part of its commitment to expanding its presence in the low-cost aviation market and achieving sustained growth over the coming years. Alongside the brand update, the airline has also redesigned its official website to enhance the passenger experience. The newly launched mobile and web booking services offer greater convenience—travelers can now easily book, select seats, and check flight details via the Tigerair app on their smartphones.

To celebrate the new logo, Tigerair is launching a special promotion for the Taiwanese market. From August 13 to 19, it will offer Taipei–Singapore fares starting at NT$1,888 one-way, valid for travel between September 1 and November 19. Travelers planning a trip to Singapore may want to take advantage of this offer.