Low-cost-carrier AirAsia has announced a new corporate identity to mirror its ‘10 Awesome Years’ campaign, incorporating new weekend staff uniforms and a television commercial.

The new strategy was launched in December 2011, coinciding with the airline’s ten year anniversary.

AirAsia group head of commercial Kathleen Tan highlighted the various changes and upcoming initiatives in the works.

“In AirAsia, we take branding very seriously. Low fares do not mean we have to be cheap,” Ms Tan said.

“AirAsia’s branding has always embodied the spirit of being bold, innovative, dynamic and progressive in everything we do.

“We are excited to give our look, feel as well as our plane livery a little contemporary 'facelift'”.

Ms Tan gave praise to the company’s CEO for his hard work and leadership.

“The credit goes to our Group CEO, Tan Sri Tony Fernandes whose individual charisma and dynamism has breathed a lot of life into the AirAsia brand.”

Some of the already-introduced implications of the new campaign include the elimination of counter check-in fees, baggage price reductions and revised meals costs.

More announcements, including the route itineraries for AirAsia Japan, are expected in the near future.