Fly Jinnah (FJ), a low-cost air carrier for domestic routes, unveiled on Wednesday its new visual brand identity centring around the colour red.

FJ is a joint venture between Lakson Group, one of Pakistan’s leading business conglomerates, and the Air Arabia Group, operator of the first and largest low-cost carrier of the Middle East and North Africa. The Pakistan Civil Aviation Authority granted it a Regular Public Transport licence last year after approval from the federal government.

The colour red was chosen since it reflected the carrier's "young and modern spirit" while its new logo represented "motion and continuity", said a press release issued by the airline.

The press release outlined the carrier's brand values as ambition in offering value to customers and connecting global communities; sincerity, honesty and willingness to achieve more and grow while striving to improve; and inventiveness in devising creative solutions while remaining focused, practical and efficient.

"Inspired by the logo and the brand ethos, Fly Jinnah’s aircraft livery reflects a modern airline that is aspiring, energetic and constantly on the move," the press release reads.

It quoted Chairman Iqbal Ali Lakhani as saying that the visual identity's reveal was carefully chosen to reflect the evolution and progression of Pakistan's aviation needs.

He said the airline would not only serve the aviation industry but also contribute to the country’s infrastructure, tourism, business travel and the creation of new jobs.

"Fly Jinnah will be a catalyst to the country’s economic growth," the statement quoted him as saying.

Lakhani said the aviation industry was an economic engine and a crucial sector for sustainable development that provided significant social benefits.

"We are excited to provide increased frequencies on domestic services and create more direct flight services between Pakistani cities and the world.

"Fly Jinnah, as a private Pakistani airline, is established to fulfil this purpose while realising the potential that currently exists in developing Pakistan’s air transport sector," the press release quoted him as saying.

It added the airline was in the process of obtaining its local air operator’s certificate that would grant it the right to operate flights. FJ would initially be based in Karachi and serve domestic routes before expanding its network internationally, the press release said.