SA Express offer the smaller, niche destinations that the mother company, SAA, do not. The motivation for re-brand of SA Express lies at the heart of this, along with the fact that it still needs to be visually related to the brand. Another factor is that the fleet consist of smaller executive jets, giving the flight experience a type of personalized journey. The result is a very simple 'express' icon and a house style that lends itself to exclusivity.
