Singapore based low-cost airliner Tiger Airways has gone for an image makeover, changing its name to 'Tigerair' along with a brand new logo. The new look has the airliner dropping the 'leaping tiger' logo for a suave 'Tigerair' font with a blush of orange accents to give it a contemporary feel. SMU Associate Professor of Marketing (Education) Dr Seshan Ramaswami said that the new look is a welcome change from the older tiger leaping logo which he felt was "a little brash" and "in-your-face". He added: "(The new logo) signals a change from an aggressive emphasis on price alone to slowly developing other competitive advantages."