Air India has unveiled its new brand identity, which aims to symbolize the new possibilities open to the recently privatized airline.
According to the airline’s press release, the new look is shaped around the reimagining of the iconic Indian window shape into a golden window frame, which became central to the new brand’s design system that is intended to symbolize the “window of possibilities”.
Air India is also introducing a new logo symbol, called ‘the Vista’. Inspired by the gold window frame, ‘the Vista’ is a symbol of limitless possibilities, progress and the airline’s bold new future.
The carrier’s aircraft will also wear a new livery, featuring “a palette of deep red, aubergine, and gold highlights, as well as a chakra-inspired pattern”. Passengers, plane-spotters and airport visitors will be able to see the new custom-made font, which spells out Air India on the side of the fuselage of the airline’s aircraft. The new font marries “confidence with warmth to position Air India as premium, inclusive, and accessible”.
Campbell Wilson, the Chief Executive Officer (CEO) of Air India, said: “The new Air India is bold, confident, and vibrant, but also warm and deeply rooted to its rich history and traditions that make Indian hospitality a global benchmark for standards in service.”
The new livery will be seen when Airbus delivers the airline’s first Airbus A350-900 in December 2023, Air India noted.
“Colours, patterns, shapes and how they come together and what they represent matter, but our actions speak so much louder. We are in the midst of a total transformation to reimagine the role of India’s flagship airline,” Wilson continued.
Since being privatized by Tata Sons in January 2022, Air India has undergone a massive transformation, including the introduction of a new website, app and customer contact center, plus the renovation of its lounges at Delhi Indira Gandhi International Airport (DEL), India, and New York John F. Kennedy International Airport (JFK). The airline has also announced a huge expansion of its lounge network globally.
But at the heart of the transformation has been the new management’s efforts to refresh its fleet, with Air India firming up orders for a total of 470 aircraft from Airbus and Boeing during the Paris Air Show in June 2023.
The airline “has now welcomed more than 5,000 new staff, including 3,200 Cabin Crew and nearly 1,000 Cockpit Crew, who are helping to drive the cultural transformation taking place at the heart of Air India,” the announcement concluded.