New Delhi: Air India on Thursday unveiled its new get up, as part of its transformation journey, which include the airline’s new logo. The new logo is a modern design with golden, red and purple colours. It will replace the old logo of a red swan and orange spokes inside the swan, inspired by the Ashoka Chakra.
The Vista, the new logosymbol for Air India, takes its inspiration from the peak of the gold window frame and stands for limitless possibilities, progress, and the airline’s bold, confident outlook for the future, Air India said in release.
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“The new logo that you see here today… the vista signified by that historically used window (the peak of the golden window signifies limitless possibilities, progress, confidence and all of it,” said Natarajan Chandrasekaran, the Air India chairperson.
“The airline believes that its modern new brand identity and new aircraft livery represent the spirit of a bold new India, marking a significant turning point in its Vihaan. The new look reimagines the iconic Indian window shape, historically used by Air India, into a gold window frame that becomes central to the new brand design system-symbolising a ‘Window of Possibilities’,” added the airline in its press note.
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The new logo will be seen to travellers starting in December 2023, when Air India’s first Airbus A350 enters the fleet with the new livery, according to the press release.
“Our transformative new brand reflects an ambition to make Air India a world class airline serving guests from around the globe, and that represents a new India proudly on the global stage. 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.
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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”, said Campbell Wilson, Air India chief executive officer and managing director.
Following Tata’s partnership with FutureBrand in December 2022, the rebranding initiatives of Air India progressed. Design and brand consulting are two services offered by Futurebrand. After being fully acquired by Tata Sons in January 2022, Air India underwent this rebranding. The task of promoting the brand went to McCann Workgroup India.
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According to media reports, the Maharaja’s presence was only to be restricted to first-class cabins and airport lounges operated by Air India. The airline’s mascot, the Maharaja, was conceptualised in 1946 by Bobby Kooka, a commercial director, who is also in charge of giving the mascot a personality and developing the airline’s brand around it.
The most recent action by Air India comes after CEO Wilson recently stated that the airline was prepared to launch a number of new services as part of the rebranding process. Vistara and Air India are likely to merge as they are both a part of the Tata Group, officials hinted.
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“We expect many of the practices and systems (in Air India) to be those of Vistara, it being a younger and privatised airline that has been able to bring in the learnings from its other shareholder (Singapore Airlines),” Campbell has said.
