The erstwhile national carrier now owned by the Tata Group, Air India, has completely overhauled the airline and launched a completely new identity with a new stylish livery at the rebranding event in New Delhi. As per the first phase of rebranding, the airline with start rolling out changes starting December 2023, when it is also expected to receive its new Airbus A350 aircraft.
This will be followed by the phased launch of the new website, mobile app, loyalty program and refitted interiors. The new global identity with a redesigned logo, design and livery is inspired from the airline’s rich, historical legacy, which lives in the hearts of millions of Indians.
The updated Air India brand design system incorporates the Indian window shape, which has been historically used by the airline, and transforms it into a golden window frame. The airline said this frame represents a ‘Window of Possibilities’ and serves as the focal point of the new look.
The new logo symbol, called ‘The Vista’, is inspired by the peak of the gold window frame, representing the airline’s progressive and confident outlook for the future. The updated aircraft livery features a color palette of deep red, aubergine, and gold highlights, along with a chakra-inspired pattern.
Additionally, a new custom font called ‘Air India Sans‘ was created to convey warmth and confidence, positioning Air India as a premium, inclusive, and accessible airline. The rebranding has been done in partnership with London-based FutureBrand.
Campbell also announced that they will not be retiring the iconic ‘Maharaja’ mascot of Air India instead they will integrate the mascot in its new design elements and products. A new look of the Maharaja was also revealed at the event.
Sharing his thoughts on the Air India rebrand, MD and CEO, Campbell Wilson on the ocassion said, “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. 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.”
He added that Air India is making significant investments throughout the guest experience to elevate its service and to strengthening its position as the preferred airline for travellers flying to, from, and within India.
In January 2022, the Tata Group took control of Air India and Air India Express from the government after completion of the disinvestment process.
Akasa Air currently holds a market share of 4.9 per cent in the domestic aviation industry with passenger load factor of over 84 per cent since the beginning of its operations. With over 3,000 employees, the airline plans to increase its employee strength to over 3,500 by March 2024 to support its expansion plans.
