Air India, under the ownership of the Tata Group, has introduced a contemporary and innovative brand identity along with a fresh aircraft livery, embodying the spirit of a dynamic and forward-looking India. This unveiling signifies a significant achievement in the Vihaan.AI transformation initiative, aimed at evolving the airline from a national institution to a source of national inspiration.
The reimagined appearance draws inspiration from the iconic Indian window design, a historical emblem of Air India, now reinterpreted as a golden window frame that takes centre stage in the new brand design system. This symbolizes a metaphorical 'Window of Possibilities,' reflecting the carrier's commitment to exploring new horizons.
The airline's new emblem, 'The Vista,' is derived from the peak of the golden window frame, representing boundless prospects, advancement, and the airline's confident and audacious vision for the future.
The brand-new aircraft livery and design for Air India encompass a colour palette featuring deep red, aubergine, and gold accents, complemented by a pattern inspired by the chakra. Alongside these visual elements, the introduction of the custom 'Air India Sans' font adds a remarkable touch, effectively blending assurance with affability. This font choice serves to position Air India as an esteemed, comprehensive, and accessible air carrier.
This comprehensive rebranding effort underlines the airline's determination to merge its heritage and traditions with modernity and progress. The intention is to embody the warmth and richness of Indian hospitality on a global stage. The collaborative endeavour, achieved in partnership with the brand transformation agency FutureBrand, strives to create a standout and prestigious brand identity for Air India, integrating its historical legacy with its aspiration for excellence and innovation in the future.
Travelers can expect to encounter the new logo and design components commencing December 2023, with the induction of Air India's inaugural Airbus A350 aircraft featuring the updated livery. Campbell Wilson, the CEO & MD of Air India, 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.”
Through substantial investments in enhancing the guest experience, Air India seeks to solidify its status as the preferred airline for travellers connecting to, departing from, and traveling within India. This rebranding marks a defining chapter in Air India's journey as it aspires to elevate its service and influence in the global aviation industry.
“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 concludes.