In a historic move by Tata group, Air India will now have a new brand image, moving away from the legendary Maharaja theme-based image that it projected until now.
A new logo along with new aircraft livery has been created to give the brand, a new image.
The new logo- ‘The Vista’, signifies limitless possibilities, progressiveness and a bold outlook for the future. The logo draws inspiration from the iconic Indian window shape, symbolic to ‘Window of Opportunities’.
Air India has been working on the new logo for as many as 15 months. The new logo will replace the old one which was that of a red swan with orange spokes, inspired by the Ashoka Chakra.
The new logo has been designed in partnership with FutureBrand, a brand transformation company. The new livery features a palette of deep red, aubergine, and gold highlights. It has a chakra-inspired pattern and the new font for Air India is also a “custom-made Air India Sans” font.
The company will undergo many other changes that include a new website and mobile app. The brand will also invest in building new lounges at Delhi and New York’s JFK airports.
The new logo will be visible on Air India’s aircrafts from December 2023, when Air India’s first Airbus A350 enters the fleet in the new livery.
Recently, Air India placed an historic order for 470 aircraft and announced massive outlays for refurbishing existing aircraft and IT upgrade. The airline aims to fly an entirely new long-haul fleet by the end of 2026.
However, the Maharaja has not been completely discarded. Its silhouette has been reserved which will be visible on aircraft crockery and glassware. After all, it has an iconic association with the airlines since 1946.
According to Air India chief executive Campbell Wilson, “In India, we are going to be using it (Maharaja) but a little more in the background than historically been the case. Overseas, it is not understood to the same extent as it is in India, so we have to choose more judiciously,”
