Air India is in the midst of a major transformation and one of the most important aspects of this transformation is a new brand identity. The airline has unveiled a bold new logo and livery which will roll out by the end of this year. Let’s take a look at what Air India’s new brand identity looks like.
New logo and livery
Air India has unveiled a “modern” new brand identity and new aircraft livery. The airline says that these “capture the essence of a bold new India”, adding that this marks the transformation of “the national institution into a national
inspiration”.
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’. Air India’s new logo symbol – ‘The Vista’ – is inspired by the peak of the gold window frame, signifying limitless possibilities, progressiveness, and the airline’s bold, confident outlook for the future.
Air India’s brand-new aircraft livery and design features a palette of deep red, aubergine, and gold highlights, as well as a chakra-inspired pattern. It also boasts a striking new custom-made ‘Air India Sans’ font, “marrying confidence with warmth to position Air India as premium, inclusive, and accessible”.
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.
said Campbell Wilson, CEO and MD, Air India.
Travellers will begin to see the new logo throughout their journey starting December 2023, when Air India’s first Airbus A350 enters the fleet in the new livery.
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 added.
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Big plans for the future
Air India has been making significant investments to improve the passenger experience and position itself as a premium airline.
The transformation of Air India’s fleet has already begun with the airline leasing and buying 20 widebody aircraft this year. A US$400 million programme to completely refurbish the interiors of its legacy fleet of 43 widebody aircraft commences mid-2024, which will lead to the installation of brand-new seats in every cabin, new inflight entertainment systems, and inflight Wi-Fi internet connectivity. By March 2024, 33% of the airline’s widebody fleet will be upgraded, and over the next two-and-a-half years, its entire long-haul fleet will be reborn.
The carrier will also launch a new “open all hours, every day” customer contact centre in nine Indian and foreign languages by the end of this year, as well as a completely redesigned loyalty program in early 2024.
The airline is investing in building completely new lounges at Delhi and New York JFK airports, having recently announced a global lounge network expansion, achieving 100% lounge access coverage for premium customers at all destinations in its international route network.
Thoughts
Honestly speaking, a lot of thoughts are running through my mind right now, both positive and (somewhat) negative. The first being the new livery. It is just not what Air India is and what it represents. Air India has always been a brand that has connected with Indians and has represented India all over the world.
Secondly, the colours and the font are a lot different than those currently in use. The livery looks bland and just not right. However, we will have to accept the fact that Air India, as a brand, is trying to move forward and become modern and leave its glorious past behind. Although it will be hard to forget Air India’s stunning livery, I am sure that the new livery will grow on me over time.
Air India has showcased how it will be able to use the new “window” shaped branding elements in different marketing places and at different passenger experience touch points. Seeing that, Air India seems to be foresighted and honestly, it looks good.
Let us hope for a bright future for Air India and see what the Tata Group has in store for the airline and if it actually is able to turn the image of Air India from negative to positive.
Featured image by Air India
All the other images by Air India
What do you think of Air India’s new branding? Let me know in the comments section below.
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