Air India took another massive step in its journey as a private airline under the Tata Group, unveiling a brand-new logo and livery.
The Government of India-owned airline was privatised in early 2021 and is aiming to become a premium airline in the world.
The ‘Maharaja’ which has symbolised Air India since 1946, will take a back seat. It’s not being completely removed, but the red and white colours and the rising sun tail are gone.
As the airline grows, CEO Campbell Wilson said, it wanted to move beyond the Maharaja, which may not be as well known outside India, but the company wanted to retain the elements of the mascot that spell hospitality and service.
The airline’s new logo is in customised font and includes a design with golden, deep red and aubergine purple colours, and will replace the old logo of a red swan with orange spokes. The new logo will be called ‘The Vista’.
“The vision we have for the airline is also in the backdrop of a new resurgent India where the aspirations of everyone are limitless,” chairperson N Chandrasekaran said.
Air India’s fresh look
Like Emirates and Etihad, the new livery will be a flying advertisement of the airline as the new logo will now appear prominently on the belly and along the side of the fuselage. The tail will include a mixture of the golden window edge, iconic red, and purple from Vistara, a nod to the airline’s history and future. The planes will have red wingtips and gold accents on the belly.
The new look reimagines the iconic Indian window that has long been part of the livery, into a gold window frame, symbolising a ‘Window of Possibilities’.
The livery will be rolled out in December when it is featured on the first Airbus A350 it receives as part of its record-breaking 470-plane order with both Airbus and Boeing.
Wilson added: “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.”
Explaining the new logo, an Air Indian statement added: “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.”
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