Air India's New Brand Identity and Aircraft Livery
25.08.2023 - 13:02
/ skift.com
/ Peden Doma Bhutia
The transformation of Air India from a national institution to a source of national inspiration will undoubtedly require time.
Nonetheless, in a significant step within its Vihaan.AI transformation — Air India’s five-year plan to establish itself, once again, as a world-class global airline with an Indian heart — the airline revealed a contemporary brand identity and a fresh aircraft livery on Thursday.
And yes, the iconic Maharaja that has been the Air India mascot for decades, is here to stay. As Campbell Wilson, Air India CEO and managing director, said, “The rumors of its demise have been greatly exaggerated. The Maharaja will live on and continue to be part of the airline’s journey into the future!”
As part of the Tata Group’s endeavor to transform the longstanding struggling Indian flag carrier into a prominent global aviation leader, Air India has pledged to acquire a minimum of 470 aircraft from Airbus and Boeing. This strategic commitment amounts to an approximate value of $34 billion.
Conveying the aspiration to establish the airline as a genuinely world-class and iconic carrier, evoking pride among every Indian, Chairman of Tata Sons, N Chandrasekaran, said the group has been working over the past 15 months to bring back the experience that Air India used to be known for.
“Our vision is to make this airline world class in terms of modernity and safety, technologically most advanced and exceptional in terms of customer service,” Chandrasekaran said.
Tata Sons and Singapore Airlines have also agreed to consolidate Air India and Vistara by March 2024. Tata Group owns a 51% stake in Vistara with Singapore Airlines owning 49%.
The reimagined new logo integrates the iconic Indian window shape, traditionally associated with Air India, transforming it into a gold window frame that takes a pivotal role in the brand’s fresh design system. The element, referred to as ‘The Vista,’ draws inspiration from the crest of the gold window frame, representing limitless possibilities progressiveness and confidence.
The logo has been designed in partnership with the brand transformation company, FutureBrand. “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 said.
1. While the airline has launched a new website and mobile app, a completely new customer care center will also be setup by the end of the year, said Wilson. The carrier will launch a new “open all hours, every day” customer contact center in nine Indian and foreign languages by the end of this year.
2. Air India will also be launching its completely redesigned loyalty program