Air India unveils new brand identity

AIR India has unveiled a new global brand identity, including redesigned aircraft livery and refitted interiors as well as a new website, mobile app and loyalty program.

At the centre of the new look is a gold window frame, a transformed version of the carrier’s existing iconic Indian window shape, which symbolises a ‘Window of Possibilities’.

The new logo symbol, called ‘The Vista’, is inspired by the peak of the gold window frame, representing “limitless possibilities and progressiveness”. Travellers can expect to see the new logo starting December 2023, when the carrier’s first Airbus A350 enters its fleet donning the new livery.

The Tata Group-owned airline has also revealed brand-new aircraft livery, featuring a palette of deep red, aubergine and gold highlights, along with a chakra-inspired pattern and custom-made “Air India Sans” font.

“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,” Air India CEO and Managing Director Campbell Wilson said.

“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.”

Complementing its new branding, Air India has also launched a new website and mobile app with vastly improved user experience and new digital tools and features. 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 revamped loyalty program in early 2024.

Additionally, the airline has confirmed a US$70 billion order for 470 aircraft from Airbus and Boeing, with deliveries to start in November, and said it will also undertake a US$400 million program to completely refurbish the interiors of its widebody aircraft fleet, with 33% of its planes expected to be upgraded by March 2024.

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