Air India unveils new brand identity, aircraft livery
- In Reports
- 11:38 AM, Aug 11, 2023
- Myind Staff
Air India on Thursday unveiled a new logo, brand identity, and aircraft livery as the airline moves ahead with its transformation plan since being taken over by Tata Group more than one-and-a-half years ago.
The airline's new logo includes a modern design with golden, red and purple colours. It will replace the old logo of a red swan and orange spokes inside the swan, inspired by the Ashoka Chakra. Designed by FutureBrand, the new look will lift Air India’s ranks in world aviation, Chief Executive Officer Campbell Wilson said at the event.
The new look re-imagines the iconic Indian window shape, historically used by Air India, into a gold window frame that becomes central to the new brand design system. It symbolizes a 'Window of Possibilities', according to a release.
According to the official statement, 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."
Further, Air India’s new aircraft livery and design features a palette of deep red, aubergine, and gold highlights, as well as a chakra-inspired pattern. It also houses a custom-made ‘Air India Sans’ font.
"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," Air India said in the statement.
The airline’s chairman N Chandrasekaran said that Air India aims to have the “best technology” in the next 9-12 months and that the airliner is putting all of its information technology systems in place as it looks to rise as a serious contender in Indian and foreign skies. “The best of artificial intelligence and machine learning will be on Air India,” he added.
Chandrasekaran said that the company is focusing on upgrading all human resources in the airline and that its immediate priority is to refurbish its entire fleet to bring it to an “acceptable level”.
Campbell Wilson, Air India CEO & MD, said, “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.”
"Air India is a passion, big national mission. Our aim is to make this airline a truly world-class airline that every Indian will be proud of. Fully committed to this journey until we make this happen sooner," said Tata Sons chairman N Chandrasekaran.
"Our vision is to make this airline world-class in terms of safety. Air India requires a lot of work in technology, fleet, maintenance, and ground handling and we are focusing on upgrading all Human Resources aspects in the airline.
"We have made the largest fleet order in narrow and wide body and it will take some time to deliver those. The aim is to have the best technology in the next 9-12 months. Will have best of machine learning in Air India," said Chandrasekaran.
Tata Sons acquired a 100 percent stake in loss-making Air India on January 27, 2022, through its fully-owned subsidiary, Talace Private Limited. Later, it announced that Air India and Vistara will be merged into one entity, which is estimated to be completed by March 2024. Singapore Airlines will have a 25 percent stake in the newly merged entity.
Apart from this, Air India Express and Air Asia India will also be merged to create a single low-cost carrier airline.
In June, Air India signed the purchase agreements with Airbus and Boeing for its mammoth 470-aircraft order announced in February, with deliveries of the new aircraft starting in November this year. The purchase agreements for the two orders–worth $70 billion by the aircraft’s list price–were signed on the sidelines of the Paris Air Show.
Apart from the 470 planes that make up the firm order, Air India will have options to buy another 370 planes – 300 from Airbus and 70 from Boeing.
"The transformation of Air India’s fleet has already begun with the airline leasing and buying 20 widebody aircraft this year. A $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," said Air India.
Image source: NDTV
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