On Thursday, Air India, backed by Tata, revealed its fresh brand identity as part of its ongoing transformation journey. The airline’s new logo features a contemporary design highlighted by golden, red, and purple hues, replacing the old logo which depicted a red swan with orange spokes, inspired by the Ashoka Chakra.
The new logo, called “The Vista,” draws inspiration from the peak of a golden window frame, embodying limitless possibilities, progress, and the airline’s forward-looking and confident perspective for the future, as stated in the company’s press release.
Air India views its modernized brand identity and updated aircraft livery as a reflection of a resolute and modern India, signifying a pivotal juncture in its evolution.
The company noted, “The new design reimagines the iconic Indian window shape historically associated with Air India, transforming it into a golden window frame that becomes the centerpiece of the new brand design system—a representation of a ‘Window of Possibilities’.”
Campbell Wilson, CEO & MD of Air India, remarked, “Our transformative new brand reflects an ambition to make Air India a world-class airline serving guests from around the globe, representing a new India proudly on the global stage. The new Air India is both bold and vibrant, exuding confidence, while remaining deeply connected to its rich history and traditions that have set the global benchmark for hospitality in Indian service standards.”
The airline’s partnership with Futurebrands, initiated after Tata’s complete acquisition of Air India in January 2022, played a pivotal role in these rebranding efforts. The comprehensive redesign of the brand was entrusted to McCann Workgroup India.
Reports indicate that the presence of Air India’s mascot, the Maharaja, will be limited to first-class cabins and airport lounges operated by the airline. The Maharaja, conceptualized in 1946 by Bobby Kooka, a commercial director, was responsible for giving the mascot personality and building the airline’s brand around it.
This recent step taken by Air India follows CEO Campbell Wilson’s announcement of numerous new services being launched as part of the rebranding endeavor.
In light of the Tata Group’s connection to both Vistara and Air India, speculation is rife about a potential merger between the two airlines. Campbell Wilson previously commented, “We expect many of the practices and systems in Air India to be those of Vistara, it being a younger and privatized airline that has been able to bring in the learnings from its other shareholder, Singapore Airlines,” according to a cnbctv18 report.