Air India, the Tata Group-owned airline, has recently unveiled a new brand identity and aircraft livery that embody the spirit of a bold and vibrant India. This marks a significant milestone in the airline’s Vihaan.AI transformation, as it seeks to become a national inspiration on the global stage. The new design features a gold window frame, symbolizing a ‘Window of Possibilities’, which reimagines the iconic Indian window shape historically used by Air India. With a striking new logo, a palette of deep red, aubergine, and gold, and a chakra-inspired pattern, the airline aims to position itself as a premium, inclusive, and accessible global carrier. Travelers can expect to see the new logo on the fleet from December 2023 onwards. With a commitment to excellence and innovation, Air India is also making significant investments in its guest experience and fleet upgrades.
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Brand Identity and Livery
Air India, a Tata Group-owned airline, has unveiled a modern new brand identity and new aircraft livery that capture the essence of a bold new India, marking a milestone in its Vihaan.AI transformation of the national institution into a national inspiration.
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 – symbolizing 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.
Air India’s brand-new aircraft livery and design features a palette of deep red, aubergine, and gold highlights, as well as a chakra-inspired pattern. It also boasts a striking new custom-made ‘Air India Sans’ font, marrying confidence with warmth to position Air India as premium, inclusive, and accessible.
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.” Designed in partnership with the brand transformation company, FutureBrand, the iconic new brand identity combines Air India’s glorious past with its drive to aim for excellence and innovate for the future, creating a standout brand design for a premium global airline with an Indian heart.
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New Logo Implementation
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.
Investments in Guest Experience
Air India is making significant investments throughout the guest experience to elevate its service and to strengthen its position as the preferred airline for travellers flying to, from, and within India:
- Air India has confirmed historic purchase agreements to acquire 470 aircraft from Airbus and Boeing at US$70 billion (based on published list prices), with deliveries of the new aircraft starting November this year.
- The transformation of Air India’s fleet has already begun with the airline leasing and buying 20 widebody aircraft this year. A US$400 million program 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.
- Air India has launched a new website and mobile app, offering a significantly improved web experience with 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 completely redesigned loyalty program in early 2024 that will enable thousands of new redemption possibilities.
- The airline is investing in building completely new lounges at Delhi and New York JFK airports, having recently announced a global lounge network expansion, achieving 100% lounge access coverage for premium customers at all destinations in its international route network.
- Air India has welcomed more than 5,000 new staff, including 3,200 Cabin Crew and nearly 1,000 Cockpit Crew, who are helping to drive the cultural transformation taking place at the heart of Air India. It is also heavily investing in building one of the world’s largest aviation training academies in India that will upskill a massive number of aviation professionals.
By focusing on these investments, Air India aims to enhance the guest experience, elevate its service, and position itself as a world-class airline. The combination of a modern brand identity, new aircraft livery, and investments in the guest experience highlights Air India’s ambition to be a leading global airline and represent the new India on the international stage.
Air India’s Vision and Ambition
Air India’s vision is to become a world-class airline that serves guests from around the globe. By transforming its brand and investing in the guest experience, Air India aims to position itself as a premium global airline with an Indian heart. The airline’s ambition is to proudly represent the new India on the global stage, showcasing the country’s rich history and traditions while embracing innovation and progress. Balancing tradition and innovation is a key aspect of Air India’s vision and ambition, ensuring that the airline retains its cultural heritage while adapting to the evolving needs and expectations of its customers.
Partnership with FutureBrand
Air India’s brand transformation was a collaborative effort with FutureBrand, a brand transformation company. FutureBrand worked closely with Air India to combine the airline’s glorious past with its drive for excellence and innovation. The goal was to create a standout brand design that reflects Air India’s premium positioning and Indian identity. By partnering with FutureBrand, Air India was able to leverage their expertise in brand strategy and design to develop a modern, vibrant, and confident brand identity that captures the essence of a bold new India.
The partnership with FutureBrand also allowed Air India to combine the past and the future, honoring the airline’s history while propelling it into a new era of success. The result is a brand identity that is visually striking and emotionally resonant, showcasing Air India’s transformation as it strives to become a leading global airline.
In conclusion, Air India’s new brand identity and investments in the guest experience are a testament to its vision and ambition to become a world-class airline. The reimagined brand reflects a bold and confident new India, while maintaining a connection to its rich history and traditions. With a modern logo, new aircraft livery, and a focus on enhancing the guest experience, Air India is poised to take its place on the global stage and serve as an ambassador for the new India.