Air India Rebranding: Comprehensive Design Revitalizes Identity

Air India is flaunting its new brand identity and aircraft livery as part of its broader rebranding exercise. Its new logo and livery feature golden, red, and aubergine colors, with the latter being reminiscent of Vistara, Tata Group’s other airliner.

N Chandrasekaran, Air India’s chairman, said the airline aims to have the best technology in the next 9 to 12 months and that it is putting all of its information technology systems in place as it looks to rise as a serious contender in India and foreign skies.

He highlighted that the changes Air India is looking to make are much more cosmetic. The focus is also on human resources in the airline and its immediate priority is to refurbish the entire fleet to bring it to an acceptable level. Air India wants to revitalize its identity and position itself as a leading player in the highly competitive aviation industry. The rebranding will give Air India a fresh image and appeal to a broader audience.

The New Look

Air India said the new look reimagines the iconic Indian window shape, historically used by the airline, 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. It signifies limitless possibilities, progressiveness, and the airline’s bold confident outlook for the future.

Air India unveils new logo, plane colour scheme after rebranding - India Today

The new livery will feature red, white and purple, with red and white being Air India’s colors, while purple is taken from airline Vistara’s livery.

Sources believe the rebranding is more than a visual facelift. The airline will make significant changes to its customer experience, marketing campaigns and communication channels. Air India has leveraged the expertise of Futurebrands and McCann Workgroup India to create a stronger, more modern brand that resonates with domestic and international travelers. This will align with Tata Sons’ vision to transform Air India into a world-class airline that puts customer satisfaction and exceptional services before anything else.

Chandrasekaran said making Air India a globally competitive airline and brand requires a lot of work. He revealed that in the last 12 months, they have put together a strong team and will upgrade all human resources in the airline. Air India is working to refurbish its current fleet to be in line with global standards.

The Maharaja Mascot

Moreover, Air India’s iconic Maharaja mascot since 1946 with his twirled mustache has been associated with the concept of delivering a unique and luxurious service and experience to flyers. Bobby Kooka conceptualized the Maharaja, with Umesh Rao sketching it. In the course of the last 77 years, the Maharaja has undergone several changes in his style – various creatives of the mascot in local attire and style of a foreign country.

Air India rebranding: Maharaja's death is 'rumour', CEO Cambell Wilson says 'he will live on' | Mint

Campbell Wilson, Air India CEO, says colors, patterns, and shapes – how they come together and what they represent matter. He said the company’s actions speak louder than words. Air India is in the midst of a total transformation. Wilson highlighted that the iconic Maharaja, which has served as Air India’s mascot for decades will live on and continue to be part of the airline’s journey into the future.

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Nandika Chand