Tata Group has unveiled a new brand identity and new aircraft livery of formerly state-run national carrier Air India, marking a multi-million dollar transformation of it.
“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 - symbolising a ‘Window of Possibilities’,” Tata Group, which now owns the former national carrier, said in a statement issued on Thursday.
Air India’s new logo symbol - ‘The Vista’ - is inspired by the peak of the gold window frame.
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, the company said.
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.”
The new design was created in partnership with brand transformation company FutureBrand.
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.
“Colours, patterns,shapes and how they come together and what they representmatter, 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”, Wilson said.
Air India has confirmed 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,” read the government statement.
A US$400 million programme to completely refurbish the interiors of its legacy fleet of 43 wide body 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 wide body fleet will be upgraded, and over the next two-and-a-half years, its entire long-haul fleet will be reborn.
The carrier said it 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 now 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.