Air India Launches New Brand Identity and Massive Fleet Transformation

Air India has introduced a new and contemporary brand identity.

The airline’s rebranding effort suggests a modern twist on the iconic Indian window shape which has been a hallmark of Air India’s branding. The design now features a gold window frame as a central motif, apparently symbolising a ‘Window of Possibilities’.

Christened as ‘The Vista’, Air India’s new logo takes inspiration from the peak of the gold window frame. This emblem represents boundless possibilities, forward-thinking, and the airline’s audacious vision for its future.

Visually, the brand-new livery blends red, aubergine, and gold and a chakra-inspired pattern with a custom-made ‘Air India Sans’ font. Campbell Wilson, CEO & MD of Air India, said, “Our transformative new brand mirrors our ambition to place Air India as a leading global airline that resonates with the spirit of a new India on the world stage.”

Starting December 2023, passengers will experience the new brand as Air India’s first Airbus A350, adorned with the livery, becomes operational.

Emphasising the magnitude of this overhaul, Wilson added, “Colours, patterns, and symbols matter, but our actions resonate stronger. This rebranding is just the beginning of a holistic transformation of India’s premier airline.”

Among the notable developments:

  • Air India has sealed a monumental deal to purchase 470 aircraft from Airbus and Boeing, totalling US$70 billion, with the first delivery expected this November.
  • 20 widebody aircraft have already been acquired this year. Furthermore, a US$400 million initiative to upgrade the interiors of its 43 widebody aircraft legacy fleet kicks off in mid-2024. By March 2024, a third of the widebody fleet will see these enhancements, with the entire long-haul fleet set to undergo this transformation by 2026.
  • The airline is bolstering its digital presence with a revamped website and mobile app.
  • A round-the-clock customer contact centre, operational in nine languages, is slated for launch by year-end, complemented by a restructured loyalty program in early 2024.
  • Investments in new lounges at Delhi and New York JFK airports are underway, with an ambitious plan to offer lounge access for premium customers at all international destinations.
  • To support this renaissance, Air India has onboarded over 5,000 new employees, including 3,200 cabin crew and almost 1,000 cockpit crew. Additionally, an expansive aviation training academy is in the pipeline, set to elevate India’s stature in global aviation training.