Air India unveiled its new logo and aircraft livery to build a new brand image, branching off the iconic Maharaja theme affiliated with its past as a state carrier.
Air India’s new logo, The Vista, is inspired by the iconic Indian window design used by the former Air India.
The airline said the new logo symbolizes progressiveness, limitless possibilities, and a bold outlook for the future. As per the new strategy, the airline has displaced the iconic Maharaja theme to the background, withholding its “silhouette” for aircraft crockery and glassware.
Air India chief executive Campbell Wilson said, “In India, we are going to be using it (Maharaja) but a little more in the background than historically been the case. Overseas, it is not understood to the same extent as it is in India, so we have to choose more judiciously.”
The brand-new logo has been designed in partnership with FutureBrand, a brand transformation company. The transformation features a colour palette of aubergine, deep red, and gold highlights, along with a chakra-inspired pattern. The new font for the airlines is also a “custom-made Air India Sans” font.
“The process of integrating Air India with Vistara is subject to regulatory approvals. But Vistara is part of the Tata group; we wanted to ensure that in any future Air India, there was a representation of erstwhile Air India and other carriers from the Tata group. It is a nice coincidence that it also carries some legacy of Vistara,” Wilson added.
Tata Sons and Air India chairman N. Chandrasekaran said, “Our aim is to have the best technology in the next 9-12 months. We will have the best machine learning and artificial intelligence deployed in Air India than any other airline. It is going to be a lot of hard work, but the path is clear. We know where we want to be. The new logo represents our bold vision.”