Continuing with its transformation under Vihaan.Ai campaign, Tata group airline Air India has unveiled its new brand identity and aircraft livery. The new logo, 'The Vista', was unveiled after the airline worked on it for over 15 months. It will replace the old 'red swan and orange spokes' logo. The new logo bears a modern look, which comprises golden, red, and purple colours, revealing a bold design.
Travellers will start seeing the new look starting December 2023 when the first Airbus A350 will join its fleet.
Air India says its new brand identity is inspired by “the peak of the gold window frame”, which means “limitless possibilities, progressiveness, and the airline’s bold, confident outlook for the future".
Launching the new logo, along with Tata group chairman N Chandrasekaran, Air India CEO & MD Campbell Wilson says it reflects the airline’s ambition to make Air India a world-class airline. "It is a total and complete transformation of Air India, and it is not just a changing of the brand," says Wilson.
"Offcours this takes time, as Mr Chandrasekaran said, it is a big project, there are a lot of moving parts, but we are absolutely committed to the transformation of Air India. We have invested a lot of time, a lot of money, and passion. There are over 20,000 Indians hard at work in this transformation, and we are absolutely committed to making it successful. Please bear with us as we go through this process as fast as we can."
According to Chandrasekaran, 'The Vista' is signified by a historically used window, the peak of the golden window, which signifies limitless possibilities to progressiveness, and confidence. “We have been at work during the last 15 months or so on this journey," he adds.
Air India's new logo has been designed in partnership with brand and design consultancy company UK-based FutureBrand. The creator of Air India's new logo, Tasneem Ali says the team that was working on the new Air India logo created a brand, which is “modern but along with that it also comes with our heritage."
Sharing the history of brand logos that were part of Air India’s identity from 1930s till today, Air India says each logo takes the shape of a fabled chapter in its journey. “Tracing our legacy through the evolution of our logos! From Tata Airlines in 1932 to our emblem adorned with the wheel of Konark, each logo takes the shape of a fabled chapter in our journey.”
India's biggest conglomerate Tata group had taken over the management and the control of Air India from the government in January 2022, after 69 years. Through the divestment, the government sold off its 100% stake in the state-owned national airline, including Air India's 100% shareholding in Air India Express Ltd and 50% in Air India SATS Airport Services Private Ltd.
After buying the airline, Air India this year launched a mega transformation plan called 'Vihaan.AI', a comprehensive multi-stage revival roadmap to catapult Air India into a world-class airline and claim at least 30% market share in the domestic market in the next five years.
In February 2023, Air India scripted history by announcing to buy 470 aircraft—250 from Airbus and 220 from Boeing—for a total value of $80 billion, which is the largest order by any single carrier. With this, the full order of 840 planes is bigger than the total operating fleet of all Indian carriers combined currently.
Last month, the airline finalised another mega order for over 800 LEAP-series engines from CFM International. The CFM’s LEAP-series engines will power Air India's airline’s new fleet of 210 Airbus A320/A321neos and 190 Boeing 737 MAX family aircraft.
