The Maharaja has got a makeover! Air India is embracing change to keep pace with its global ambitions with a new logo, eye-catching brand colours, reimagined chakra patterns, and an overall brand identity overhaul.
The legacy airline, owned by the Tata Group, unveiled its new logo—the Vista—inspired by the peak of a gold window frame, and vibrant new livery, in New Delhi on August 10.
The new logo symbol, a gold window frame in an iconic Indian window shape historically used by Air India, symbolises a "Window of Possibilities." The livery is striking and premium in a palette of deep red, aubergine, and gold highlights. The Air India chakra you are used to seeing has been reimagined as a pattern used as a motif in the design scheme.
You will have to wait till December 2023 to see these new design changes when Air India's first Airbus A350 enters the fleet in the new livery. Air India has confirmed purchase agreements to acquire 470 aircraft from Airbus and Boeing at USD 70 billion. Deliveries of the new aircraft will begin in November this year.
Air India leased and bought 20 widebody aircraft this year. From mid-2024, the company will refurbish its legacy fleet of 43 widebody aircraft with new seats in every cabin, new inflight entertainment systems, and inflight Wi-Fi internet connectivity. By March 2024, 33 per cent of the airline's widebody fleet will be upgraded.
"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," said Campbell Wilson, Air India CEO & MD.
"Colours, patterns, shapes and how they come together and what they represent matter, 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", said Wilson.
The airline is building new lounges at Delhi and New York JFK airports. It recently announced a global lounge network expansion, achieving 100% lounge access coverage for premium customers at all destinations in its international route network.