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The new look re-imagines the iconic Indian window shape, historically used by Air India, into a gold window frame that becomes central to the new brand design system. It symbolises a ‘Window of Possibilities’, according to a release by the airline.
New logo symbol, colour scheme
Air India’s new logo symbol ‘The Vista’ is inspired by the peak of the gold window frame, signifying limitless possibilities, progressiveness, and the airline’s bold, confident outlook for the future, it said in a release.
The airline said the 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, marrying confidence with warmth to position Air India as premium, inclusive, and accessible,” the release said.
The new brand identity has been designed in partnership with the brand transformation company FutureBrand.
Travellers will begin to see the new logo throughout their journey starting December 2023, when the airline’s first A350 enters the fleet in the new livery, according to the airline.
Tata Group took control of loss-making Air India in January 2022.
‘New logo represents limitless possibilities’
According to Tata Sons chairman N Chandrasekaran the new logo represents limitless possibilities, progressiveness and confidence.
“Today is an important milestone, because the new Air India, the vision we have for the airline is also in the backdrop of a new resurgent India, where the aspirations of everyone are limitless,” Chandrasekaran said.
He added that the best of artificial intelligence and machine learning will be deployed at Air India and asserted that the airline is not just another business for the group.
“There is a lot of hard work needed but the path is clear for the airline,” said Chandrasekaran.
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,” he added.
Watch Air India unveils new logo
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