Air India Rebrands with New Logo and Livery

Tata Group-owned airline Air India unveiled its new logo and livery on Thursday, August 10, 2023. The new logo, called “The Vista,” features a golden window frame with a red and white peak. The airline said that the logo signifies limitless possibilities and confidence.

Air India also revealed a new tail design and theme song as part of the rebranding event. Tata Sons Chairman N. Chandrasekaran said that the new logo represents the airline’s bold vision for the future.

“The new logo that you see here today… the vista signified by that historically used window (the peak of the golden window signifies limitless possibilities, progress, confidence and all of it,” Chandrasekaran said.

Air India CEO Campbell Wilson said that the airline is making significant investments throughout the guest experience to elevate its service and to strengthen its position as the preferred airline for travellers flying to, from, and within India.

“Colours, patterns, shapes and how they come together and what they represent matter, but our actions speak so much louder,” Wilson said. “We are in the midst of a total transformation to reimagine the role of India’s flagship airline.”

The iconic ‘Maharaja’, which served as Air India’s mascot for decades, will “live on” and continue to “be part of the airline’s journey into the future”, Wilson added.

Air India’s New Logo & Livery

The new logo and livery are part of a broader rebranding effort by Air India under the ownership of Tata Group. In December 2022, the Tata Group enlisted the services of Futurebrands, a brand and design consultancy based in London, to help with the rebranding process.

The rebranding of Air India is seen as a critical step in the airline’s turnaround efforts. The airline has been struggling financially for years and has been plagued by operational problems. The new logo and livery are designed to give Air India a fresh start and to position it as a modern, progressive airline.

Here are some additional details about the new logo and livery:

• The golden window frame in the logo is inspired by the iconic Indian window shape that has been used by Air India for decades.
• The red and white peak of the window frame represents the airline’s heritage and its commitment to providing excellent service.
• The purple colour in the logo is taken from the livery of Air India’s sister airline, Vistara. This is a nod to the two airlines’ shared ownership by the Tata Group.
• The new tail design features a stylized version of the Air India logo. The design is meant to be dynamic and represent the airline’s forward-looking spirit.
• The new theme song for Air India is called “The Vista.” The song is meant to evoke a sense of excitement and adventure, and it is intended to inspire travellers to explore the world with Air India.

The rebranding of Air India is a significant milestone for the airline. It is a sign of the Tata Group’s commitment to turning around the airline and making it a leading player in the global aviation industry.