As the brand unveiled its new logo and brand identity on Thursday, N Chandrasekaran – Chairman, Tata Sons and Air India shared the vision moving forward and the strides that Air India is making in the process.

“Air India is not another business for us, it’s a passion, a big national mission,” said N Chandrasekaran – Chairman, Tata Sons and Air India, as the brand unveiled its new logo on Thursday.

The new brand identity and new aircraft livery capture the essence of a bold new India, marking a milestone in its Vihaan.AI transformation of the national institution into a national inspiration. “Our vision for the airline is also in the backdrop of a new, resurgent India, where the aspiration of everyone is limitless,” Chandrasekaran continued.

This new look reimagines the iconic Indian window shape, historically used by Air India, into a gold window frame that becomes central to the new brand design system - symbolising a ‘Window of Possibilities’. The 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.

The airline brand’s 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.

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.”

Designed in partnership with the brand transformation company, FutureBrand, the new brand identity combines Air India’s glorious past with its drive to aim for excellence and innovate for the future, creating a standout brand design for a premium global airline with an Indian heart.

Travellers will begin to see the new logo throughout their journey starting December 2023, when Air India’s first Airbus A350 enters the fleet in the new livery.

“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”, Wilson said.

Chandrasekaran in his speech shared that the brand has been at work during the last 15 months or so. “Our vision is to make this airline world class in terms of modernity, safety, technologically-most advanced, exceptional customer service and the experience that Air India used to be known for,” he added.

Air India has made 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.

“We will have the best of AI deployed in Air India. It’s going to be a lot of hard work but the path is clear, we know where we want to be,” shared Chandrasekaran.

The airline brand has confirmed historic purchase agreements to acquire 470 aircraft from Airbus and Boeing at USD 70 billion (based on published list prices), with deliveries of the new aircraft starting November this year.

“But this requires an enormous amount of work because of where we start from. It requires a lot of work on technology, fleet, maintenance, ground handling, all aspects of operations and more,” said Chandrasekaran. The brand is currently focusing on upgrading all human resources aspects in the airline.

The transformation of Air India’s fleet has already begun with the airline leasing and buying 20 widebody aircraft this year. A USD 400 million programme to completely refurbish the interiors of its legacy fleet of 43 widebody aircraft commences mid-2024, which will lead to the installation of brand-new seats in every cabin, new inflight entertainment systems, and inflight Wi-Fi internet connectivity.

Chandrasekaran pointed out that the fleet requires a lot of work. “While we have ordered one of the largest fleet orders, both narrow-body and wide-body, it’s going to take time for all these to arrive,” he added.

By March 2024, 33% of the airline’s widebody fleet will be upgraded, and over the next two-and-a-half years, its entire long-haul fleet will be reborn, the company shared over a press release.

Air India has launched a new website and mobile app, offering a significantly improved web experience with new digital tools and features. The carrier will also launch a new “open all hours, every day” customer contact centre in nine Indian and foreign languages by the end of this year, as well as a completely redesigned loyalty program in early 2024 that will enable thousands of new redemption possibilities.

The airline is also investing in building completely new lounges at Delhi and New York JFK airports, having recently announced a global lounge network expansion.

Mixed reception The highly anticipated branding exercise received lukewarm response from netizens who were mostly underwhelmed by the new logo. Many even pointed out that service needs to be the air carrier’s top priority and not a refreshed brand.

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I am reflecting on the launch of the refreshed #AirIndia last night. I think it wins rebrand of the year—the new look is beautiful. Picking yourself up and getting with the times is a huge mission. ?? ?? pic.twitter.com/89dRwFTvTK

— Cole Cameron (@colecameron) August 11, 2023

15,000 crore annual loss and this is what they come up with! ?????????

Red, purple, and gold. An arranged marriage nobody wants. You cannot make this up!#AirIndia pic.twitter.com/pLlnXEADv1