Tata Group has unveiled a new logo, branding and plane livery for Air India as part of a multi-million dollar transformation of the former state-run carrier.
The airline’s new logo includes a design with golden, red and purple colours, and will replace the old logo of a red swan with orange spokes.
The rebranding by Tata, which comes after years of under-investment under government control, will not completely do away with the iconic mascot of a cheerful Maharaja in a red turban and with an outsized moustache.
It would stay on in some elements of the design, but would not be as prominent, CEO Campbell Wilson said, adding that all of the airline’s widebody planes will be refurbished with the new livery by 2025.
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’.
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.
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.
As part of its transformation plan, the airline is leasing and buying 20 wide-body aircraft this year. Besides, a USD 400 million programme to completely refurbish the interiors of its legacy fleet of 43 widebody aircraft will commence in the middle of next year.
