The takeover of Air India by Tata Group has infused a new lease of life in the ailing airline, not only did the Tata Group revamp the airline overall operations and technology but the Tata’s went ahead and transformed the complete look and feel of the airline.
Air India unveiled its new brand identity, new logo and new livery with red, gold and aubergine colours and a chakra-inspired pattern. A part of Vistara - TATA SIA Airlines Ltd. can also be seen in the new livery.
“The new Air India, the vision we have for the airline will be unveiled today. The new logo of Air India the Vista, signifies limitless possibilities. The Tata group has been working on this transformation for the last 15 months," commented N Chandrasekaran, chairman, Tata Group while unveiling the new logo.
According to the airline, the new brand identity and new livery captures the essence of bold new India, marking a milestone in its Vihaan.AI transformation of the national institution into a national inspiration. “The 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 airline said in a statement while describing the new look.
“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 also boasts a striking new custom-made ‘Air India Sans’ font, marrying confidence with warmth to position Air India as premium, inclusive, and accessible,” Air India said in its release.
“We have spent around $400 million to refurbish our aircraft till now," commented Campbell Wilson, chief executive, Air India during the presentation. “The first Airbus A350 wide-body plane will come to India soon and all our legacy 777 and 787 Dreamliner planes will be refitted by next year.”
"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," Wilson added.
The iconic 'Maharaja' of Air India, which was been central to Air India's identity will stay but with a changed look.
The new logo will be visible from December 2023, when Air India’s first A350 enters the fleet in new livery.
Air India will also be launching its new brand loyalty program by the end of this year.
Apart from this Air India will undergo several changes which include, a new website and mobile app, offering a significantly improved web experience with new digital tools and features. The airline is investing in building completely new lounges at Delhi and New York JFK airports.
Air India hired over 5,000 new people, including 3,200 Cabin crew and nearly 1,000 Cockpit crew. Air India is undergoing a five-year transformation roadmap under Vihaan.AI, to become a world-class airline.