Air India unveils brand-new logo and livery with a new role for The Maharaja

In the much anticipated major move, Air India revealed a new brand logo and aircraft livery yesterday (August 10), marking the dawn of the makeover. The unveiling comes as the airline embarks on a journey to upgrade its fleet with the historic acquisition of 470 new aircraft in a multi-billion-dollar deal at the Paris Air Show 2023.

Air India unveiled a new brand identity today, including a new livery and logo. What do you think of the new Air India branding? https://t.co/OA3X85wQm2 pic.twitter.com/vJM441TxeC

— Flightradar24 (@flightradar24) August 10, 2023

The airline, now owned by the Tata group, unveiled its rejuvenated logo, 'The Vista,' which embodies the spirit of a resurgent India and signifies an important milestone.

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A symbol of limitless possibilities

• The heart of 'The Vista' logo draws inspiration from the Rajputana architecture-based jharokha window frame of its outgoing livery. The new logo on the tail has three such vistas of red gold and aubergine in an attempt to accommodate the 'Vistara colours' and retention of the spirit of the carrier.
• FutureBrand, the agency that's undertaking the transformation looked to stick to its previous rebranding assignments with American Airlines and Fiji Airways, where it emphasised continuity, rather than an abrupt makeover.

Revealing the bold new look of Air India.

Our new livery and design features a palette of deep red, aubergine, gold highlights and a chakra-inspired pattern.

Travellers will begin to see the new logo and design starting December 2023.#FlyAI #NewAirIndia

*Aircraft shown are… pic.twitter.com/KHXbpp0sSJ

— Air India (@airindia) August 10, 2023

• This choice, according to Air India, embodies boundless possibilities, progressiveness, and a new perspective embraced by the airline.
• Travellers can anticipate seeing the new livered planes as early as December this year, coinciding with the integration of Air India's inaugural Airbus A350 into its fleet.

ALSO READ: How the OG Air India logo came to be, from centaur to Konark Chakra to swan

Fusion of colours and tradition

• The newly unveiled livery and design palette has deep red, aubergine, and accents of gold, harmoniously interwoven with a motif inspired by the revered chakra.
• A text comes up too in a new dedicated font, Air India Sans, along with the logo with straightened, bold and fairly sparse 'AIR INDIA', in all caps on the fuselage. The logo along with the name has reminded some of the Iberian branding.
• Another striking change is the addition of new branding on the aircraft's underbelly, which is quite similar to the one they have at Air India Express (Air Asia India), another airline under the Air India umbrella.

The underbelly has a bit of Air Asia touch. #tatafamily #AirIndia pic.twitter.com/lnwUgAgJdB

— Sushim Mukul (@SushimMukul) August 10, 2023

• Campbell Wilson, the CEO of Air India, said, "Our transformative new brand mirrors our aspiration to establish Air India as a world-class carrier, extending its services to passengers across the globe. This evolution reflects a confident and vibrant new Air India while remaining deeply connected to our rich heritage and the hallmark Indian hospitality that sets global service standards."

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An interior revamp

• The rebranding initiative also includes a comprehensive overhaul of the airline's legacy fleet of 43 widebody aircraft, set to commence in mid-2024 under a $400 million program.
• The interior, in a four-class configuration, as shown at the launch, will also see a change in colours, dominated by aubergine and maroon.

Four-Class 77W cabin being showcased, these aircraft will be refurbished next year @airindia #AvGeek pic.twitter.com/7Gg0yacCiN

— Kushan Mitra (@kushanmitra) August 10, 2023

• This refurbishment will be accompanied by a suite of enhancements, including the launch of a new website and mobile app, equipped with new tools and features.

Your next #AirIndia flight could be in this awesome cabin 👌🏼
Great leap ✈️ with #NewAirIndia aircrafts. Coming by next year end.
pic.twitter.com/G6Tc5TinEi

— Vijay Shekhar Sharma (@vijayshekhar) August 10, 2023

• Notably, Air India is investing in the creation of modern lounges at major airports, such as Delhi and New York JFK.

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The maharaja

• The iconic 'Maharaja' mascot, an enduring symbol of Air India, will thankfully continue to grace the airline's identity.
• However, this maharaja will sport a tweaked appearance on the airline's crockery, infused with additional colours, as it persists as a cherished representation of the airline's roots and timeless hospitality.

#AirIndia Rebranding: Maharaja continues to be a part of the airline identity despite its retirement as a brand mascot.
The mustachioed Maharaja will make his presence felt in your experiences, from lounging at the airline's signature lounges to inflight dining in premium cabins. pic.twitter.com/ZhM4BVZUJk

— Indian Eagle (@indianeagle) August 10, 2023

ALSO READ: Maharaja of the Indian sky heads home to Tata

Championed by Tata Sons Chairman N Chandrasekaran, the rebranding effort symbolises not just a business endeavour, but a national mission. With an eye on the future, Chandrasekaran remarked, "Our commitment extends to revitalising our fleet, aiming to incorporate cutting-edge technology within the next 9-12 months."

Mixed reactions

As the subheading says, the new facelift brought in carried reactions and opinions from many. Some loved it, while some went on to take a dig at the makeover.  Some liked the new colour scheme that might have been done to hint at a potential merger with another TATA-owned full-service carrier,  Vistara.

Can't believe this is for real: Air India's surreal idea of re-branding itself! Imagine going from the superbly distinctive Sagittarius, the centaur archer with solar wheel (1948-2007) through the lacklustre swan-and-chakra (2007-2023), to this forgettable visual Kuddel-muddel... pic.twitter.com/hit0Iwyuo9

— Ranjit Hoskote (@ranjithoskote) August 10, 2023

In my honest opinion, irrespective of the instant opinions, brand identities such as this take some time to sink in. Hopefully, the connection, we Indians found with the last logo and livery, continues with the new one too.

To me it seems the brief given to @FutureBrand was to ensure a bit of @airvistara is part of the new @airindia. The aubergine on the tail is that part.
Would you agree ? #AvGeek pic.twitter.com/Dtiutzjxcx

— VT-VLO (@Vinamralongani) August 10, 2023

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