Air India Rebranding: New Logo and Livery Revealed Amid $400 Million Aircraft Overhaul Plan
Written by Sanjay Kumar
- Bag information: In economy, within India, 25kg free. To other destinations, 20kg free, additional allowance depending on route. More Air India bag information
- CEO: Campbell Wilson (2022)
- Hubs: Indira Gandhi International Airport, MORE
- Alliance: Star Alliance
- Founder: J. R. D. Tata
- Revenue: 1.98 lakh crores INR (US$25 billion, 2021–2022)
Air India introduced a new brand identity and unveiled a new aircraft livery on Thursday (August 10), marking a significant step in its journey to revitalize its fleet through a momentous acquisition of 470 new aircraft as part of a multi-billion-dollar deal. The airline, owned by the Tata group, revealed that the new emblem, named ‘The Vista,’ embodies the spirit of a resolute new India, signifying a crucial milestone in its transformative endeavor known as Vihaan. AI.
— VT-VLO (@Vinamralongani) August 10, 2023
Drawing inspiration from the peak of a golden window frame, ‘The Vista’ emblem encapsulates the notions of boundless potential, progressiveness, and a daring, forward-looking approach embraced by the airline. By the end of December this year, passengers will begin encountering the new logo as Air India welcomes its inaugural Airbus A350 into its aircraft fleet.
The redesigned livery and artistic motif incorporate a color palette featuring rich shades of deep red, aubergine, and shimmering gold accents, all while integrating a pattern influenced by the chakra. Air India’s CEO, Campbell Wilson, expressed that the revamped brand signifies the airline’s ambitious pursuit of becoming a world-class carrier that serves travelers globally, proudly representing the modernized identity of India on the global stage.
Mr. Wilson further elaborated that the new Air India exudes boldness, confidence, and vibrancy, while also retaining its inherent warmth and deep connection to its heritage and traditions, which have set the standard for global hospitality. The iconic ‘Maharaja,’ a symbol central to Air India’s identity, will continue to be a part of the brand, but with an added splash of color and modernization.
Chairman of Tata Sons, N Chandrasekaran, emphasized that Air India is more than just a business endeavor; it is a passion and a national mission. He underscored the commitment to enhancing the airline’s technological capabilities, aiming to incorporate cutting-edge technology within the next 9-12 months.
Under a $70 billion deal, Air India has inked purchase agreements for a remarkable 470 new aircraft from both Airbus and Boeing. The delivery process is scheduled to commence by November. The acquisition was formally agreed upon during this year’s June, coinciding with the Paris Air Show. The procurement includes a lineup of aircraft, such as 34 A350-1000s, six A350-900s, 20 Boeing 787 Dreamliners, 10 Boeing 777X widebody planes, in addition to 140 Airbus A320neos, 70 Airbus A321neos, and 190 Boeing 737MAX narrowbody aircraft.
The unveiling of the new logo and aircraft livery mirrors the ongoing transformation within Air India. The airline’s fleet rejuvenation involves the leasing and purchase of 20 widebody aircraft this year, as CEO Campbell Wilson noted. A comprehensive program amounting to $400 million will also be implemented, encompassing a complete interior refurbishment of the existing fleet of 43 widebody aircraft, scheduled to begin in mid-2024.
In conjunction with these changes, Air India is set to undergo several enhancements, including the launch of a new website and mobile application, aimed at providing an elevated digital experience with innovative tools and features. Furthermore, the airline is investing in the establishment of entirely new lounges at Delhi and New York JFK airports.
With the addition of over 5,000 new personnel, including 3,200 cabin crew and nearly 1,000 cockpit crew members, Air India is in the midst of a five-year transformational journey under the umbrella of Vihaan.AI, striving to ascend to the echelons of a world-class airline.
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