Air India unveiled its new brand identity last week, with a sneak peek of of the carrier’s reconfigured Boeing 777-300ER featured in the video below.
Air India says its new livery captures the essence of a bold new India and marks a milestone in its Vihaan.AI transformation.
Campbell Wilson, Air India CEO and 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.”
The new identity includes the airline’s Indian window shape, which the airline says is central to the new brand design, featuring a gold window frame that symbolises a “Window of Possibilities”.
Air India’s new logo symbol 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 new aircraft livery and design also features a new custom-made “Air India Sans” font.
The new logo will start to appear from December 2023, when Air India’s first Airbus A350 enters the fleet in the new livery.
Campbell Wilson said: “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.”
Air India is to acquire 470 Airbus and Boeing aircraft at US$70 billion, with deliveries starting in November this year. The carrier’s fleet transformation has already begun, with Air India leasing and buying 20 widebody aircraft this year.
According to the airline, its US$400 million programme to completely refurbish the interiors of its legacy fleet of 43 widebody aircraft will begin in mid-2024. This will include the installation of new seats in all cabins and new IFE systems and Wi-Fi internet connectivity.
