Air India Rebranding 2023: Unveils New Logo

Air India launched its new brand identity on Thursday, Tata-backed as part of its transformational journey. The redesigned logo now incorporates the hues of red and purple. The new logo, in the opinion of Tata Sons Chairman N Chandrasekaran, stands for boundless potential, forward motion, and assurance.

On Thursday, 10 August 2023, Air India, which is supported by Tata, introduced its new brand identity as part of its transformation process. The new airline logo features a contemporary style with the color’s gold, red, and purple. It will take the place of the previous emblem, which had an Ashoka Chakra-inspired crimson swan with orange spokes inside.

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According to a press release from the company, the new logo for Air India, known as The Vista, was inspired by the pinnacle of the golden window frame and represents infinite possibilities, advancement, and the airline’s audacious, assured perspective for the future.



The perspective represented by the formerly used window (the peak of the golden window represents boundless potential, progress, confidence, and everything),” said Chandrasekaran, “is symbolized by the new logo that you see here today.

As a major turning point in its Vihaan, the airline thinks that its contemporary new brand identity and new aircraft livery capture the essence of a fearless new India.

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The traditional Indian window shape that Air India has previously utilized is transformed into a gold window frame in the new style, representing a “Window of Possibilities,” the airline explained in a news release.

According to the press release, when Air India’s first Airbus A350 joins the fleet with the new livery in December 2023, travelers will begin to notice the new logo.

We want to convert Air India into a top-tier airline that welcomes travelers from all over the world and that proudly represents a new India on the international stage. The brand-new Air India is audacious, self-assured, and lively, but it’s also hospitable and firmly founded in its rich heritage and traditions, which make Indian hospitality a benchmark for service standards around the world.

Although colors, patterns, and shapes, as well as how they are put together and what they stand for, are important, our actions speak far louder. Campbell Wilson, CEO & MD of Air India, stated, “We are in the process of a thorough change to rethink the role of India’s flagship airline.

The plans for Air India’s rebranding advanced when Tata and FutureBrand’s partnered in December 2022. FutureBrand’s provides two services: design and brand consulting.

Air India adopted this renaming in January 2022, following its full acquisition by Tata Sons. McCann Workgroup India was tasked with brand promotion.

The Maharaja’s presence was only to be limited to Air India’s first-class cabins and airport lounges, according to media sources.



Bobby Kooka, a commercial director who is also in charge of providing the mascot a personality and building the airline’s brand around it, came up with the idea for the airline’s mascot, the Maharaja, in 1946.

Following a recent statement by CEO Campbell Wilson that the airline was prepared to introduce a variety of new services as part of the rebranding process, Air India has taken the most recent action.

History Of Air India

Early years (1932–1945)

When J. R. D. Tata of Tata Sons, an Indian aviator and business mogul, launched Air India, it was originally known as Tata Air Services before changing its name to Tata Airlines. Tata acquired a contract in April 1932 to transport mail for Imperial Airways, and Tata Sons’ aviation division was established with two single engine De Havilland Puss Moths. On October 15, 1932, Nevill Vintcent, a former Royal Air Force pilot and a close friend of Tata, flew a Puss Moth delivering air mail from Karachi to Bombay (now Mumbai), then on to Madras (today Chennai).

A Puss Moth and a de Havilland Leopard Moth were among the airline’s fleet of aircraft.[17][18] Weekly airmail service between Karachi and Madras via Ahmedabad and Bombay was part of the first offering. The airline flew 160,000 miles (260,000 km) in its first year of operation, transporting 155 passengers and 9.72 tones (10.71 tons) of mail while earning a profit of 60,000 (US$750).

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