Air India Overhauls Its Identity: Here’s What’s Changed

Air India’s new logo

The 91-year-old airline’s new logo ‘The Vista’ reimagines the iconic Indian window shape, called jharokha, and replaces the red swan and the Konark Chakra that has been the brand’s identity for almost a decade.  “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’,” says the official press release.

N. Chandrasekaran, Chairman, Tata Group and Campbell Wilson, CEO & MD, Air India, unveil the new livery of the airline

There are changes to the brand’s livery as well; design features include a palette of deep red, aubergine, and gold highlights, as well as a chakra-inspired pattern. A custom-made ‘Air India Sans’ font aims to merge confidence with warmth, positioning the brand as premium, inclusive, and accessible.

Travellers will begin to see the new logo throughout their journey starting December 2023, when Air India’s first Airbus A350 enters the fleet in the new livery. “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”, Campbell Wilson, Air India CEO & MD, said.  

Air India’s new logo

New Fleet

Air India has confirmed historic purchase agreements to acquire 470 aircraft from Airbus and Boeing at US$70 billion, with deliveries of the new aircraft starting November this year. They are currently leasing and buying 20 widebody aircraft this year. A US$400 million programme aims to refurbish the interiors of the fleet; by March 2024, 33% of the airline’s widebody fleet will be upgraded, and over the next two-and-a-half years, its entire long-haul fleet will be reborn.

Focus on Customer Satisfaction

With more than 5,000 new staff, including 3,200 Cabin Crew and nearly 1,000 Cockpit Crew members, the carrier aspires to overhaul its services. Air India has launched a new website and mobile app, offering a significantly improved web experience with new digital tools and features. The airline will also launch a new 24*7 customer contact centre in nine Indian and foreign languages, and a redesigned loyalty program in 2024.  

The airline is investing in building completely new lounges at Delhi and New York JFK airports, having recently announced a global lounge network expansion, achieving 100% lounge access coverage for premium customers at all destinations in its international route network.