In much awaited revamp of the airline, Tata-Group owned Airline, Air India on August 10, 2023, Thursday revealed its new identity with a new logo and brand colours. Livery refers to the collection of symbols, insignia, colours, and distinctive identifiers that are associated with an airline's brand. The Airline made a significant change in its livery colours on Thursday.
As the part of the logo, Air India maintained the red and white colours, with a dash of purple in it. The introduction of the purple colour in the Air India logo has been taken from the livery of the Airline Vistara. The Air India also put out its new theme song as part of the event.
̎Air India’s new logo symbol - The Vista - 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 airline said in a release.
Previously, the logo of Air India which was in use since 2014 showed a red swan with the orange Konark Chakra image on it. It also displayed on the tail of Air India’s Aircraft. According to a statement earlier it was reported that, the new era of transformation will be revealed at an event on August 10.
The Chief Executive Officer (CEO) Campbell Wilson stated that Air India will unveil a whole range of new services, such as a new color scheme, cabin interiors, crew uniforms, and insignia as part of the rebranding process. He further added, ̎we have launched a new website and mobile app for Air India. A completely new customer care center will be setup by the end of the year. ̎
According to media reports, the airline hired London-based brand and design consultancy firm FutureBrand to redraw Air India’s branding strategy. The brand has worked on branding American Airlines and British luxury automobile brand Bentley as well as the 2021 London Olympics.
On January 27, 2022, Tata Sons, through its wholly-owned subsidiary Talace Private Limited, took a complete ownership stake in the financially struggling Air India. Following this acquisition, Tata Sons revealed its intention to merge Air India and Vistara into a single unified entity. This merger process is projected to be finalized by March 2024. As part of the merger, Singapore Airlines is set to hold a 25 percent ownership stake in the newly formed merged company.
Apart from these developments, Air India Express and Air Asia India will also be merged to create a single low-cost carrier airline.
∎
