Air-India unveiled Thursday a new identity branding and a new aircraft livery as the airline plans to transform its fleet with a landmark purchase of 470 new planes under a multi-billion dollar contract.
The airline belonging to the group Tata stated that the new logo, “The Vista”, “captures the essence of the bold new India, which marks a milestone in its ‘Vihaan.AI’ transformation”. According to the Indian carrier’s statement, the new look reimagines the iconic Indian window shape, historically used by Air India, in a golden window frame that becomes the center of the brand’s new design system – symbolizing a “window of possibilities”. The new Air India logo symbol – “The Vista” – “ is inspired by the top of the golden window frame, signifying unlimited possibilities, progressiveness and the airline’s bold and confident outlook for the future”. The brand new livery and the new design planes from Air India feature a palette of deep red, aubergine and gold highlights, as well as a chakra-inspired design. It also features a new bespoke “Air India Sans” font, “combining confidence and warmth to position Air India as premium, inclusive and accessible”.
“Our transformative new brand reflects the ambition to make Air India a world-class airline serving passengers around the world, and proudly representing a new India on the world stage”commented Campbell Wilson, CEO and Managing Director of Air India. “The new Air India is bold, confident and dynamic, but also warm and deeply rooted in its rich history and traditions that make Indian hospitality a global benchmark for service standards. » Designed in partnership with brand transformation company, FutureBrand, the new iconic brand identity combines Air India’s glorious past with its drive to strive for excellence and innovate for the future, “thus creating an exceptional brand design for a premium global airline with an Indian heart”.
Travelers will start seeing the new logo throughout their journey from December 2023when the first Airbus A350 from Air India will enter the fleet in the new livery.
As a reminder, Air India has confirmed historic purchase agreements to acquire 470 aircraft from Airbus and Boeing for $70 billion (based on published list prices), with deliveries of the new aircraft commencing in November this year.
Air India’s fleet transformation has already begun with the rental And procurement of 20 wide-body aircraft this year. A US$400 million program to completely refurbish the interiors of its existing fleet of 43 wide-bodied aircraft begins in mid-2024, which will lead to the installation of brand new seats in every cabin, new in-flight entertainment systems and in-flight Wi-Fi internet connectivity. By March 2024, 33% of the airline’s wide-body fleet will be modernized, and over the next two and a half years, its entire long-haul fleet will be reborn.
Air India has also launched a new website and a news mobile appdelivering a vastly improved web experience with new digital tools and features.
The carrier will also launch a new client contact “open 24/7” in nine Indian and foreign languages by the end of this year, as well as a completely revamped loyalty program in early 2024 that will offer thousands of new redemption opportunities.
The airline is investing in the construction of new lounges at the airports of delhi And jfk of New York, having recently announced an expansion of the global lounge network, achieving 100% lounge access coverage for premium customers across all destinations in its international network.
Air India has now welcomed more than 5,000 new employees, including 3,200 members ofcabin crew and nearly 1,000 pilotsWho “Help drive the ongoing cultural transformation at the heart of Air India”. It is also investing heavily in building one of the world’s largest aviation training academies in India, which will hone a large number of aviation professionals.
