An important step in its Vihaan, Tata Group-owned airline Air India revealed a contemporary new brand identity and new aircraft livery that capture the ethos of a bold new India.AI turning a national institution into a source of inspiration for the entire country.
The new appearance transforms the recognizable Indian window shape, which Air India has historically utilized, into a gold window frame that serves as the centerpiece of the new brand design system and stands for a “Window of Possibilities.”
The top of the gold window frame served as the inspiration for Air India’s new brand symbol, “The Vista,” which stands for infinite possibilities, progress, and the airline’s audacious, assured perspective for the future.
The brand-new livery and design for Air India’s aircraft uses a chakra-inspired pattern and a color scheme of deep red, aubergine, and gold accents. Additionally, it features a striking new ‘Air India Sans’ font that was specially created, fusing assurance with friendliness to promote Air India as a premium, inclusive, and accessible airline.
“Our transformative new brand reflects an ambition to make Air India a world-class airline serving passengers from around the globe, and that proudly represents a new India on the global stage,” stated Campbell Wilson, CEO & MD of Air India.
“The new Air India is bold, confident, and vibrant, but it’s also warm and firmly rooted in its rich history and traditions, which make Indian hospitality a global benchmark for standards in service,” says the airline.
The stunning new brand identity for Air India was created in collaboration with the brand transformation firm FutureBrand and unites the airline’s illustrious past with its commitment to strive for excellence and invent for the future. The result is a distinctive brand design for a premium international airline with an Indian heart.
When Air India’s first Airbus A350 joins the fleet in the new livery in December 2023, passengers will start to notice the new logo throughout their flight.
“Colours, patterns, shapes, how they are put together, and what they stand for are important, but our actions speak much louder,” the author writes. We are undergoing a complete overhaul to rethink the function of India’s flag carrier, Wilson added.
To improve customer service and solidify its position as the go-to airline for travelers flying to, from, and within India, Air India is making considerable investments across the board:
With deliveries of the new aircraft beginning in November of this year, Air India has confirmed historic purchase agreements to buy 470 aircraft from Airbus and Boeing for US$70 billion (based on published list prices).
By leasing and purchasing 20 widebody aircraft this year, Air India has already started to alter its fleet. Beginning in mid-2024, a US$400 million initiative will totally renovate the interiors of its 43 vintage widebody aircraft. This project will result in the installation of brand-new seats in every cabin as well as new in-flight entertainment systems and Wi-Fi internet connectivity. 33% of the airline’s widebody fleet will be updated by March 2024, and during the following 2.5 years, the entire long-haul fleet will be completely reborn.
A new website and mobile app from Air India have been released, providing a vastly better web experience with new technological capabilities and features.
By the end of this year, the carrier will also introduce a new “open all hours, every day” customer support center in nine Indian and international languages. In early 2024, it will also roll out a newly overhauled loyalty program that will provide thousands of new redemption options.
The airline recently announced a global lounge network expansion, attaining 100% lounge access coverage for premium passengers at all locations in its international route network. As a result, the airline is investing in establishing whole new lounges at Delhi and New York JFK airports.
More than 5,000 new employees have now joined Air India, including 3,200 cabin crew members and roughly 1,000 cockpit crew members, who are assisting in the company’s internal culture revolution. It is also making significant investments in India to create one of the largest aviation training institutions in the world, which will upskill a sizable number of aviation professionals.
Source- Travel daily
