Air India, a Tata Group-owned airline, has unveiled a modern new brand identity and new aircraft livery that capture the essence of a bold new India, marking a milestone in its Vihaan.AI transformation of the national institution into a national inspiration.

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’.

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.

Air India’s brand-new aircraft livery and design features a palette of deep red, aubergine, and gold highlights, as well as a chakra-inspired pattern. It also boasts a striking new custom-made ‘Air India Sans’ font, marrying confidence with warmth to position Air India as premium, inclusive, and accessible.

Campbell Wilson, Air India CEO & MD, said: “Our transformative new brand reflects an ambition to make Air India a world class airline serving guests from around the globe, and that represents a new India proudly on the global stage. The new Air India is bold, confident, and vibrant, but also warm and deeply rooted to its rich history and traditions that make Indian hospitality a global benchmark for standards in service.”

Designed in partnership with the brand transformation company, FutureBrand, the iconic new brand identity combines Air India’s glorious past with its drive to aim for excellence and innovate for the future, creating a standout brand design for a premium global airline with an Indian heart.

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”, Wilson said.