Air India, the country's oldest airline founded in 1932 by JRD Tata has revealed its new brand identity today, following its transformation journey under the Tata Group. The airline has revealed a new livery colour, logo and a new brand identity ahead of the Air India-Vistara merger. The Air India's transformation follows Tata Sons' acquisition of the airline from the government in January 2022. Tata Sons Chairman N Chandrasekaran, who unveiled the new livery and logo at an event in New Delhi on August 10, 2023 said that Tata Group aims to take Air India to newer heights.


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Campbell Wilson, Air India CEO and 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.”



Air India: New Livery


Air India has revealed the new colour scheme for its aircraft as part of its transformation journey. Currently, the Air India livery is made up of red and white colours but the new livery now uses a touch of purple, red, and gold shade as well, borrowed fromVistara Airline. 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 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.



Air India: New Logo


The airline's new logo, replaces the current logo, which features a gold arc taking inspiration from Air India's 'Jharoka' style windows. The logo has undergone a transformation, reflecting the evolving identity of the airline under its new ownership. The old 'Chakra' inspired all-red logo will be removed from newer aircraft starting December 2023. Air India’s new logo symbol - ‘The Vista’ - is inspired by the peak of the gold window frame.


Air India: Maharaja Mascot


There were a lot of rumours on the future of the iconic Maharaja Mascot of the airline, which was launched with the inception of the brand in 1946. Reports speculated that Air India will replace the old mascot, while some said a Maharani mascot will be added to the mix. However, putting all the rumours to the rest, CEO Campbell Wilson said that the Maharaja will continue to exist.


Air India-Vistara Merger


Air India and Vistara, both being subsidiaries of Tata Sons, would be merged to create a more unified entity. This merger is projected to be completed by March 2024, with Singapore Airlines holding a 25 percent stake in the amalgamated entity. Currently, Singapore Airlines holds a 49 percent stake in Vistara with Tata Group having 51 percent stake. Furthermore, plans include the merger of Air India Express and Air Asia India, forming a single low-cost carrier airline.


Air India: 470 Aircraft Order


Earlier this year, Air India placed a massive order of 470 aircraft with plane makers Airbus and Boeing in a deal valued at $68 billion. The deal is part of an 840 aircraft order in total, where 470 firm and 370 option aircraft will be procured from Airbus and Boeing over the next decade. The order comprises 40 Airbus A350s, 20 Boeing 787s, and 10 Boeing 777-9s widebody aircraft, as well as 210 Airbus A320/321 Neos and 190 Boeing 737 MAX single-aisle aircraft.