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Air India unveils new logo

Air India new logo

In recent times, the question of whether the Maharaja would continue to grace the throne has captured the curiosity of many. However, Air India’s enduring and occasionally contentious mascot, the Maharaja, is not ready to step down just yet. In an unexpected move, the 91-year-old airline has unveiled a rebranding effort.

This revamp encompasses alterations to its logo and livery, introducing a fresh palette that notably includes a dash of regal purple. Alongside this, the company has divulged plans for transformations in its fleet and aircraft features.

The Evolution of Air India’s Logo

Replacing the emblem featuring the red swan and the Konark Chakra, which the airline had adopted in 2014, is a novel logo that brings a revitalized spirit. The redesigned Air India logo maintains the iconic red and white hues while introducing a delicate infusion of gold. This gold element subtly pays homage to the jharokha pattern adorning Air India’s aircraft windows. According to N Chandrasekaran, Tata Sons’ chairman, this emblem stands as a representation of boundless prospects and opportunities.

“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’,” the official press release reads.

The Livery

The new airline livery of Air India features deep red, aubergine, and gold highlights. The colors are inspired by the rich culture and history of India. The livery also features a chakra-inspired pattern, which represents the harmony of mind, body, and spirit. The new custom-made font, called “Air India Sans,” is meant to convey confidence and warmth.

“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,” says Campbell Wilson, Air India CEO and MD.

Upgrades to the fleet

Air India has confirmed purchase agreements to acquire 470 aircraft from Airbus and Boeing at US$70 billion. The airline has already leased and bought 20 widebody aircraft this year.

In addition to acquiring new aircraft, Air India is also investing in the refurbishment of its existing fleet. In mid-2024, the airline will begin a US$400 million programme to completely refurbish the interiors of its legacy fleet of 43 widebody aircraft. This will include new seats in every cabin, new inflight entertainment systems, and inflight Wi-Fi internet connectivity.

Investing in new lounges and a new app

The airline is building completely new lounges at Delhi and New York JFK airports. This will give premium passengers a more comfortable and enjoyable waiting experience before their flights.

Air India has also launched a new website and mobile app. The new app offers a better web experience and enhanced digital features. It also includes a new customer contact center that is open all hours, every day.

These investments in new lounges, a new app, and a new loyalty program are a sign of Air India’s commitment to providing a world-class travel experience for its passengers. The airline is determined to become a leading global carrier and these investments will help it achieve that goal.

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