Air India reveals new global brand identity and aircraft livery

The new look reimagines the Indian window shape, used by Air India, into a gold window frame that becomes central to the new brand design system.

Air India, a Tata Group-owned airline, unveiled a new brand identity and new aircraft livery, marking a milestone in its Vihaan.AI transformation of the national institution.

The new look reimagines the Indian window shape, used by the airlines, into a gold window frame that becomes central to the new brand design system - symbolising a ‘Window of Possibilities’.

Revealing the bold new look of Air India.



Our new livery and design features a palette of deep red, aubergine, gold highlights and a chakra-inspired pattern.



Travellers will begin to see the new logo and design starting December 2023.#FlyAI #NewAirIndia



*Aircraft shown are… pic.twitter.com/KHXbpp0sSJ

— Air India (@airindia) August 10, 2023

The new logo symbol - ‘The Vista’ - is inspired by the peak of the gold window frame, signifying limitless possibilities, progressiveness, and the airline’s outlook for the future.

The new aircraft livery and design features a palette of deep red, aubergine, and gold highlights, as well as a chakra-inspired pattern and custom-made ‘Air India Sans’ font.

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.”

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Designed in partnership with FutureBrand, the new brand identity combines their past with their future.

Travellers will begin to see the new logo throughout their journey starting December 2023, when the airlines' 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.