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Air India Unveils Bold New Logo, Retains Iconic Maharaja Mascot



Air India, the Tata-owned airline, recently underwent rebranding by unveiling a new logo representing a vision of boundless possibilities. The airline dedicated a significant 15 months to crafting this new symbol, which is set to replace the familiar red swan and orange-spoked logo inspired by the Ashoka Chakra.

New Logo – “The Vista”

Named ‘The Vista,’ Air India’s new logo is characterized by its contemporary design featuring shades of golden, red, and purple. The logo draws inspiration from the distinctive Indian window shape “jharokha,” historically associated with Air India, symbolizing a ‘Window of Opportunities.’

The airline emphasizes that ‘The Vista’ is more than a visual emblem; it elaborates on its forward-looking, progressive outlook and aspiration to become a world-class airline catering to global travelers. The logo parallels its design and the gold window frame’s peak, signifying limitless potential and a confident approach toward the future.

Designed in collaboration with London-based brand and design consultancy firm FutureBrand, the logo is expected to adorn Air India’s aircraft from December 2023. The unveiling coincides with introducing of Air India’s first Airbus A350 into its fleet, showcasing the new logo through its livery.

Maharaja stays 

However, amidst this bold transformation, Air India’s iconic mascot, the Maharaja, retains a role in rebranding. The cheerful character, often associated with the airline’s legacy, is set to take on a slightly altered part. While the Maharaja’s prominence might be reduced, it will still maintain a presence in the airline’s premium classes and airport lounges, paying homage to its historical significance.

Campbell Wilson, Air India’s CEO & MD, stated this rebranding is more than a visual change—it signifies the airline’s aspiration to achieve world-class status and to project a new, vibrant India on the global stage. “It has been with us for more than 75 years. It is very well known and beloved in India and amongst the Indian community overseas. We wanted to continue it, especially in local markets and with the Indian diaspora. As we move into international markets and beyond the Indian diaspora, the understanding of the Maharaja is not quite so clear. And it is not quite understood to stand for service and humility and Indian warmth and hospitality in the same way,” he said.

 He underlined that the new Air India identity is a fusion of contemporary confidence and the traditional Indian touch that India is known for.

Future Goals 

Air India’s transformation extends beyond the logo and mascot. The carrier is striving to enhance its image among passengers through the refurbishment of cabins, the introduction of new seats, and the retirement of older aircraft. The airline has recently placed a significant order for 470 aircraft and has outlined ambitious plans for the future, aiming to operate an entirely new long-haul fleet by the end of 2026.

The Tata Group’s takeover of Air India in January 2022 marked a turning point for the airline. Under Tata’s management, Air India has embarked on a journey to revitalize its brand, presenting a modern and vibrant image while retaining elements of its rich heritage. This rebranding and efforts to enhance customer experience signify the airline’s determination to compete with elite carriers like Emirates and Qatar Airways on the global stage.

As Air India readies itself for a new era, ‘The Vista’ logo symbolizes its ambition, adaptability, and readiness to soar to new heights in the ever-evolving aviation landscape.

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