Air India unveils new logo ahead of fleet expansion

Tata group-owned Air India unveiled a new brand logo, relegating its iconic Maharajah mascot to the background.

The airline said the new logo, called the Vista, is inspired from the window design used by the erstwhile state carrier Air India and “signifies limitless possibilities, progressiveness and a bold outlook for the future”.

The new logo “captures the essence of a bold new India, which marks a milestone in its Vihaan.AI transformation,” the company said. The airline also unveiled aircraft livery on Thursday.

Travelers can expect to see the new logo and design in December when deliveries of the first lot of 470 new aircraft are scheduled to commence following the signing of a multi-billion-dollar deal.

“We are in the middle of a total transformation to reimagine the role of India’s flagship airline,” Air India chief executive officer Campbell Wilson 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,” Wilson said. “The new Air India is bold, confident, and vibrant, but also warm and deeply rooted in its rich history and traditions that make Indian hospitality a global benchmark for standards in service.”

The iconic ‘Maharaja’, which served as Air India’s mascot for decades, will “live on” and continue to “be part of the airline’s journey into the future,” Wilson said. The mascot’s silhouette has been reserved for the aircraft’s crockery and glassware.

Speaking at the unveiling of the new logo, Tata Sons’ chairman N. Chandrasekaran said the company is focusing on upgrading human resources. 

“While we have ordered a large number of aircraft… We have to refurbish and get our current fleet to an acceptable level. It is going to be a lot of hard work, but the path is clear. We know where we want to be. The new logo represents our bold vision,” he said. 

“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 – symbolizing a ‘window of possibilities’,” the airline said in a press release.

Acknowledging the significance of customer experience, the airline said it is making substantial investments in enhancing its services, reinforcing its position as the preferred airline for both domestic and international travel.

A comprehensive transformation of the airline’s digital presence is also underway, with the launch of a new website and a mobile app designed to provide an enhanced digital journey for passengers.

Anticipating growing demand for air travel, Air India is acquiring 470 aircraft from industry giants Airbus and Boeing in a mega $70 billion deal. The agreement, signed in June, includes 34 A350-1000, 20 Boeing 787 Dreamliners, 10 Boeing 777X widebody aircraft, as well as 140 Airbus A320neo, and 70 Airbus A321neo.

The Airbus A350 is set to lead the way, with deliveries commencing in the coming months, potentially by November, while a major part of the order is scheduled to arrive from mid-2025.

Since the acquisition of Air India in January 2022, Tata Sons has undertaken a massive revamping exercise, with plans to merge the airline and Vistara to create a new unified entity.