Tata-Backed Air India Unveils New Logo Signifying 'Window Of Possibilities', Aircraft To Sport New Livery As Well

Air India on Thursday unveiled a new brand identity and aircraft livery as the airline moves ahead with its transformation plan since being taken over by Tata Group more than one-and-a-half years ago.

The new look re-imagines the iconic Indian window shape, historically used by Air India, into a gold window frame that becomes central to the new brand design system. It symbolises a 'Window of Possibilities', according to a release.

Significance of the new logo

Air India's new logo symbol 'The Vista' is inspired by the peak of the gold window frame, signifying limitless possibilities, progressiveness, and the airline's bold, confident outlook for the future, it said in a release.

The airline said the 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," the release said.

Planes with new logo to fly from Dec 2023

The new brand identity has been designed in partnership with the brand transformation company FutureBrand.

Travellers will begin to see the new logo throughout their journey starting December 2023, when the airline's first A350 enters the fleet in the new livery, according to the airline.

Tata Group took control of loss-making Air India in January 2022.