On August 10, Air India Chairperson N Chandrasekaran introduced a new logo, identity, and jet livery for the former state-run airline as part of a multi-million dollar overhaul of the former state-run carrier.

The airline’s new logo has a sophisticated design in gold, crimson, and purple. It will replace the previous logo, which was influenced by the Ashoka Chakra and featured a red swan with orange spokes within.

According to the official announcement, Air India’s new brand symbol – ‘The Vista’ – is inspired by the top of the gold window frame, which represents “limitless possibilities, progressiveness, and the airline’s bold, confident outlook for the future.”

Air India’s new aircraft paint and design also includes a chakra-inspired pattern with a palette of deep red, aubergine, and gold accents. It also includes a bespoke ‘Air India Sans’ typeface.

“Travellers will begin to see the new logo throughout their journey starting December 2023, when Air India’s first Airbus A350 enters the fleet in the new livery,” Air India stated.

Campbell Wilson, Air India CEO & MD mentioned in a statement: “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.”

“Air India is a passion, big national mission. Our aim is to make this airline a truly world class airline that every Indian will be proud of. Fully committed on this journey until we make this happen sooner,” averred Chandrasekaran in conversation with the reporters in a press conference.

Campbell also stated that the airline’s distinctive “Maharaja” mascot will continue to exist and be a part of the airline’s journey in the future.