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Air India starts rolling out new global brand identity

Air India has started rolling out its recently unveiled global brand identity across guest touchpoints, beginning with a full switch to the new look across digital and online channels and rebranding at Delhi and Mumbai airports.

The new identity, unveiled in August 2023, is centered around the ‘Vista’, Air India’s logo icon and a symbol of limitless possibilities and progressiveness. The new look features Air India’s new brand colours, including Air India red, aubergine, rose gold, and accents of gold, as well as the extensive usage of customised iconography and a bespoke font, Air India Sans – all crafted to reflect a bold, modern, and world-class airline with an Indian heart. This spirit is now reflected in:

● A redesigned website,, and a new mobile app: Air India guests will now be able to enjoy a more seamless and intuitive online experience with streamlined booking flows, faster performance, new features, and a refreshed design that showcases the airline’s new brand identity. The new website and mobile app were designed and architected by Air India’s teams in Kochi and Silicon Valley.

● New social media avatar: Air India’s social media platforms have been revamped to reflect the new brand identity, offering engaging content and an interactive platform for guests to connect with the airline and fellow travellers.

● Gradual rollout at airports: Starting with Delhi and Mumbai airports, guests will begin to see the new branding come alive at various touchpoints, including check-in counters, boarding gates, lounges, and newly designed boarding cards. The rollout will progressively extend to other airports across Air India’s growing global network in the coming weeks.

“The network-wide switch to our new global brand identity is a landmark moment for Air India,” said Campbell Wilson, CEO & Managing Director, Air India. “It’s not just about bringing our new logo and colours to customer touchpoints; it’s a promise to our guests of a transforming travel experience that is modern, seamless, and infused with the warmth and hospitality that defines a new India and a new Air India. We are confident that the modern, world-class look of Air India will appeal to our guests globally and serve as a strong reminder of all the remarkable changes that have come or are to come to their Air India experience.”

The new Air India livery will feature on the A350 fleet and subsequently on other incoming brand-new aircraft. The in-flight rollout of the new global brand identity is linked to the airline’s soon-to-be-inducted Airbus A350 fleet as well as subsequent refurbishment of cabin products over the next few months.

“This is a transformation of great scale, and therefore, it may take us a while to achieve consistency in our product, service, and the overall ‘new Air India experience’. We will continue to seek the support of our guests as we modernise Air India and make it a world-class airline that India deserves,” Campbell Wilson added.

Earlier this year, Air India placed record-setting orders for 470 aircraft with Airbus and Boeing for USD 70 billion (at published list prices), from which the much-anticipated Airbus A350 aircraft will start arriving this month. A USD 400 million project for the refurbishment of 43 of Air India’s legacy widebody aircraft begins mid-2024, which will lead to the installation of brand-new seats in every cabin, new inflight entertainment systems, and inflight Wi-Fi internet connectivity.
Air India last week revealed new uniforms for its cabin and cockpit crews, designed by the famed Indian couturier, Manish Malhotra. The new uniforms will be introduced in a phased manner over the next few months, starting with the entry of service of Air India’s first Airbus A350. The airline will also soon reveal new uniforms for ground staff, engineers, and security personnel, designed by Manish Malhotra.


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