Air India has unveiled its new branding but will keep its iconic Maharaja mascot.
The airline, owned by the Tata Group, has introduced new logo that includes golden, red and purple colours, replacing the old logo of a red swan with orange spokes, inspired by the Ashoka Chakra.
For the nostalgic, its smiling Mahraja character, replete with its red turban and giant moustache, remains part of the branding.
Since taking control of Air India last year, Tata has spent millions of dollars updating its old planes, and ordering hundreds of new jets.
“The vision we have for the airline is also in the backdrop of a new resurgent India where the aspirations of everyone are limitless,” Air India chairperson N. Chandrasekaran said.
The Vista, the new logo for Air India, takes its inspiration from the peak of the gold window frame and stands for limitless possibilities, progress, and the airline’s bold, confident outlookfor the future, the company said in release.
The new logo “signifies limitless possibilities, progress, confidence and all of it,” added Chandrasekaran.
The airline believes that its modern new brand identity and new aircraft livery represent the spirit of a bold new India, marking a significant turning point.
“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 – symbolising a ‘Window of Possibilities’,” added the airline.
The new logo will be seen to travellers starting in December 2023, when Air India’s first Airbus A350 enters the fleet with the new livery.
“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.”
Air India CEO Campbell Wilson recently stated that the airline was planning to launch a number of new services as part of its rebranding process.