On Thursday, In an elaborate ceremony in New Delhi, India’s oldest air carrier Air India introduced its new logo and aircraft. The airline operated by the Tata Group has now abandoned its red arched window highlights in favor of a sleeker livery that would see its tail fin painted in shades of gold, red, and purple, and featured its name in bold on a red and gold underbelly.
In its new Airbus SE A350 aircraft, which are due to arrive later this year, Air India will display a brand new identity. At the event, Chief Executive Officer Campbell Wilson said that the new look designed by FutureBrand would bring Air India to the top of world aviation. However, a mixed response has been received from netizens on Air India’s new logo and color scheme across various online platforms. While some internet users welcomed the fresh and modern look, others expressed nostalgia for the airline’s previous emblem that had become a symbol of the nation’s aviation history.
Certain netizens praised the airline for its efforts to align with contemporary design trends, while a section of users remained critical, questioning the necessity of such a change and emphasizing the importance of maintaining a connection to the airline’s legacy. This mixed bag of responses underscores the challenge that brands often face when attempting to balance innovation with a respect for tradition, as they navigate the evolving preferences of their audience in the digital age.
The brand transformation business FutureBrand collaborated with Air India to create its new brand identity. The new logo, symbolizing this historic window with its peak of the golden spire, signifies limitless possibilities, progressiveness, trust and all those things, said N Chandrasekaran, the Chairman of Tata Sons. Starting in December 2023, the new logo will be visible to passengers throughout their journey. It aims to launch a total new fleet of long haul aircraft by the end of 2026.
Air India placed orders with Airbus and Boeing for 470 aircraft worth $70 billion based on published list prices earlier this year, and the deliveries of new aircraft will start in November. In order to implement its transformation plan, the airline will lease and buy 20 medium sized aircraft this year. In addition, it will begin a $400 million project in the middle of next year to complete interior refurbishment for its legacy fleet of 43 widebody aircraft. The carrier estimates that by March 2024, it will upgrade 33% of its widebody fleet. In January 2022, the Group took over Air India, which is a loss making airline.