Air India launches new brand across key customer touchpoints

  • December 20, 2023

Air India has officially launched its new look and feel embodying a modern look keeping in tone with the rich cultural heritage of India

Air India’s transformation journey changed a gear as the airline has officially shared it’s new global brand identity symbolizing ‘A Window of New Possibilities’. The new brand will progressively be seen across all customer touchpoints starting with a revitalised Air India website.

The Vista Symbol and the Chakra Pattern

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. The Chakra pattern is derived from the chakra of previous logo, delivered in a contemporary rendition. 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 – symbolizing a ‘Window of Possibilities’.

New Air India symbols
New symbols of the Air India brand. Photo: Supplied


The tailfin features the iconic Air India window device as a bold, directional statement of progress.

New Air India livery
The new Air India livery. Photo: Supplied

The bold wordmark on the body and the underbelly of the aircraft reflects the renewed confidence and stature that Air India brings to the world. The arrival of Air India’s first and India’s first Airbus A350-900 aircraft will mark an important landmark in fleet revitalization for the airline. Simultaneously, Air India will take delivery of one new narrowbody and widebody aircraft approximately every six days till the end of 2024.

Air India Airbus A350
Air India Airbus A350-900 with the new livery. Photo: Supplied

Baggage tags with a tier system with rich differentiated colours that is undeniably Indian at the core but is modern and progressive.

New Air India premium baggage tags
Tags for Premium cabins on Air India. Photo: Supplied

Crew Uniforms

Air India cabin crew will adorn new uniforms designed by leading Indian fashion designer Manish Malhotra to exude the sense of being quintessentially Indian through the silhouettes, colours, patterns and textures.

New cabin crew uniforms for Air India

The new uniforms will be first seen worn by the crew servicing the airline’s new Airbus A350 arriving in January 2024.

Air India

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