A New Air India is unveiled, representing bold New India on the world stage



We would like share with you the exciting news of Air India’s new global brand identity and aircraft livery.


The new design captures the essence of a bold new India, marking a milestone in the transformation of the national Indian institution into a national Indian and global inspiration.


It features a palette of deep red, aubergine, and gold highlights, as well as a chakra-inspired pattern to creating a standout brand design for a premium global airline with an Indian heart.


The press release is below and attached. Also attached are images of the new livery, new logo, an infographic and fact sheet. Additional images can be found here: www.airindia.com/in/en/rebrand-kit.html


If you have any questions, please don’t hesitate to get in touch.






A red and white sign with white text  Description automatically generated

A New Air India is unveiled, representing bold New India on the world stage


Air India unveils new global brand identity and aircraft livery


Phased launch of new Air India website, mobile app, loyalty program, and refitted interiors


Entirely new long-haul fleet to be flying by end of 2026


London, 10 August 2023: Air India, a Tata Group-owned airline, today unveiled a modern new brand identity and new aircraft livery that capture the essence of a bold new India, marking a milestone in its Vihaan.AI transformation of the national institution into a national inspiration.


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’.


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.


Air India’s brand-new aircraft livery and design features a palette of deep red, aubergine, and gold highlights, as well as a chakra-inspired pattern. It also boasts a striking new custom-made ‘Air India Sans’ font, marrying confidence with warmth to position Air India as premium, inclusive, and accessible.


Campbell Wilson, Air India CEO & MD, said: “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.”


Designed in partnership with the brand transformation company, FutureBrand, the iconic new brand identity combines Air India’s glorious past with its drive to aim for excellence and innovate for the future, creating a standout brand design for a premium global airline with an Indian heart.


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.


“Colours, patterns, shapes and how they come together and what they represent matter, but our actions speak so much louder. We are in the midst of a total transformation to reimagine the role of India’s flagship airline”, Wilson said.


Air India is making significant investments throughout the guest experience to elevate its service and to strengthening its position as the preferred airline for travellers flying to, from, and within India:


  • Air India has confirmed historic purchase agreements to acquire 470 aircraft from Airbus and Boeing at US$70 billion (based on published list prices), with deliveries of the new aircraft starting November this year.


  • The transformation of Air India’s fleet has already begun with the airline leasing and buying 20 widebody aircraft this year. A US$400 million programme to completely refurbish the interiors of its legacy fleet of 43 widebody aircraft commences 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. By March 2024, 33% of the airline’s widebody fleet will be upgraded, and over the next two-and-a-half years, its entire long-haul fleet will be reborn.


  • Air India has launched a new website and mobile app, offering a significantly improved web experience with new digital tools and features.


  • The carrier will also launch a new “open all hours, every day” customer contact centre in nine Indian and foreign languages by the end of this year, as well as a completely redesigned loyalty program in early 2024 that will enable thousands of new redemption possibilities.


  • The airline is investing in building completely new lounges at Delhi and New York JFK airports, having recently announced a global lounge network expansion, achieving 100% lounge access coverage for premium customers at all destinations in its international route network.


  • Air India has now welcomed more than 5,000 new staff, including 3,200 Cabin Crew and nearly 1,000 Cockpit Crew, who are helping to drive the cultural transformation taking place at the heart of Air India. It is also heavily investing in building one of the world’s largest aviation training academies in India that will upskill a massive number of aviation professionals.


To view the multimedia assets associated with Air India’s new brand identity, please click here: www.airindia.com/in/en/rebrand-kit.html



For worldwide media enquiries, please contact: The PC Agency team – Paul Charles / Michael Johnson / Katie Kershaw / Callum McGoldrick via AirIndia@pc.agency

For India media enquiries, please contact: Air India – Ronit Baugh via Ronit.Baugh@airindia.com


Notes to Editors:


About Air India:

Founded by the legendary JRD Tata, Air India pioneered India’s aviation sector. Since its first flight on October 15, 1932, Air India has built an extensive domestic network with non-stop flights to cities around the world, across the USA, Canada, UK, Europe, Far-East, South-East Asia, Australia, and the Gulf. After 69 years as a government-owned enterprise, Air India and Air India Express were welcomed back into the Tata group in January 2022. Air India is navigating through a major five-year transformation roadmap under the aegis of Vihaan.AI, with an ambition to become a world class airline with an Indian heart. The first phase of this transformation, the taxi phase was recently concluded, and focused on fixing the basics. These included bringing back to service many long grounded aircraft, addition of talent across flying and ground functions, rapid upgradation of technology and strengthening of customer care initiatives amongst others. 


A member of Star Alliance, the largest global airline consortium of leading international airlines, Air India offers seamless connectivity and facilities to passengers all over the world.




Jake Mellors | Senior Account Executive | The PC Agency 


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