As part of Air India’s transformation program, Vihaan.AI, a new brand identity was unveiled in August 2023 representing a bold new India on the world stage. A mix of heritage and modernity, the new Air India is confident, vibrant but also warm and deeply rooted to its rich history and traditions. A global airline with an Indian heart!

The window of possibilities

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.

The aircraft livery

The tailfin features a palette of deep red, aubergine, and gold highlights and a chakra-inspired pattern within the iconic window device reflecting a bold, directional statement of progress. The body and the underbelly sport a striking new custom-made ‘Air India Sans’ font, marrying confidence with warmth to position Air India as premium, inclusive, and accessible. It is the canvas for the carrier’s renewed confidence and ambition to become one of the best airlines in the world.

Crew uniforms

A new era unfolds with a fresh collection of uniforms for the cabin and cockpit crew. From ready-to-wear ombré sarees and bandhgalas for the cabin crew to sharper, classic black double-breasted suits with a print inspired by the Vista for pilots—the new designs are sharper and modern yet bear a hint of heritage. Speaking about the uniforms, couturier Manish Malhotra reveals, “My aim was to create uniforms that capture the essence of India’s diverse culture and traditions, while also embodying a modern and sophisticated look.”

Malhotra has also designed the shoes – the female cabin crew wear dual-tone (black and burgundy) block heels and the male cabin crew wear comfortable black brogues. The uniforms also include accessories like pearl earrings and sling bags for the female cabin crew. 

The iconic Maharaja

Since the mascot’s inception in 1946, created by the legendary Bobby Kooka, the Maharaja has always played an integral role in Air India’s journey as it forayed into new countries. In his renewed avatar, he dons a dapper and youthful look with a bejewelled turban featuring a golden kalgi, stylish juttis, a textured kurta in Air India’s new colours with gold buttons and a gold pocket square. The Maharaja appears in an understated yet unmissable manner at signature spots on elevated touch points in the flyer’s journey, such as First Class, exclusive lounges, and luxury products. 

The airline is in the process of a complete transformation and the renewed brand identity is an important milestone in this journey. Here’s to new beginnings and possibilities!