Air India rebranding: Maharaja set for a makeover
Air India's current logo, which features a red swan adorned with the distinctive orange Konark Chakra, is set to undergo a transformation.
In Short
- Tata Group's Air India to get new logo, colour as part of rebranding
- New logo to signify evolving identity and ownership under Tata
- Livery encompasses symbols, colors, identifiers linked to airline branding
Tata Group-owned Air India is gearing up for a change in its livery colors and logo. The unveiling of the new branding is anticipated to take place at an event scheduled for August 10.
The airline's current logo, which features a red swan adorned with the distinctive orange Konark Chakra, is set to undergo a transformation, reflecting the evolving identity of the airline under its new ownership.
The term "livery" encompasses an array of elements such as symbols, insignia, colors, and identifiers that are intrinsically linked to an airline's brand.
This transformation follows Tata Sons' complete acquisition of Air India in January 2022. Through its fully owned subsidiary, Talace Private Limited, Tata Sons acquired a 100 percent stake in the airline.
Subsequently, it was announced that Air India and Vistara, another subsidiary of Tata Sons, would be merged to create a more unified entity. This merger is projected to be completed by March 2024, with Singapore Airlines holding a 25 percent stake in the amalgamated entity.
Furthermore, plans include the merger of Air India Express and Air Asia India, forming a single low-cost carrier airline.
The rebranding initiative gained momentum when Tata Group engaged London-based brand and design consultancy company Futurebrands in December 2022 to spearhead the rebranding process for Air India.
The objective was to reimagine the brand's identity, encompassing various aspects from the livery and cabin interiors to crew uniforms and insignia.
In April 2023, an internal communication from the Chief Executive Officer (CEO) Campbell Wilson unveiled that Air India was poised to introduce a host of new services as part of the rebranding journey.
This includes a new color scheme, revamped cabin interiors, fresh crew uniforms, and updated insignia. The iconic airline mascot, known as the Maharajah, was also part of the rebranding plans. It was even speculated that a female mascot might be introduced to the lineup.
The Maharajah has been an integral part of Air India's identity since its inception in 1946. The character, conceptualized by artist Umesh Rao and Bobby Kooka, Air India’s then commercial director, has been synonymous with the airline's unique identity.
