Air India unveils new brand identity, symbolising ‘Window of Possibilities’

Air India undergoes a makeover. The new aircraft livery and design features a palette of deep red, aubergine, and gold highlights as well as a chakra-inspired pattern.

In its release, India’s oldest airline said that its new symbol, ‘The Vista’ takes its inspiration from the peak of the gold window frame and stands for limitless possibilities, progress, and the airline’s bold, confident outlook for the future.

Air India was fully acquired by Tata Sons in January 2022. The task of its rebranding went to McCann Workgroup India and the brand design was carried out by Futurebrands.

KnowALLedge Plus:

>Even after the rebranding, Air India will continue using its iconic ‘Maharaja’.

>The much-celebrated mascot originated in 1946, when Bobby Kooka, Air India’s Commercial Director, and Umesh Rao, an artist with advertising agency J. Walter Thompson, together created the moustachioed icon.

>Kooka famously said, “We call him a Maharajah for want of a better description. But his blood isn’t blue. He might look like royalty, but he isn’t royal.”

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