Air India, a Tata Group-owned airline, is all set to come up with its new colour and logo. The unveiling of the new branding is anticipated to happen at an event on August 10.
Currently, the airline’s logo features a red swan adorned with an orange Konark Chakra, but now it will undergo a major transformation, reflecting the evolving identity of the airline under its new ownership.
It is said that this transformation follows Tata Sons’ complete acquisition of Air India in January last year. Through its fully owned subsidiary, Talace Private Limited, Tata Sons acquired a 100 per cent stake in the airline.
That’s not it, it was also announced that Air India and Vistara another subsidiary of Tata Sons, would be merged to create a more unified entity. This entire merger project is set to be completed by March 2024, with Singapore Airlines holding almost 25 per cent stake in the entity.
There are also plans to merge Air India Express and Air Asia India forming a single low-cost carrier airline.
Since December 2022, when Tata Group engaged London-based brand and design consultancy company Futurebrands to spearhead the rebranding process for Air India, the airline announced to the rebranding initiative has gained momentum.
The prima focus of this initiative was to reimagine the brand’s identity, encompassing several aspects from the livery (The term encompasses an array of elements such as symbols, insignia, colours, and identifiers that are intrinsically linked to an airline’s brand) and cabin interiors to the crew uniforms and insignia.
Recently in April, an internal communication from the airline’s CEO Campbell Wilson unveiled that Air India was poised to introduce a host of new services as part of the rebranding journey, which includes a new colour scheme, revamped cabin interiors, fresh crew uniforms, and updated insignia. Apart from these, the most iconic mascot of the airline, known as ‘Maharajah’, was also part of the rebranding plans. According to the speculations, it s expected to have a female mascot this time.
Taking notes from Air India’s mascot, the Maharajah has been an integral part of Air India’s identity since its inception in 1946, which was conceptualised by two artists Umesh Rao and Bobby Kooka, Air India’s then commercial director, and has been synonymous with the airline’s unique identity.
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