Air India Completes Rebranding by Introducing new Design Scheme
Air India debuted a new brand identity on August 10, 77 years after Bobby Kooka invented the Maharajah and made it synonymous with the airline. The new identity and colour scheme were introduced 18 months after Tata Sons purchased the then-struggling flag carrier from the government. When introducing the new identity, Tata Sons chairman N Chandrasekaran stated that it marked the start of a new era at the airline, which is synonymous with the "resurgent" new India.
The new 'The Vista' logo is inspired by the peak of the gold window frame, which was previously used in Air India's widebody planes. According to the company, it represents limitless possibilities, progress, and the airline's bold, confident outlook for the future.
"The mission we have for the airline is also in the backdrop of a new resurgent India where the aspirations of everyone are limitless," Chandrasekaran said.
The iconic Maharajah, Air India's mascot since 1946, will now be used on the airline's cutlery and lounges following the revamp.
"Of course, we're going to use it, but it'll be a little more in the background than in the past." But it is undeniably an important icon," Air India CEO Campbell Wilson said, adding that the logo is not as well known globally as it is in India. "As we move further away from India, familiarity with Maharaja grows, particularly in the international community." So we'll have to pick and choose where to use him, and use him more sparingly," he explained.