Air India on Thursday unveiled a new brand identity ‘The Vista’ inspired by the peak of the golden window frame that signifies limitless possibilitie and a new aircraft livery, nearly one-and-a-half years after Tata Group started piloting the carrier. And the iconic Maharaja logo will remain at the airline, which has embarked on an ambitious transformation plan, including placing orders for 470 planes.

The new look re-imagines the iconic Indian window shape, historically used by Air India, into a gold window frame that becomes central to the new brand design sysytem. It symbolises ‘a window of possibilities’.

Revealing the bold new look of Air India.

Our new livery and design features a palette of deep red, aubergine, gold highlights and a chakra-inspired pattern.

Travellers will begin to see the new logo and design starting December 2023.#FlyAI #NewAirIndia

*Aircraft shown are… pic.twitter.com/KHXbpp0sSJ

— Air India (@airindia) August 10, 2023

Designed in partnership with the brand transformation company, FutureBrand, the iconic new brand identity combines Air India’s glorious past with its drive to aim for excellence and innovate for the future, creating a standout brand design for a premium global airline with an Indian heart. Travellers will begin to see the new logo throughout their journey starting December 2023, when Air India’s first Airbus A350 enters the fleet in the new livery.