Air India gets ready to reveal new brand identity

One of the significant events being looked forward to in August is the brand reveal for Air India. The new brand identity for the airline is supposed to be done later this month.

What we know about Air India’s new brand identity so far…

The Economic Times reported about the Air India brand identity recently, and it is said that Air India will bring together a new livery with red and white and a dab of purple to signify the absorption of Vistara into the main airline. The new livery will be first used on the A350-900, which the airline intends to receive later this year from Airbus.

ET also reports that the iconic Maharajah will no longer be used as a mascot of the airline. It will still remain a symbol of the airline, perhaps in the lounge and in the premium cabin, etc., but not used as widely as it used to be so far. The Maharajah icon was designed back in 1946.

a group of cut out cartoon characters in front of a building

This will mark the departure of another airline icon, which also had the Centaur logo. The Centaur mark was not transferred to the airline during privatisation.

Air India had signed with London-based brand and design consultancy firm Futurebrands to design Air India’s new branding strategy. Futurebrands has earlier handled the rebranding of American Airlines and Fiji Airways, amongst others.

The airline has assigned its creative duties to McCann Worldgroup India, helmed by Prasoon Joshi.


Air India is close to revealing its new livery and brand to a select set of audiences in the coming days, followed by an extensive advertising campaign around the same. The airline intends to reduce the role of the iconic Maharajah and bring in a dab of purple as a tribute to Vistara, which the master brand, Air India, will absorb.

What do you expect to see in Air India’s new brand identity in the coming days?

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About Ajay

Ajay Awtaney is the Founder and Editor of Live From A Lounge (LFAL), a pioneering digital platform renowned for publishing news and views about aviation, hotels, passenger experience, loyalty programs, travel trends and frequent travel tips for the Global Indian. He is considered the Indian authority on business travel, luxury travel, frequent flyer miles, loyalty credit cards and travel for Indians around the globe. Ajay is a frequent contributor and commentator on the media as well, including ET Now, BBC, CNBC TV18, NDTV, Conde Nast Traveller and many other outlets.

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  1. I actually like the AAmerican livery. The tail really stands out and clearly links to the US flag and America. Fiji is a bit more boring but there is some interesting signs in there as well.

    A clear link to India would do wonders for the relaunched brand. (and no, i am not advocating for Hindutva Orange!).

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