Air India rolls out branding update across airport and online channels

Der Aye, Durust Aye. Translates to Better Late Than Never in English. On August 10, 2023, Air India revealed their new brand identity, done up by Future Brands. 130 Days later, that branding left the Air India offices to show up at public touchpoints for the airline.

Air India rolls out new brand look at Airports on December 18, 2023

On December 18, 2023, Air India revealed a new look at all the offline points across India. I was travelling through Pune Airport last evening and noticed the new look there for the first time. The rollout has only been completed at Mumbai and Delhi Airport for now, and the other airports will gradually start seeing the new look and feel.

people standing in a building

It is not a complete switchover; as you can note, the queue busters are still in their old colours at Pune Airport. The airline had also started issuing boarding passes in the new colour scheme last evening. However, since I was flying Vistara, I wasn’t eligible for one. An X (Formerly Twitter) user posted these images about the new collateral used at the airport on X.

a group of cards on a black board

Air India Boarding Passes, Baggage Tags and Lounge invitations.

a group of signs in a airport

Air India check-in signage

a red sign with a gold and purple design

Air India Check-In Signage

a woman standing next to a sign

Air India Check-In Signage

a red counter with a picture of a person holding a flute

Air India Check-In Counter at Delhi IGIA T3

a passport with a ticket in it

Air India boarding pass jacket + boarding pass  

a luggage tag on a suitcase

Air India baggage tags

You will notice how Air India has reduced the use of Star Alliance logo units to a bare minimum, in this case, promoting its own identity over its membership in Star Alliance, which was the standard reference for about a decade. It was almost as if Air India announced itself as if it was a founding member of the Star Alliance back in the day.

Other folks tweeted their first impressions of Air India at Delhi Airport.

Air India rolls out new online identity on December 19, 2023

The online identity transition for Air India was done on December 19, 2023. The website was up first, and it now sports the new fonts and colour scheme of Air India, again with Star Alliance being relegated into a corner.

a woman smiling at the camera a screenshot of a flight schedule

The new identity, unveiled in August 2023, is centred around the ‘Vista’, Air India’s logo icon. The new look features Air India’s new brand colours, including Air India red, aubergine, rose gold, and accents of gold, as well as the extensive usage of customised iconography and a bespoke font, Air India Sans – all crafted to reflect an airline with an Indian heart. 

Rebranding on and inside aircraft

The new Air India livery will feature on the A350 fleet and other incoming brand-new aircraft. The in-flight rollout of the new global brand identity is linked to the airline’s soon-to-be-inducted Airbus A350 fleet and subsequent refurbishment of cabin products over the next few months.

Last week, Air India revealed new cabin and cockpit crew uniforms designed by the Indian couturier Manish Malhotra. The new uniforms will be introduced in phases over the next few months, starting with the entry of Air India’s first Airbus A350 into service.


Air India has finally started the rollout of its brand identity across its website, app, and social media, apart from the airports. Mumbai and Delhi have seen the new livery reflected already, but it will be rolled out across the rest of the airports in a phased manner. The first aeroplane to carry the new branding will be the new A350s, which the airline will start taking delivery of within 2023 (the next few days).

What do you make of the Air India brand collateral rollout across their touchpoints?

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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. Looks class and smart.

    It’s growing on me and brings a sense of luxury. nevertheless, the airline still has a long way to go. Let’s come back in a few years and see how they’ve evolved.

    Looking forward to see how the brand/look extends into the new lounges*.

    (*with 500+ aircraft, they would have the clout and cash to “demand” space within Indian Airports to break away from the airport operated lounge model).

  2. I was first adverse to the new identity of AI. The livery has since grown on me and I think that it is clever. Placing their slogan across the airport & in media might attract a new segment of population. I wish the best for Air India.

  3. Not just this but the tickets now also have new identity. I was just changing my seats. And got sent the new ticket in new colours.

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