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.

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. X (Formerly Twitter) user Aarnav Kharwar posted these images about the new collateral used at the airport on X.

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.

Nice to see the new logo of @airindia today at @DelhiAirport – @Vinamralongani pic.twitter.com/w62Ve996Ab

— Jatinder Wasan (@JatinderWasan) December 18, 2023

Greetings from T3 @DelhiAirport where the old @airindia has made way for the new one.
The new branding looks fabulous and has been done airport wide.
This switchover was planned to coincide with the arrival of its 1st #A350. I bet she will be here very soon.#AvGeek #PaxEx pic.twitter.com/DFITU4U4K9

— VT-VLO (@Vinamralongani) December 18, 2023

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.

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.

Bottomline

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?

---

Liked our articles and our efforts? Please pay an amount you are comfortable with; an amount you believe is the fair price for the content you have consumed. Please enter an amount in the box below and click on the button to pay; you can use Netbanking, Debit/Credit Cards, UPI, QR codes, or any Wallet to pay. Every contribution helps cover the cost of the content generated for your benefit.

(Important: to receive confirmation and details of your transaction, please enter a valid email address in the pop-up form that will appear after you click the ‘Pay Now’ button. For international transactions, use Paypal to process the transaction.)

We are not putting our articles behind any paywall where you are asked to pay before you read an article. We are asking you to pay after you have read the article if you are satisfied with the quality and our efforts.