Air India’s ‘The Vista’, Maharaja Steps Back (Image: twitter.com/airindia)
Air India, Tata owned airlines, unveils new logo ‘the Vista’ keeping up with changing trends. The Vista, according to the Group, “captures the essence of bold new India, which marks a milestone in its Vihaan.AI transformation.” The new brand identity and aircraft livery was announced at New Delhi and would be seen by the end of December 2023 with Air India’s first Airbus A350 entering the fleet.
The new logo, Vista, will replace the old logo of a red swan and orange spokes inside the swan, inspired by the Konark Chakra. Vista is inspired by the peak of gold window frame, signifying, limitless possibilities, progressiveness and the airline”s bold new outlook. The colour combinations of the design and the livery is of aubergine, gold highlights and deep red with a chakra inspired pattern. However, this does not mean that the ‘Maharaja’ who has been with Air India for 75 years is retiring. The new logo has been designed in partnership with Future Brand.
Air India CEO Campbell Wilson said that Maharaja would continue with the airlines, not as a mascot but in the airline’s premium classes and airport lounges. Though they wanted to continue with the Maharaja, moving into international markets and beyond the Indian diaspora, the essence of Maharaja was “not quite understood to stand for service and humility and Indian warmth and hospitality in the same way”. He added that the airline “wanted to take the essence of the Maharaja, the warmth for hospitality, the service ethic and distil it down not just into the way that we behave, which is going to be obviously part of our DNA, but also in the way that we use it to carry forward some of Air India”s legacy in a classy and elevated way.”
On the changes, he said “Our transformative new brand reflects an ambition to make Air India a world-class airline serving guests from around the globe, and that represents a new India proudly on the global stage,”. He also added that “The new Air India is bold, confident, and vibrant, but also warm and deeply rooted to its rich history and traditions that make Indian hospitality a global benchmark for standards in service.”
Chairman of Tata Sons, N Chandrasekharan said on the occasion, “Air India is not just a business for us, it”s a passion, a national mission,” and that the “aim to have the best tech in the next 9-12 months.” He also added that some old aircraft would be retiring from the fleet.
In January 2022, Tata Group took over Air India. The Maharajah mascot which has become an icon for Air India was introduced in 1946 by Bobby Kooka, who was part of the airlines as commercial director. The new livery and designs received mixed reaction from netizens.
