Air India has unveiled its new brand identity and aircraft livery that will be rolled out on its incoming Airbus A350 aircraft.

The Tata Group-owned airline said the new look reimagines the iconic Indian window shape, which has historically been used by Air India, into a gold window frame that becomes central to the new brand design, symbolising a “Window of Possibilities”.

The livery features a palette of deep red, aubergine, and gold, and a new custom-made ‘Air India Sans’ font.

Campbell Wilson, Air India CEO and MD, 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.

“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.”

Air India’s first Airbus A350 enters fleet with new livery

Passengers 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.

“Colours, patterns, shapes and how they come together and what they represent matter, but our actions speak so much louder. We are in the midst of a total transformation to reimagine the role of India’s flagship airline,” Wilson said.

Air India has confirmed historic purchase agreements to acquire 470 aircraft from Airbus and Boeing at $70bn (based on published list prices), with deliveries of the new aircraft starting November this year.

Leasing and buying 20 widebody aircraft

The transformation of Air India’s fleet has already begun with the airline leasing and buying 20 widebody aircraft this year.

A $400m programme to completely refurbish the interiors of its legacy fleet of 43 widebody aircraft commences mid-2024, which will lead to the installation of brand-new seats in every cabin, new inflight entertainment systems, and inflight Wi-Fi internet connectivity.

By March 2024, 33% of the airline’s widebody fleet will be upgraded, and over the next two-and-a-half years, its entire long-haul fleet will be reborn.

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