Tata-owned Air India unveiled its new logo and livery on August 10, 2023, to mixed reactions.
The new identity has been created by IPG’s Futurebrand and films revealing the new identity have been conceptualised by McCann Worldgroup.
Speaking with Medianews4u.com, Ujaya Shakya, Founder of Outreach Nepal and author of Brandsutra, says, “As someone who has been a loyal Air India customer for over two decades, traveling frequently to India, I am truly charmed by the elegance with which the rebranding has been executed. The depiction of a young girl holding an iconic window not only encapsulates the brand’s aspirations for boundless possibilities but also resonates deeply with India’s soaring accomplishments in the world economy. As the nation’s flagship carrier, the inclusion of mostly child characters in the launch film harmonises perfectly with the overarching theme of ‘Window of possibilities’.”
He adds, “Rebranding is a challenge, particularly when dealing with a legacy brand as deeply rooted as Air India. The process of rebranding needs more than just a visual shift – it signifies a profound business transformation that aligns with a redefined brand purpose, shaping stronger consumer connections.”
Not everyone is kicked about the new identity. Commenting on LinkedIn, Anantha Narayan, Founder, Albert Dali Naming Consultants, said, “India’s national airline deserved a better logo. No matter how you spin it, this is underwhelming. Indigo beats them hollow in terms of branding. The earlier typeface had character. The red swan and Konark chakra had an Indian story. The new identity in comparison is neither Tata nor India. The golden window feels blah.”
Social media also presented positive reviews of the identity. Brand Coach Sonali Brahma said in her post referring to the new look that ‘reimagines the iconic Indian window shape, historically used by Air India, into a gold window frame that becomes central to the new brand design system – symbolising a ‘Window of Possibilities’’: “If you ask me, rebranding is a great step to reaffirm Air India’s commitment to its guests and its own people. It signals a new vision, refreshed service and new features. An Indian airline for the world citizen that will make us proud. A window opening out to a new vista – a new world of possibilities.”
Asked for his opinion, Satyapal Unnikrishnan, Investment banker, startup strategist and former Marketing Head at Transitions Lenses and the Force India F1 team, said, “Left wondering where is the India connect to the new identity. Looks like a lazy work around of an excellent communication idea made to force fit a logo or a brand identity. Poor execution of brief, has eroded years of the strong Indian connect that the brand had so carefully nurtured.”
Mahesh Gharat, ad filmmaker and former creative and art director at Ogilvy, said, “I like the new Air India logo. It’s modern yet contemporary. The concept of designing a window in an arch form reminds me of Air India’s aircraft windows. Which gives me the feeling of a Maharaja looking at a new world through the window. The logo typeface is also complimenting the window concept. It’s simple, it’s nice. The colours also remind me of the great legacy which the iconic ‘Maharaja’ has. Overall this is good. Look forward to seeing Air India in a new avatar.”
Adds Shakya, “I hope that other legacy brands are paying attention to the recent wave of rebranding across the globe. By embracing these changes, brands can better adjust to the evolving landscape and effectively connect with consumers.”
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