Air India, the-country's second-biggest airline in terms of fleet size revealed its new brand logo and revamped identity on August 10, 2023. The rebranding comes as part of the airline's five-year transformation roadmap, Vihaan.AI, which aims to position Air India as a world class airline. ​

"​Our new livery and design features a palette of deep red, aubergine, gold highlights and a chakra-inspired pattern. Travellers will begin to see the new logo and design starting December 2023,” the airline said in a tweet. The aircraft windows have also changed, and reimagined into a gold window frame symbolizing a “window of possibilities.”

As per the release issued by the airline, the new logo called, ‘The Vista’, is inspired by the peak of the gold window frame “signifying limitless possibilities, progressiveness, and the airline’s bold, confident outlook for the future.” It replaces the old logo of a swan with orange spokes. All Air India airlines will be updated with the new branding by 2025.

Tata Sons chairman N Chandrasekaran said the new logo represents progressiveness and confidence. "Today is an important milestone, because the new Air India, the vision we have for the airline is also in the backdrop of a new resurgent India, where the aspirations of everyone are limitless,"

Revealing the bold new look of Air India.

Our new livery and design features a palette of deep red, aubergine, gold highlights and a chakra-inspired pattern.

Travellers will begin to see the new logo and design starting December 2023.#FlyAI #NewAirIndia

*Aircraft shown are… pic.twitter.com/KHXbpp0sSJ

— Air India (@airindia) August 10, 2023

Chandrasekaran said plans to revamp other aspects of the airline are in the works and the best of artificial intelligence and machine learning will be deployed at Air India.

S​peaking on the revamped brand identity, Air India CEO & MD Campbell Wilson 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.”