Air India flies in 'Vista' in brand makeover

economictimes.indiatimes.com:

The new identity and colour come 18 months after Tata Sons bought the then struggling flag carrier from the government. Introducing the new identity, Tata Sons chairman N Chandrasekaran said it signalled the beginning of a new era at the airline which is synonymous to the «resurgent» new India. The new logo — 'The Vista' — is inspired by the peak of the gold window frame, historically used in Air India's widebody planes.

The company said it signifies limitless possibilities, progressiveness, and the airline's bold, confident outlook for the future. «The mission we have for the airline is also in the backdrop of a new resurgent India where the aspirations of everyone are limitless,» Chandrasekaran said. After the makeover, the iconic Maharajah, which has been the mascot of Air India since 1946, will now be used on the airline's cutlery and lounges.

«We are, of course, going to be using it but a little bit more in the background than what historically has been the case. But it is definitely an important icon,» Air India chief executive Campbell Wilson said, adding that the logo is not understood globally to the same extent as it is in India. «As we move a little bit farther from India, the familiarity with Maharaja is a little bit less, especially in the international community.

So, we will have to choose where to use him, and use him a bit more judiciously,» he said. The aircraft of the airline will also get a new livery featuring a palette of deep red, aubergine and gold highlights, as well as a chakra-inspired pattern. The current colours of Vistara, where the Tata Group owns a 51% stake, are aubergine and gold.