Air India gets ready to reveal new livery and branding in August

Aviation737 · Thu Aug 03, 2023 2:36 pm

From the article "It is said that Air India will bring together a new livery with red and white and a dab of purple to signify the absorption of Vistara into the main airline. The new livery will be first used on the A350-900,"

Any ideas what it might look like especially with the purple?

Source: https://livefromalounge.com/air-india-g ... -identity/

Maanav27 · Thu Aug 03, 2023 2:54 pm

Aviation737 wrote:
From the article "It is said that Air India will bring together a new livery with red and white and a dab of purple to signify the absorption of Vistara into the main airline. The new livery will be first used on the A350-900,"

Any ideas what it might look like especially with the purple?

Source: https://livefromalounge.com/air-india-g ... -identity/

Would've loved the UK livery with AI colors just like UA/CO

winGl3t · Thu Aug 03, 2023 3:03 pm

Hope they don't mess up that classic and dinstictive livery!

rj777 · Thu Aug 03, 2023 4:00 pm

I bet the taj mahal things around the windows are leaving

eta unknown · Thu Aug 03, 2023 4:02 pm

rj777 wrote:
I bet the taj mahal things around the windows are leaving

Hope not- it's what makes the AI colors distinctive!

MrHMSH · Thu Aug 03, 2023 4:13 pm

Time moves on and all that, but I will be sad to see the current livery go. Portrays 'flag carrier of India' very elegantly.

kriskim · Thu Aug 03, 2023 4:53 pm

Hopefully they get rid of the “AIR INDIA” titles on the tail, I always thought it was weird. I prefer the version on the 787 without.

drgmobile · Thu Aug 03, 2023 4:59 pm

Maanav27 wrote:
Aviation737 wrote:
From the article "It is said that Air India will bring together a new livery with red and white and a dab of purple to signify the absorption of Vistara into the main airline. The new livery will be first used on the A350-900,"

Any ideas what it might look like especially with the purple?

Source: https://livefromalounge.com/air-india-g ... -identity/

Would've loved the UK livery with AI colors just like UA/CO

While I was no fan of what UA/CO did there (it seemed lazy to me), I agree this would be lovely. I actually hope they keep something fairly classic Air-India, and keep the logo the same. I actually quite like the current livery.

FromCDGtoSYD · Thu Aug 03, 2023 5:05 pm

I bet it’ll be a slightly modified version of the 787 livery with a wavy element incorporated to modernise it and that’ll be where the splash of purple goes. Something along the lines of:

-UA 787 livery where the « ribbon » would be purple.
-Sommething like EVA 787, purple underbelly which would waves on the sides and merge into the distinctive red AI logo.

I reckon the second one would work well because of how subtle yet elegant the Vistara purple is. But a cheatline is not unheard of on AI planes so option 1 could be it too.

And yes the Air India on the tail has to go.

Jetcruiser · Thu Aug 03, 2023 6:47 pm

Their current livery is nice but honestly, it's about time. I wanted to see them in a new look for a while now. Hope they don't make me regret my words.

Spiderguy252 · Thu Aug 03, 2023 7:07 pm

When is the first A350 due to be delivered? It's an Aeroflot NTU I believe.

SurlyBonds · Thu Aug 03, 2023 7:36 pm

eta unknown wrote:
rj777 wrote:
I bet the taj mahal things around the windows are leaving

Hope not- it's what makes the AI colors distinctive!

Precisely. Getting rid of those would be a terrible branding mistake.

CBBW · Thu Aug 03, 2023 7:53 pm

I like the current livery (and the Vistara livery, for that matter) but if they’re looking to reinvent the whole company a new livery is an obvious step. I’ll be very interested to see what they come up with.

Starfuryt · Thu Aug 03, 2023 8:48 pm

can't wait for another bland eurowhite version of a great livery...looking at you LH

KLAM · Thu Aug 03, 2023 9:22 pm

I am sorry to be the bearer of bad news:

https://aviationa2z.com/index.php/2023/ ... exclusive/

This is what some people are saying is the new livery - It is not that bad, I did like the previous one better.

Polot · Thu Aug 03, 2023 9:27 pm

KLAM wrote:
I am sorry to be the bearer of bad news:

https://aviationa2z.com/index.php/2023/ ... exclusive/

This is what some people are saying is the new livery - It is not that bad, I did like the previous one better.

I prefer that to the current livery, which I feel tries to stuff too many elements into the design (787 livery less so).

manny · Thu Aug 03, 2023 9:27 pm

That dab of purple is going to be ugly. Hope they convince me I am wrong.

aviationjunky · Thu Aug 03, 2023 9:28 pm

KLAM wrote:
I am sorry to be the bearer of bad news:

https://aviationa2z.com/index.php/2023/ ... exclusive/

This is what some people are saying is the new livery - It is not that bad, I did like the previous one better.

I don't HATE it, but it's nothing compared to what it currently is! I do like that it looks more modern, but I wish they would've kept the window arches!

smi0006 · Thu Aug 03, 2023 10:56 pm

Jetcruiser wrote:
Their current livery is nice but honestly, it's about time. I wanted to see them in a new look for a while now. Hope they don't make me regret my words.

The current livery is iconic- but also is so wrapped up in the poor reputation of AI only option is to change for a full internal an external rebirth of the airline! Hope they reveal new uniforms, cabins and lounges too.

They have an amazing opportunity here! I hope they blend something modern with Indian culture. Hope they don’t waste it! I’ve never been more excited about a former government airline reinventing itself - about the only one I truly believe has a chance of turning itself around!

I very much doubt they would leak it - that’s just a random fanboy attempt surely? I do think if it’s the livery keeping the similarity with AI and express is a bad call. I think they should rename Air India Express completely and separate the brand - like Jetstar and Qantas.

sudenmorsian · Fri Aug 04, 2023 12:29 am

KLAM wrote:
I am sorry to be the bearer of bad news:

https://aviationa2z.com/index.php/2023/ ... exclusive/

This is what some people are saying is the new livery - It is not that bad, I did like the previous one better.

That was just some graphic designer’s mock-up for a brand redesign back in May. They are unaffiliated with the actual agency in charge of the rebrand.

tullamarine · Fri Aug 04, 2023 1:00 am

Whatever they do, they need to go with a more distinctive white. The current creamy color looks permanently grubby and just feeds into the trope that AI don't look after their planes or their customers.

rj777 · Fri Aug 04, 2023 1:25 am

Looks like I was right and the little taj mahal things around the windows are going away.

mga707 · Fri Aug 04, 2023 1:30 am

rj777 wrote:
Looks like I was right and the little taj mahal things around the windows are going away.

They disappeared once before and then returned, didn't they?

SkyEye350 · Fri Aug 04, 2023 1:36 am

KLAM wrote:
I am sorry to be the bearer of bad news:

https://aviationa2z.com/index.php/2023/ ... exclusive/

This is what some people are saying is the new livery - It is not that bad, I did like the previous one better.

Not a real livery. Wait for the FutureBrands reveal

SkyEye350 · Fri Aug 04, 2023 1:36 am

Livery to be revealed on August 10th per some Twitter posts

smi0006 · Fri Aug 04, 2023 4:06 am

SkyEye350 wrote:
KLAM wrote:
I am sorry to be the bearer of bad news:

https://aviationa2z.com/index.php/2023/ ... exclusive/

This is what some people are saying is the new livery - It is not that bad, I did like the previous one better.

Not a real livery. Wait for the FutureBrands reveal

Have future Brand done any previous work for other carriers? Be curious to see their style

NYCAAer · Fri Aug 04, 2023 4:08 am

smi0006 wrote:
SkyEye350 wrote:
KLAM wrote:
I am sorry to be the bearer of bad news:

https://aviationa2z.com/index.php/2023/ ... exclusive/

This is what some people are saying is the new livery - It is not that bad, I did like the previous one better.

Not a real livery. Wait for the FutureBrands reveal

Have future Brand done any previous work for other carriers? Be curious to see their style

AA’s current livery since 2013.

EnigmaCoast · Fri Aug 04, 2023 4:13 am

I knew I'd seen chatter about this very thing before!

The first aircraft unveiled in the new scheme was the 747-200 VT-EBN, Emperor Rajendra Chola. Unfortunately for Jetley the new scheme was loathed by the Indian public. Deeply conservative they were appalled at the removal of the ‘Flying Palace’ (in particular the temple windows) and especially the Maharaja character. These sentiments were no doubt whipped up by elements from within the airline and the press.
There were street demonstrations and staff refused to call the First Class lounges Sun Lounges and instead continued to call them Maharaja lounges. Inflight crews made a point of mentioning the Maharaja during in flight announcements. In retrospection it is hard to not see the outcry as a weapon used by disgruntled staff to attack the Jetley management they hated.

https://www.yesterdaysairlines.com/airl ... un-1987-90

I wonder if this will be the once-and-for-all end of the Flying Palace? Monochrome liveries that look like an ad for an insurance company or similarly exciting organization seem to be the way to go. And when "Eurowhite" is not the branding scheme that's used, you get jetBlue v.2023. :duck:

I suppose it's very hard to justify aircraft liveries that are unique in design, complex in application, and difficult to maintain so many paint variations when most customers of today really only seem to care how the airline's app works. Here's hoping for a few pops of colour and a nod towards AI's history to emerge.

sfojvjets · Fri Aug 04, 2023 6:34 pm

From the economics times article:

Vistara has set a high-quality service standard but it is hardly known outside India,” said the person cited above. “So while a dash of purple is being retained on the tail and engine of the aircraft, the name will no longer be used.

https://economictimes.indiatimes.com/in ... s?from=mdr

So it looks like Vistara's elegant "aubergine" color will be used as a highlight on the tail and engine.

smi0006 wrote:
Have future Brand done any previous work for other carriers? Be curious to see their style

AA
Fiji
Air Tahiti Nui
Air Malta

That's all I believe, but I think they're all success stories which should be good news for AI. I am most impressed with what they did with Fiji Airways' entire brand.

Motorhussy · Fri Aug 04, 2023 8:11 pm

I am so glad the current livery is going, it’s a hot mess hybrid hotchpotch of ideas.

The only good thing about it was the retention of the shamiana style window frames but they lost their prominence with the ugly and futile cheat lines beneath. And the inclusion of only a fraction of the konark wheel on the tail is disrespectful to Hindu heritage, plus the way it’s centred draws attention away from the flying swan and deadens the feeling of flight and elevation.

I hope the new livery holds a single cohesive design drawing on India’s immense heritage and proudly projecting it into the future. I’m interested to see how Future Brand incorporate the purple tail nod to Vistara as this design firm is behind many of my favourite airline colours that draw so interestingly on a nation’s culture and history.

This is exciting.

usdcaguy · Sat Aug 05, 2023 12:13 am

KLAM wrote:
I am sorry to be the bearer of bad news:

https://aviationa2z.com/index.php/2023/ ... exclusive/

This is what some people are saying is the new livery - It is not that bad, I did like the previous one better.

I’m not that impressed, but it’s not as shockingly bad as the change in AA’s new livery several years ago. It was likely time that Air India move on to something more modern, but honestly there’s not much difference between this look and Target’s look. Of course, most Indians don’t shop at Target, but it’s noticeable. The orange and yellow colors don’t help, though I know how significant marigolds are in India.

res77W · Sat Aug 05, 2023 12:56 am

The 787 look with richer colors and a font change would be fine. But, still excited to see what comes next week.

-Rowen

SurlyBonds · Sat Aug 05, 2023 1:11 am

Starfuryt wrote:
can't wait for another bland eurowhite version of a great livery...looking at you LH

When did LH *not* have a Eurowhite livery?

SurlyBonds · Sat Aug 05, 2023 1:17 am

usdcaguy wrote:
The orange and yellow colors don’t help, though I know how significant marigolds are in India.

Orange and yellow are ubiquitous colors in India, as are marigold flowers. Unless they want to brand "against type," they're almost certain to stay.

alfa164 · Sat Aug 05, 2023 2:45 am

NYCAAer wrote:
smi0006 wrote:
SkyEye350 wrote:
Not a real livery. Wait for the FutureBrands reveal

Have future Brand done any previous work for other carriers? Be curious to see their style

AA’s current livery since 2013.

That's a very bad sign...

smi0006 · Sat Aug 05, 2023 3:22 am

sfojvjets wrote:
From the economics times article:

Vistara has set a high-quality service standard but it is hardly known outside India,” said the person cited above. “So while a dash of purple is being retained on the tail and engine of the aircraft, the name will no longer be used.

https://economictimes.indiatimes.com/in ... s?from=mdr

So it looks like Vistara's elegant "aubergine" color will be used as a highlight on the tail and engine.

smi0006 wrote:
Have future Brand done any previous work for other carriers? Be curious to see their style

AA
Fiji
Air Tahiti Nui
Air Malta

That's all I believe, but I think they're all success stories which should be good news for AI. I am most impressed with what they did with Fiji Airways' entire brand.

When I saw AA that made me nervous, FJ have an exceptionally cohesive brand - from livery, uniforms, lounges and cabins- it all fits together so well! Not too sure on TN but I would say all three (even AA) are culturally appropriate and take the local context into consideration- a winning combo for AI.

I just hope AI start to be seriously tough on brand control - nothing worse than tatty off brand, or dated branding/signage about. Although I’m Sure TATA will be well across this.

Do AI have a comprehensive lounge network in India? This isn’t something I’m overly familiar with Indian carriers. Or do they all use Airport company/3rd party lounges?

findingnema · Sat Aug 05, 2023 4:11 am

sfojvjets wrote:

smi0006 wrote:
Have future Brand done any previous work for other carriers? Be curious to see their style

AA
Fiji
Air Tahiti Nui
Air Malta

That's all I believe, but I think they're all success stories which should be good news for AI. I am most impressed with what they did with Fiji Airways' entire brand.

Going back quite some way, but they were also responsible for the JMC brand here in the U.K. (with their very clever “unwrapping the package holiday piece by piece” campaign), followed by the rebrand a few years later to Thomas Cook.

OA260 · Sat Aug 05, 2023 9:40 am

rj777 wrote:
I bet the taj mahal things around the windows are leaving

Once that goes it trashes a historic timeless livery and just makes it another boring waste of money.

Qatara340 · Sat Aug 05, 2023 9:45 am

India has such an incredible diverse architecture and nature, that there are almost a million thing to choose from as a logo and they chose a square?

Do not like it. Maybe for a LCC.

VirginFlyer · Sat Aug 05, 2023 10:29 am

Qatara340 wrote:
India has such an incredible diverse architecture and nature, that there are almost a million thing to choose from as a logo and they chose a square?

Do not like it. Maybe for a LCC.

They didn’t

V/F

DTWLAX · Sat Aug 05, 2023 3:12 pm

KLAM wrote:
I am sorry to be the bearer of bad news:

https://aviationa2z.com/index.php/2023/ ... exclusive/

This is what some people are saying is the new livery - It is not that bad, I did like the previous one better.

To all those who are thinking this is the new livery... it is NOT!!
If AI is revealing the new livery on Aug 10th, do you all really think a random website is going to disclose the new livery a month in advance?

AtomicGarden · Sat Aug 05, 2023 4:50 pm

Even if that's not the real deal - I kinda like it. Red, orange, grey, the suit well together and the tail looks modern. Just shrink the big letters and put them away from the windows. All in all it does look Indian to me.

CBBW · Sat Aug 05, 2023 5:19 pm

Futurebrand designed the “toothpaste” Air Canada livery I believe. They’ve done some interesting work.

Ziyulu · Sat Aug 05, 2023 5:20 pm

It might look like the one used by Juneyao Airlines.

KLAM · Sat Aug 05, 2023 10:36 pm

DTWLAX wrote:
KLAM wrote:
I am sorry to be the bearer of bad news:

https://aviationa2z.com/index.php/2023/ ... exclusive/

This is what some people are saying is the new livery - It is not that bad, I did like the previous one better.

To all those who are thinking this is the new livery... it is NOT!!
If AI is revealing the new livery on Aug 10th, do you all really think a random website is going to disclose the new livery a month in advance?

I do love the arrogance of some people...
It may be the new livery or it may not be the livery... we will know on August the 10th. Many liveries were leaked way before their official reveal on random websites... I remember Iberia, Aegean, and American.

sudenmorsian · Sun Aug 06, 2023 12:14 am

KLAM wrote:
DTWLAX wrote:
KLAM wrote:
I am sorry to be the bearer of bad news:

https://aviationa2z.com/index.php/2023/ ... exclusive/

This is what some people are saying is the new livery - It is not that bad, I did like the previous one better.

To all those who are thinking this is the new livery... it is NOT!!
If AI is revealing the new livery on Aug 10th, do you all really think a random website is going to disclose the new livery a month in advance?

I do love the arrogance of some people...
It may be the new livery or it may not be the livery... we will know on August the 10th. Many liveries were leaked way before their official reveal on random websites... I remember Iberia, Aegean, and American.

That branding concept comes from Romit Sarkar (https://www.romitsarkar.com/air-india-rebranding) who according to their resume is a graphic designer who lives in New Jersey and works for JK Designs (https://www.romitsarkar.com/resume). They have no affiliation with London-based FutureBrand who Air India have tasked with their rebranding (https://www.business-standard.com/artic ... 171_1.html). Leaks are definitely possible but this person shared this several months ago on their personal website — surely you can see why it’s unlikely to be relevant to the actual rebranding?

teriyaki · Sun Aug 06, 2023 12:46 am

CBBW wrote:
Futurebrand designed the “toothpaste” Air Canada livery I believe. They’ve done some interesting work.

If anything, it seems like Futurebrand is very adept and not shy to incorporate elements that evoke a feeling that is linked to the Airline's home.

The toothpaste isn't everyones favourite, but it certainly stood out in a sea of euro-white. And I understood it to be a reflection of the frigid arctic that Canada is associated with.

The absolute wizardry they did with the Fiji Airlines rebrand is also splendid. I have high hopes for what they can do with Air India.

ahj2000 · Sun Aug 06, 2023 3:00 am

teriyaki wrote:
CBBW wrote:
Futurebrand designed the “toothpaste” Air Canada livery I believe. They’ve done some interesting work.

If anything, it seems like Futurebrand is very adept and not shy to incorporate elements that evoke a feeling that is linked to the Airline's home.

The toothpaste isn't everyones favourite, but it certainly stood out in a sea of euro-white. And I understood it to be a reflection of the frigid arctic that Canada is associated with.

The absolute wizardry they did with the Fiji Airlines rebrand is also splendid. I have high hopes for what they can do with Air India.

Agree. Especially with Fiji. It’s gorgeous.

The new AA, while controversial here, is liked by the non-geeks I’ve talked to and I think it is a decently “icónic” look. Ties in the US history too, FWIW. The Malta one is also good looking IMO. I think they’ll do well with this. Hopefully Tata has helped them form a good, modern brand for AI.

SXDFC · Sun Aug 06, 2023 3:35 am

IMHO Futurebrand did a great job with the AA, KM, and FJ liveries. I’d imagine they’ll do the same for AI.

Who designed the AI livery that made its debut on the 747 back in the 70s? Was it the TATAs themselves?

TKflyer · Sun Aug 06, 2023 12:45 pm

Not bad at all. But the logo has too little Indian identification for me. I personally miss the diversity of India.
That's why I like the current paint job better.

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