Maharaja steps back as Air India takes flight with The Vista logo

Air India, now owned by the Tata group, unveiled a logo and aircraft livery to create a new brand image, moving away from the iconic Maharaja theme associated with its past as a state carrier.

- Anu Sharma

The airline’s new logo, The Vista, draws inspiration from the iconic Indian window design used by the erstwhile Air India.

The airline said the new logo signifies limitless possibilities, progressiveness, and a bold outlook for the future. Under the new strategy, the airline has relegated the iconic Maharaja to the background, reserving its “silhouette" for aircraft crockery and glassware.

“In India, we are going to be using it (Maharaja) but a little more in the background than historically been the case. Overseas, it is not understood to the same extent as it is in India, so we have to choose more judiciously," Air India chief executive Campbell Wilson said.

The new logo has been designed in partnership with a brand transformation company called FutureBrand. The new livery features a palette of deep red, aubergine, and gold highlights, as well as a chakra-inspired pattern. The new font for Air India is also a “custom-made Air India Sans" font.