The brand new Air India brand appears to be complicated individuals By Joseph Foley printed 13 August 23 No, it isn’t a paper aircraft or a hang-glider.

1 month ago 4 min read

The jury is out on the brand new Air India brand, it appears. Some suppose it is a modern execution of a intelligent idea, some suppose it appears bland and a few individuals are simply confused.

Is {that a} hen or a aircraft flying alongside the wordmark? A hang-glider perhaps? Nope, it is none of these. It is a gold window. Or not less than a part of a window seen at an uncommon angle. However you’ll sort of should be instructed that to know. One way or the other, I do not suppose this new design goes to make our choose of the perfect airline logos.

The outdated design (left) and the brand new Air India brand (proper) (Picture credit score: Air India)

Air India, the previous Indian nationwide airline now owned by Tata Group, is looking its new brand referred to as “The Vista”. Created with branding agency FutureBrand, it retains the purple and white colors of the earlier 2014 design, which contains a swan and Konark Chakra, however provides a contact of gold.

The shaded gold mark that is getting a lot of the consideration was impressed by the height of conventional Indian window frames, which prior to now have been painted on the skin of the home windows on Air India planes. It is meant to symbolise a “window of potentialities” and “new hope and ambition”.

Revealing the daring new look of Air India.Our new livery and design contains a palette of deep purple, aubergine, gold highlights and a chakra-inspired sample.Travellers will start to see the brand new brand and design beginning December 2023.#FlyAI #NewAirIndia*Plane proven are… pic.twitter.com/KHXbpp0sSJAugust 10, 2023

See extra

The animation within the presentation of the brand new brand and livery above makes the window reference clearer, however some individuals are nonetheless confused. “Good brand for paragliding firm,” one individual responded on Twitter. “That paper aircraft within the wind provides me even much less confidence within the airline!,” another person wrote.

Different individuals simply suppose the design is “plain” and “banal”. One individual says it “has a little bit of a clip art-meets-unlicensed online game look to it.”

It could have value $0 to create this brand on an internet website by some uneducated IT celliya and this crap turns into the emblem for a serious provider with a wonderful historical past?? Pathetic @RNTata2000 and god want Air India some luck with this sort of horrible brand. They’ll want it!!! pic.twitter.com/9mx8WgLHq2August 10, 2023

See extra

Has a little bit of a ClipArt-meets-unlicensed online game look to itAugust 10, 2023

See extra

It could have value $0 to create this brand on an internet website by some uneducated IT celliya and this crap turns into the emblem for a serious provider with a wonderful historical past?? Pathetic @RNTata2000 and god want Air India some luck with this sort of horrible brand. They’ll want it!!! pic.twitter.com/9mx8WgLHq2August 10, 2023

See extra

New @airindia brand completely captures our nation’s continued illiteracy in direction of good design 👏🏼👏🏼 pic.twitter.com/coRvvg5sGAAugust 10, 2023

See extra

One tweeter gave a extra detailed evaluate of the design: “Typeface: properly meant to maybe resemble jharokhas however appears outdated, though it is customized made I believe. Gold-colored design component: Pre Y2L clip artwork. Coloration: Indian shade palette, nothing flawed however no effort or creativeness to make use of it uniquely.”

Individuals aren’t positive in regards to the new livery both. “What’s that on the tail, a settee part?” one individual requested. There have additionally been issues in regards to the destiny of the airline’s much-loved Maharaja mascot, however the firm has stated that he’ll nonetheless function, however will a brand new look, together with the addition of purple and gold colors.

Others have spoken extra positively of the brand new brand design, predicting that it’ll develop on them. It is definitely refreshing to see an Airline break the mould and go along with a unique strategy to brand design, with a deeper idea behind it, however given the context, it appears inevitable that individuals who do not know what it is purported to signify will presume it is meant to be a hen or a aircraft.

For an airline brand that handed public approval with flying colors, see the Jetsmart brand, even when its hidden secret feels a little bit acquainted. And for one more brand controversy of the week, do not miss the controversy in regards to the Canberra Raiders rugby staff’s brand redesign.