This is what Tasneem Ali, creator of Air India’s new logo, said about the airline’s new design

Ali, chief creative officer of Future Brand India, said at the time of re-imagining the brand, they “actually looked at elements within the Air India brand world and had a new interpretation of it”.

• Shubham
• 11 August, 2023

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By: Shubham Ghosh

AS all eyes were set on the Tata Group-owned Air India on Thursday (10) as the carrier unveiled its new logo and plane livery colours, Tasneem Ali, the brain behind the changes to the iconic brand, said they created a look that is “modern but along with that it also comes with the heritage”.

Speaking to agencies, Ali, chief creative officer of Future Brand India, said at the time of re-imagining the brand, they “actually looked at elements within the Air India brand world and had a new interpretation of it”.

#WATCH | Tasneem Ali, Chief Creative Officer of Future Brand India, who designed the new logo for Air India says, "So when we were re-imagining the brand, we actually looked at elements within the Air India brand world and had a new interpretation of it. So the window which has… pic.twitter.com/hLFBDFEp6Y

— ANI (@ANI) August 10, 2023

She said the window which has always been on the plane, on the outside, and inside menu card, the iconic Air India window which has been an enduring design symbol with the thing and they took that and re-imagined.

“The whole point of the exercise was to create something that is authentically and identifiably Indian, but presented in a very contemporary world-class manner,” she said, according to a Hindustan Times report.

On the airline’s iconic ‘Maharaja’ logo, Ali said he continued to be there as they have defined his role and given him a relevant place.

“Just like even in the original idea of Maharaja, he was not a part of the logo. He was in the advertising, not the logo. Unfortunately, he crept into the brand identity later but it was never supposed to be like that. So we have defined a significant place for him,” she said.

Air India on Thursday unveiled its new logo ‘The Vista’ along with a new tail design and theme song. The airline retained the red and white colours, with a dash of purple.

Tata Sons chairman N Chandrasekaran said the idea of the new design was inspired by the peak of the golden window frame that signifies “limitless possibilities”.