Air India’s “The Vista” Logo: A Fresh View or a Window of Controversy?

Air India Logo New

Under the aegis of the Tata Group, Air India’s latest branding endeavor has generated quite a buzz. The newly christened “The Vista” logo, conceived in collaboration with branding specialists FutureBrand, elicits a gamut of reactions. While the intention was to blend Air India’s storied past with an aspirational future, public reactions suggest the new design has had a turbulent takeoff.

Central to the discourse is the golden emblem. It originates from traditional Indian window frames historically adorned on Air India aircraft exteriors. Through this motif, the design presents a “window of possibilities,” emblematic of renewed zeal and ambition. The colors from its 2014 logo—red and white—are retained, but the introduction of gold attempts to infuse an aura of sophistication.

Despite these intentions, the “window” concept hasn’t resonated universally. Social media has been abuzz with interpretations ranging from paragliders and paper planes to comparisons with clip art and unlicensed video game graphics.

Air India Logo Evolution (history)

The typography in Air India’s logo hasn’t been spared either. Some find semblances of ‘jharokhas’ (traditional Indian windows), but others opine that it seems retro. The color palette, though richly Indian, is critiqued for lacking distinctiveness.

The public has also scrutinized the reimagined aircraft livery. Debates about the tail design have arisen, with some jokingly likening it to a “sofa segment.” On a brighter note, loyalists of Air India’s famed Maharaja mascot can rest easy; the beloved figure remains, albeit draped in the new purple and gold hues.

But it’s not all been about skepticism. Some believe that given time, “The Vista” will find its niche. Air India’s audacious choice to sidestep traditional airline logo imagery and embrace deeper cultural connotations is commendable. While the immediate reception has been a mixed bag, with some questioning whether it’s a bird or a plane, the horizon might hold clearer skies for “The Vista” as it seeks to carve its legacy in global aviation.