Rebrands and case studies

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Air India, 2023

Lesson 2 of 9 in Rebrands and case studies.

Air India's New Brand Design Identity · Air India Official
Lesson

They owned the most distinctive symbol in commercial aviation and replaced it with a window.

The Air India logo introduced in 2023: AIR INDIA in bold red capitals, with a gold window-shaped arc curving over and past the final letter.
The Air India logo introduced in 2023, with a gold window shape arching over the name. Compare it with the red swan mark it replaced.Air India, 2023. Air India, identity by Futurebrands.Wikimedia Commons/Public domainTrademark of its owner
The Air India logo used from 2007 to 2023: a red flying-swan silhouette with an orange sun-wheel of spokes set inside it, beside the airline's name in Devanagari above bold italic Latin capitals reading AIR INDIA.
The Air India logo used from 2007 to 2023: a red flying swan with an orange wheel inside it, above the name in Devanagari and Latin letters.Air India, 2007–2023. Air India.Wikimedia Commons/Public domainTrademark of its owner
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  1. Question 1, locked

    Air India's new gold window mark has to go on a boarding pass from a thermal printer. What problem does the lesson predict?

    • The gold will print far too dark to read
    • As a gradient, it must be redrawn or abandoned
    • The window shape will be cropped off by the printer
    • The heavy sans will lose its squared bowls in print
  2. Question 2, locked

    The lesson is critical of the new Air India mark. Which part of the 2023 system does it call a real improvement?

    • Replacing the swan with a gold window
    • Retiring the Maharajah for a cleaner look
    • Moving from six reds to a single red
    • Adding a gradient that works on any surface
  3. Question 3, locked

    You are judging an airline mark by the test this lesson uses. Where should you picture seeing it?

    • From three hundred metres away on a taxiway
    • On the app's home screen, held at arm's length
    • On a slide during the board's presentation
    • Printed large across the front of the ticket wallet

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