Air India Brand Manual (Redesign) by Christina John

DESIGN & BRANDING GUIDELINES U P D A T E D

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CONTENTS

Air India, Truly Indian.

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AIR INDIA BRAND MANUAL

CONTENTS

What’s Inside

AIR INDIA BRAND MANUAL

About Us

Visual Language

1.

Our Story ..............................04

1.

Typography ...........................22

2.

Mission, Vision, Values..........06

2.

Colour Palette........................24

3.

Voice and Tone......................08

3.

Photography...........................26

4.

Icon Style...............................28

5.

Patterns..................................29

6.

The Mascot............................30

The Logo 1.

Primary Logo .........................11

2.

Grid & Spacing.......................13

3.

Sizing & Colour......................15

4.

Secondary Logo.....................16

5.

Co-branding & Sub-brands....17

6.

Unacceptable Logo Usage....18

Visual Representation 1.

Stationery...............................34

2.

Mockups.................................36

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ABOUT US

AIR INDIA BRAND MANUAL

Our Story 1932–1945 Founded by J. R. D. Tata of Tata Sons.

Tata won a contract to carry mail for Imperial Airways from Karachi to Bombay & that's how it all started.

1947–2000 29 July 1946 - After WW2, Tata Airlines became a public ltd. company - AIR INDIA. 1953 - Air Corporations Act; Govt. purchased a majority stake in the carrier from Tata Sons.

11 June 1962 - AI became the world's first all-jet airline.

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ABOUT US

AIR INDIA BRAND MANUAL

Owned by Talace Private Limited, Air India is the flag carrier airline of India, headquartered at New Delhi.

Since 2000 2004 - launched a low-cost subsidiary called Air-India Express connecting cities in India with the Middle East & Southeast Asia.

2014 Air India became the 27th member of Star Alliance on 11 July 2014

2021 8 October 2021- sold for ₹18,000 crores (US$2.4 billion) to Talace Private Limited, a Tata Sons' SPV.

2007- Air India & Indian Airlines were merged under Air India Limited.

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ABOUT US

Vision Mission

AIR INDIA BRAND MANUAL

To become India’s most efficient and preferred LCC on regional and international routes; constantly exceeding passengers' expectations in terms of quality, affordability, convenience and comfort.

Customer • •

Provide safe, reliable, on-time services Connect Indians worldwide

Processes • •

Continuously improve standards of safety and efficiency Create the most efficient network with economic value

Team • •

Build a highly motivated and professional team Maintain the highest degree of transparency and ethics

Values Safety 6

Comfort

Hospitality

ABOUT US

AIR INDIA BRAND MANUAL

Voice & Tone Friendly

We are in the service industry, and our tone must reflect our Indian hospitality, warmth, and welcoming nature.

Helpful

Our customers’ needs are our top priority. We must always sound eager to help and assist with any consumer queries.

Confident

We are India’s first and leading airline services. Our team consists of the best in the field, and our communication must reflect that.

Reliable

Our flights and services aim to surpass expectations. We are reliable in terms of quality and punctuality.

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02 THE LOGO

THE LOGO

AIR INDIA BRAND MANUAL

Primary Logo The logo celebrates the flying swan that is a recognisable and inseperable part of our brand.

It is combined with an aeroplane tail and the Konark Sun that has been an iconic part of the logo since its inception.

+ + 9

THE LOGO

Logo Grid The logo always be applied with care and respect in every application according to these guidelines.

To ensure consistency in the brand identity ensure to use the grid scaled proportionally to the logo.

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AIR INDIA BRAND MANUAL

THE LOGO

AIR INDIA BRAND MANUAL

Spacing & Sizing

Minimum Size

The smallest size the primary logo can be used in is 1cm in height.

1cm 11

THE LOGO

Colour Usage A

C

AIR INDIA BRAND MANUAL

Logo option A should preferably be used everywhere. In case the logo is used against a cluttered / coloured background, option B, C, D can be used.

The logo is always used in white / red in such cases, and never in black or any other colour.

B

D

#f41d00 C=0 M=98 Y=100 K=0 R=244 G=29 B=0

#b7202e C=20 M=100 Y=90 K=10 R=183 G=32 B=46

#ffa52e C=0 M=41 Y=91 K=0 R=255 G=165 B=46 12

THE LOGO

Secondary Logo

AIR INDIA BRAND MANUAL

Square Logo

Devnagari Logo The monogram can be used wherever the complete logo isn’t necessary or where the brand name is already mentioned on the page.

Since we are the flagship airline of India, the Devnagari logo can be used whenever necessary in communications and advertisements.

Monogram

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THE LOGO

Co-branding & Subdivisions

AIR INDIA BRAND MANUAL

Star Alliance Co-branding

Sub-divisions Lockup

Air India is a proud menber of the Star Alliance since 2014. Whenever applicable, the logo must be used with the Star Alliance co-branding.

Whenever applicable (eg. in signages), only use the given lockups for the sub-brands for international, domestic, and cargo.

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THE LOGO

AIR INDIA BRAND MANUAL

Unacceptable Logo Usage x

Colour variations

x

Rotate / skew

x

Drop shadow / glow

x

Distort / warp / stretch

x

Gradients

x

Font variations

x

Stroke outline

x

Change placement within lockup

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03

VISUAL LANGUAGE

VISUAL LANGUAGE

AIR INDIA BRAND MANUAL

Typography System Primary (for headings)

K U FA M

MEDIUM

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz. 1234567890

K U FA M

BOLD

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz. 1234567890

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VISUAL LANGUAGE

Secondary (for sub-headings and body text)

AIR INDIA BRAND MANUAL

HELVETICA

REGULAR

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz. 1234567890

HELVETICA

BOLD

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz. 1234567890

Devnagari (Palanquin Dark) अआइईउऊॠएऐओऔ कखगघङचछजझञ टठडढणतथदधनपफबभमयरलवहशषस। 1234567890 18

VISUAL LANGUAGE

AIR INDIA BRAND MANUAL

Title (H1) for posters / ad copies KUFAM MEDIUM

AMAZING BEFORE, AMAZING AGAIN

Sub-heading (H2) Helvetica Bold

Tata aims to bring Air India back to its full glory.

We heard what you’ve been saying, and we look forward to

Body copy Helvetica Regular

giving you what you’ve asked for. Today, we’re making a commitment to our future. Tata has always been the wings of the nation. Now, we will also be the wings for its furure!

Air India, Your Palace in the Sky.

H3 Helvetica Bold 19

VISUAL LANGUAGE

Colour Palette

AIR INDIA BRAND MANUAL

#ffa52e CMYK: 0,41,91,0 RGB: 255, 165, 46

#ee2624 CMYK: 0,98,100,0 RGB: 238, 38, 36

Primary Palette

#f8e9d6 CMYK: 2,7,15,0 RGB: 248, 233, 214

Secondary Palette

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#2d2524 CMYK: 66,67,66,69 RGB: 45, 37, 36

#b7202e CMYK: 20,100,90,10 RGB: 183, 32, 46

#ffffeb CMYK: 0,0,8,0 RGB: 255,253,237

#ff4932 CMYK: 0,86,84,0 RGB: 255, 73, 50

VISUAL LANGUAGE

AIR INDIA BRAND MANUAL

Photography & Imagery

Our photography style is warm, welcoming, and simplistic.

Our primary colour scheme must be reflected in the photos.

Use high quality images with a good depth of field.

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VISUAL LANGUAGE

A

AIR INDIA BRAND MANUAL

B

C

A Use images with smiling interactions to project a positive brand image. For eg, use images of the cabin crew serving food to a passenger, rather than just a passenger eating food in frame.

B&C Use warm lighting, greater depth of field, and creative angles for showing products and in-air services.

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VISUAL LANGUAGE

Icon Style

AIR INDIA BRAND MANUAL

Our iconography reflects our brand tone- simple and confident.

Outline style icons with stroke weight thick enough to be visible on a coloured / image background.

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VISUAL LANGUAGE

Prints & Patterns

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AIR INDIA BRAND MANUAL

A

VISUAL LANGUAGE

AIR INDIA BRAND MANUAL

B Using patterns in the background, or in ads, or as a design element on merchandise helps increase brand recall value.

Pattern A is our primary pattern. Pattern B is more intricate and can be used in wrapping papers, etc. as a secondary alternative.

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VISUAL LANGUAGE

AIR INDIA BRAND MANUAL

The Mascot

“

We call him a Maharajah for want of a better

description. But his blood isn’t blue. He may look like royalty, but he isn’t royal.

-Bobby Kooka, the man who conceived the original Maharajah

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VISUAL LANGUAGE

AIR INDIA BRAND MANUAL

Our Maharajah The Maharajah reflects our brand’s voice - confident, friendly, and hospitable. He’s calm in tough situations, and has a witty sense of humour that has travelled across the globe.

Applications •

The Maharajah mascot can be used in advertising creatively, reflecting our brand values. We have won several awards in the past thanks to the Maharajah’s witty ads.

•

The mascot can also be used in infographics, posters, 3D displays and spaces.

•

You may modify the Maharajah in terms of costume depending on the travel destination, etc.

•

Maintain the brand’s colour scheme, patterns, and the Maharajah’s features while modifying the mascot.

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04

VISUAL REPRESENTATION

VISUAL LANGUAGE

AIR INDIA BRAND MANUAL

Stationery Design

Air India’s custom stationery represents a clean and united brand.

This letterhead, visiting card, and envelope designs must be followed throughout to maintain consistency.

Letterhead 29.7 cm x 21cm

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VISUAL LANGUAGE

AIR INDIA BRAND MANUAL

Visiting Card 8.9 x 5.1 cm

Envelope 22 cm x 11 cm

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VISUAL LANGUAGE

AIR INDIA BRAND MANUAL

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VISUAL LANGUAGE

Aircraft Exterior Aircraft visuals are the most important representation of Air India.

Maintaining the tricolour logo on the tail acts as a strong recognisable identify.

The rest of the body, and the wings, remain consistent with our primary colour scheme - red & white.

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AIR INDIA BRAND MANUAL

VISUAL LANGUAGE

AIR INDIA BRAND MANUAL

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VISUAL LANGUAGE

Displays & Billboards

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AIR INDIA BRAND MANUAL

VISUAL LANGUAGE

AIR INDIA BRAND MANUAL

Ensure that the logo is clearly visible and the brand colours are reflected in a pleasing manner.

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VISUAL LANGUAGE

Staff Uniform Air India’s uniform follows our primary colour scheme. The majority of the uniform is red, with accents of gold.

It is mandatory to wear the uniform in full, i.e., with the blazer and scarf/ tie.

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AIR INDIA BRAND MANUAL

VISUAL LANGUAGE

AIR INDIA BRAND MANUAL

Scarves and ties are in line with the tri-colour on our logo.

Pants and skirts have Air India’s primary pattern repeated over them.

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VISUAL LANGUAGE

AIR INDIA BRAND MANUAL

Boarding Pass & Interiors The boarding pass has been simplified to highlight the most important information while reducing clutter.

This makes it easier for the customer to find their gate and seat number quickly.

The part of the ticket that will stay with the customer after boarding, displays Air India’s logo and monogram.

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VISUAL LANGUAGE

AIR INDIA BRAND MANUAL

The aircraft interiors have warm lighting to reflect warmth and hospitality.

Pillows, in-flight refreshment containers have our primary pattern repeated over them.

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Design & Layout By: Christina John PRN: 19080121017 GD, SID