A corporate identity is the commercial visual image that a company projects to its public. It helps in achieving a cohesive and consistent image of the company worldwide.
Air India believes that this visual image must be simple, coherent and most importantly, it must be an honest representation of the ideals what they stand for.
After the formation of Air India International in 1948, four Lockheed Constellations were ordered to commence international operations. The management began casting about for a symbol that would denote speed and simultaneously have universal appeal.
Sagittarius, the archer, is the ninth sign of the Zodiac. The Greeks represented this constellation in the act of shooting an arrow. As it symbolises movement and speed, the Centaur, a stylised version of Sagittarius, was selected as Air India's logo.
The power of the symbol is to influence and people can never be under-estimated - for symbols have power to play upon the emotions, memories and sensitiveness.
The Centaur is symbolic of the airline and stands out as a distinct and sole representative of the standards Air India has set for itself.
Advisor wrote:3. AirIndia was always perceived to be a non agressive market player, will this change help prevent such image in the future?
Well, Air India has been moving forward. Maybe not in the pace we'd expect the national carrier of an economy as robust as India. I mean they have been introducing new routes and their subsidary AI Express also marks their entry into the LCC market. And most eventfully, they actually ordered new aircrafts this year and they were considered significant enough for Airbus to make an issue out of it.
But to be honest, this change is very insignificant and barely recognisable. So I agree with earthman... and if they are repainting the old planes... they're out of their minds.
Perhaps Since the Centaur has cast its arrow upwards......
AIR INDIA is aiming higher....to better its passenger experience with the potentially new 777s and 787s...and introducing PTVs and perhaps joining the Star Alliance one day too
Unfortunately most NRI ( non resident indians ) will never fly Air India,
we do not need the aggravation and headache. till today one gets a job in AI and IA by who you know and not what and how qualified you are.The flight attendants are rich spoilt girls who fathers have connections to get their daughters a job that involves travel and 5 star hotels. To add to this AI is the most inefficient airline in terms of manpower - 10,000
employees per plane- yes 10,000.Plus 1/2 the flights are loaded with AI persons ( family friends ...). Hence could not get privatized!
navi1 wrote:Unfortunately most NRI ( non resident indians ) will never fly Air India,
we do not need the aggravation and headache. till today one gets a job in AI and IA by who you know and not what and how qualified you are.The flight attendants are rich spoilt girls who fathers have connections to get their daughters a job that involves travel and 5 star hotels. To add to this AI is the most inefficient airline in terms of manpower - 10,000
employees per plane- yes 10,000.Plus 1/2 the flights are loaded with AI persons ( family friends ...). Hence could not get privatized!
Navi1
Yea, I heard somewhere a few years ago, on TV maybe that Air India was the world's biggest airline in terms to number of employees.
May be this is just the first change in a gradual process, aimed at changing the complete livery. After all, AI tried to change its livery in a radical way during the late eighties, but had to revert to its 'old' livery amidst an outcry of public protest. Maybe they're adopting a more stealthy approach this time around...
YYZ727 wrote:May be this is just the first change in a gradual process, aimed at changing the complete livery. After all, AI tried to change its livery in a radical way during the late eighties, but had to revert to its 'old' livery amidst an outcry of public protest. Maybe they're adopting a more stealthy approach this time around...
I think you make a valid point. Lets wait and watch
AI is competition to many new comers and yes has even made BA spruce up their advertisement campaign recent launched for INDIA which you must know existed only for the United Kingdom and United States.
Air India changed livery already in the year 2000/2001 for a much more radical new livery with a red tail and a big gold sun in it ! Really stunning and modern ! But too modern for some, and even before all the fleet was repainted it was decided to revert to the old scheme...
Do not have a picture of this aborted new livery, but was really nice !
I think the change of livery Tintinaucongo is refering to, was introduced on october 20th 1989. It proved indeed too radical a change to some, so Air India returned to its classic livery...
