DESIGN & BRANDING GUIDELINES U P D A T E D
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CONTENTS
Air India, Truly Indian. 2
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. 7
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. 21
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. 22
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. 27
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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. 32
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. 37
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