MUMBAI: The complete identity change of Indian Airlines to 'Indian,' which was carried out on 7 December, has been handled by R K Swamy BBDO.

The makeover encompasses everything from the new brand name and logo to a change in the livery of all its aircraft, beginning with the arrival of the brand new A319 Airbus.

 
Signifying continuity with change, the new look of the airline communicates a bold, striking, progressive and distinctive image for the airline. It is a contemporary graphic representation inspired by the wheel of the Sun Temple at Konark, which symbolises timeless motion, convergence and divergence. It also embodies the solidity and trust that has stood the test of time.

 
 
"It was a major challenge to us, to capture the essence of the brand, and to deliver a distinct and bold look. The result is there for all to see. We had a resounding appreciation from the entire top management of Indian Airlines when the graphics were unveiled," said R K Swamy BBDO executive director Ajit Shah, who led the team on the project.

All existing aircraft will be painted with the new livery over a period of 12-18 months along with the airport signages, tickets and boarding passes, and all contact points between the customer and the airline.

 
The identity change exercise was assigned to R K Swamy BBDO in September, after a pitch amongst the empanelled agencies of Indian Airlines. Thereafter, a design team led by Pranvir Mann and Ajmer Pratap Singh, creative directors in the agency's Delhi office, explored numerous options based on the brief that the new look should be quintessentially Indian, yet signify a modern and contemporary image for the airline.