India’s national airline, Air India, has long been criticized for its aging fleet and even poor service. Everything from their logo, Advertisements, service and delays. And Air India has been at the receiving end of fairly regular bad press of late.

My immediate thought as to rebrand the airline and give it a clean and a minimal look which had been missing, especially stay away from the stereotypical Indian symbols such as peacock, tiger, lotus or the chakra. And also to change their brand red into a more lively red that pops and add another color to their brand that works together. I ended up using the turmeric yellow and the red from the Red Chilly Powder for the brand because India's the land of spices. 

  

The wordmark has a contemporary, round form which aims to feel modern and friendly, while still maintaining a corporate and reassuring edge. It was important for these qualities to be conveyed across the brand. Small angular cuts in the letterforms reference the shapes and form of the Hindi Script and also the Wing of the Airline. The dot that has been used, has a lot of importance not only in the Hindi Script but also in the Hindu Culture.