Beyond just optics: why brands find custom typefaces significant?
Tata Group-owned airline Air India’s re-branding effort is nearing a crest after the carrier this month announced a cluster of changes such as a new livery design, a brand new logo called “The Vista”, and the introduction of a custom font established as “Air India Sans”.
The airline said the modern new brand identity captured the essence of a bold new India.
Introducing a new font places the carrier in the league of a few other global airlines that sport a custom typeface, such as British Airways and Southwest Airlines. In a statement, the airline said the new font married “confidence with warmth to position Air India as premium, inclusive, and accessible”.
