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karatecatman Guest
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Posted: Mon Mar 19, 2007 11:22 am Post subject: Praful to decide brand, logo of merged AI-Indian family |
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http://tinyurl.com/27sd24
ECONOMIC TIMES
Praful to decide brand, logo of merged AI-Indian family
G GANAPATHY SUBRAMANIAM
TIMES NEWS NETWORK[ MONDAY, MARCH 19, 2007 01:19:38 AM]
Quotes:
NEW DELHI: Key decisions related to the mega merger of Air India and Indian continue to hang in balance even as the government races against time to meet milestones set for the creation of India’s largest airline.
Headquarters of the merged entity, the brands to be used by it, logos for various segments of business and the selection of top management are significant issues that have to be wrapped up in the next couple of weeks, government sources said. The final word on these issues has been left to civil aviation minister Praful Patel, they added.
While the Air India building in Mumbai is considered the favourite for housing the headquarters of the merged entity, there is a demand for having the headquarters in Delhi since the merged entity would be a prestigious central PSU. In the case of brand and logo, continued use of the Air India Maharajah as mascot for the premium airline is under consideration. The low-cost services of the merged entity may use the Indian brand, it is understood.
...
Indian has four functional directors while AI has three. Since all of them cannot be accommodated on the board of the merged entity, some of them would be deputed as heads of the special business units which will deal with airline operations, low-cost services, engineering, ground handling, cargo and other services.
Interestingly, speculation is also rife within AI and Indian about the possibility of retirement age being increased by two years.
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sanjay744 Member
Joined: 19 Mar 2007 Posts: 1
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Posted: Mon Mar 19, 2007 1:25 pm Post subject: |
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I hear it would take some time to decide on the colours.....for the new entity. |
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Nimish Member
Joined: 16 Dec 2006 Posts: 9757 Location: Bangalore, India
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Posted: Tue Mar 20, 2007 4:18 pm Post subject: |
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sanjay744 wrote: | I hear it would take some time to decide on the colours.....for the new entity. |
Hi Sanjay744 - welcome to AI.net!!
I wonder why PP is getting into the mess of deciding on the branding/logo etc., can't he just set up a committee to look into this kind of stuff? Any decision is going to be very controversial, so I'm not sure what PP hopes to gain by being at the center of that decision. |
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VABBy Member
Joined: 19 Dec 2006 Posts: 823 Location: DEL
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Posted: Tue Mar 20, 2007 4:41 pm Post subject: |
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Since its controversial its better to have an autocratic type of descion making rather than wait for commitees, to answer as to what they feel abt _________________ Expeditors- You'd be surprised how far we will go for you www.expeditors.com |
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HAWK21M Member
Joined: 19 Dec 2006 Posts: 8132 Location: Mumbai, INDIA
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Posted: Tue Mar 20, 2007 4:46 pm Post subject: |
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Was thinking of the same.Shouldn't a Joint committee of both AI & IC decide on the brand.
regds
MEL _________________ Think of the Brighter side !!! |
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787 Member
Joined: 21 Dec 2006 Posts: 89 Location: Khanna ,Punjab
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Posted: Tue Mar 20, 2007 7:24 pm Post subject: |
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As for the logo they should keep the peacock because it is our national bird as well as it is the sign of royalty.
For name,I am confused. They have used the best options that is Air India and Indian airlines. Air Indian ................naaaaaaaaaaaa.very awkward.
Indian Air mmmmmmmmmmm (still better)
Here is the livery which i have designed keeping our traditional design in mind.
Don't bother about the name.
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HAWK21M Member
Joined: 19 Dec 2006 Posts: 8132 Location: Mumbai, INDIA
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Posted: Tue Mar 20, 2007 7:59 pm Post subject: |
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Nice Livery.
I think AIR INDIA should stay.
regds
MEL _________________ Think of the Brighter side !!! |
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777-237LR Member
Joined: 19 Dec 2006 Posts: 140
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Posted: Tue Mar 20, 2007 8:30 pm Post subject: |
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Heard today that the mergred airline will be called "India National Airlines", with a tiger as the new mascot, replacing the Maharaja. |
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Aseem Member
Joined: 15 Dec 2006 Posts: 2841 Location: YYZ
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Posted: Tue Mar 20, 2007 8:56 pm Post subject: |
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although it is rather pointless debating what it should be, but due to the very nature of our interest we will continue to do so.
Personally, I see no harm in copying PK's tail concept along with uniform fusalage pattern. We have enough variety to come up with more than 100 tails. I somehow have a sinking feeling, typical of when one person is to decide the fate of something so passionately adored by many.
rgds
VT-ASJ _________________ [url=http://openflights.org/user/aseemsjohri]
[/url] |
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the_380 Member
Joined: 19 Dec 2006 Posts: 2329 Location: Mumbai, India
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Posted: Tue Mar 20, 2007 10:26 pm Post subject: |
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777-237LR wrote: | Heard today that the mergred airline will be called "India National Airlines", with a tiger as the new mascot, replacing the Maharaja. |
Something cooking here
"Indian national Airways"
_________________ http://www.myspace.com/avsatsworld
A Walt Disney and 20th Century Fox Audio Producer!!! |
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shivendrashukla Member
Joined: 21 Dec 2006 Posts: 1354 Location: Mumbai, India
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Posted: Tue Mar 20, 2007 10:38 pm Post subject: |
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777-237LR wrote: | Heard today that the mergred airline will be called "India National Airlines", with a tiger as the new mascot, replacing the Maharaja. |
Not good according to me. Not good at all. The babus must tax their brain a little bit more to get something better as they did with AI and AIX. Else PP should crack a whip on them
Cheers
Shivendra |
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the_380 Member
Joined: 19 Dec 2006 Posts: 2329 Location: Mumbai, India
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Posted: Tue Mar 20, 2007 10:47 pm Post subject: |
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shivendrashukla wrote: | Else PP should crack a whip on them
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Isn't he also a member of the panel responsible for the merger?
Maybe he should get a whip too _________________ http://www.myspace.com/avsatsworld
A Walt Disney and 20th Century Fox Audio Producer!!! |
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AKLDELNonstop Member
Joined: 19 Dec 2006 Posts: 1066 Location: Auckland
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Posted: Wed Mar 21, 2007 8:38 am Post subject: |
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the_380 wrote: |
"Indian national Airways"
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WTF??? One of the good things that AI had was its name. India National Airways is possibly the most pathetic name they could have come up with. I am using up all my restraint and maturity to refrain from abusing.
I do hope this rumour isnt true.
As for the livery they might choose to keep AI's new livery since they just got it done. But I say get the lines back on top and below the palace windows, retain the red belly, and get designer tails like AIX and not a half assed centaur hanging by the thread.
Cheers _________________ Geniuses are always misunderstood in their lifetimes. |
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Birendra Member
Joined: 15 Feb 2007 Posts: 1411
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Posted: Wed Mar 21, 2007 1:04 pm Post subject: |
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Our aviation minister makes bidis so he wants some recognition guys.....what next, not the logo also as one |
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Aseem Member
Joined: 15 Dec 2006 Posts: 2841 Location: YYZ
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Posted: Wed Mar 21, 2007 5:07 pm Post subject: |
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I am really concerned that if they change the mascot to tiger, then it might prompt an investigation by US DHS about AI/IC's alleged links with LTTE. _________________ [url=http://openflights.org/user/aseemsjohri]
[/url] |
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C-GHKR Member
Joined: 26 Dec 2006 Posts: 626 Location: yyz
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Posted: Wed Mar 21, 2007 5:15 pm Post subject: |
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the_380 wrote: | 777-237LR wrote: | Heard today that the mergred airline will be called "India National Airlines", with a tiger as the new mascot, replacing the Maharaja. |
Something cooking here
"Indian national Airways"
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Shouldn't it be "International"? may be they should copy from bangladesh and name it "Viman" |
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karatecatman Guest
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Posted: Wed Mar 21, 2007 5:16 pm Post subject: |
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Aseem wrote: | I am really concerned that if they change the mascot to tiger, then it might prompt an investigation by US DHS about AI/IC's alleged links with LTTE. |
Expect Tiger Airways (Singapore) to file a lawsuit. They have a beautiful leaping tiger on the fuselage.
www.airliners.net/open.file/1150463/L/
(Copyright Airliners.net) |
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HAWK21M Member
Joined: 19 Dec 2006 Posts: 8132 Location: Mumbai, INDIA
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Posted: Wed Mar 21, 2007 6:08 pm Post subject: |
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Stick to AIR INDIA.Im sure majority will like that
regds
MEL _________________ Think of the Brighter side !!! |
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Birendra Member
Joined: 15 Feb 2007 Posts: 1411
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Posted: Wed Mar 21, 2007 8:09 pm Post subject: |
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HAWK21M wrote: | Stick to AIR INDIA.Im sure majority will like that
regds
MEL |
im with mel on this |
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shivendrashukla Member
Joined: 21 Dec 2006 Posts: 1354 Location: Mumbai, India
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Posted: Wed Mar 21, 2007 8:23 pm Post subject: |
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Birendra wrote: | HAWK21M wrote: | Stick to AIR INDIA.Im sure majority will like that
regds
MEL |
im with mel on this |
Me too. AI is far more recoginsed internationally(and sounds good too) and is the most apt name for the merged Giant.
Cheers
Shivendra |
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the_380 Member
Joined: 19 Dec 2006 Posts: 2329 Location: Mumbai, India
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Posted: Wed Mar 21, 2007 9:12 pm Post subject: |
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I wouldn't agree... for that would mean Indian Airlines has been worth nothing all these years!
I however suggest Air india + Indian = "Air Indian"
Well are we forgetting Indian Airways? _________________ http://www.myspace.com/avsatsworld
A Walt Disney and 20th Century Fox Audio Producer!!! |
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stealthpilot Member
Joined: 19 Dec 2006 Posts: 2325 Location: BLR, DXB
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Posted: Thu Mar 22, 2007 8:50 am Post subject: |
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I personally prefer Air India. Changing it to Air Indian just to remember Indian airlines isn’t a good reason.
karatecatman wrote: |
Expect Tiger Airways (Singapore) to file a lawsuit. They have a beautiful leaping tiger on the fuselage. | Can they actually file one for using the same animal or were you joking, because that sounds silly. Just because they are Tiger Airways doesn’t bar other international airlines from using a tiger logo.
787 wrote: | Here is the livery which i have designed keeping our traditional design in mind. |
Nice job _________________ eP007 |
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XBValk Member
Joined: 27 Jan 2007 Posts: 124 Location: NYC/COK
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Posted: Fri Mar 23, 2007 12:52 am Post subject: |
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karatecatman wrote: | Aseem wrote: | I am really concerned that if they change the mascot to tiger, then it might prompt an investigation by US DHS about AI/IC's alleged links with LTTE. |
Expect Tiger Airways (Singapore) to file a lawsuit. They have a beautiful leaping tiger on the fuselage.
www.airliners.net/open.file/1150463/L/
(Copyright Airliners.net) |
I wonder how Tiger Balm will feel.. |
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777-237LR Member
Joined: 19 Dec 2006 Posts: 140
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Posted: Fri Mar 23, 2007 7:20 pm Post subject: |
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Almost missed this article on the merger and formation of
National Aviation Company Limited (NACL= AI+IC)
Work on Indian-AI merger begins
Posted On Thursday, March 22, 2007
Naveeta Singh
Mumbai: The much talked about Air India (AI) and Indian merger is taking shape with the formation of a new company, National Aviation Company Limited (NACL) in the next 10 days.
“We have completed all the formalities and do not see why it should not happen soon,” said an Air India official who would join the managing board of the new company.
The board of the new company will consist of 15 directors – four from Indian and three from AI and the remaining from the Civil Aviation Ministry. There will be 51 executive directors from both the airlines.
To make sure the merger process is smooth, a body named – Integration Champion (IC) will be created. “IC will handle the merger and see to it that all issues, including that of employees, are addressed,” the director said.
According to a highly placed source, there will be no retrenchment of employees. “We will see to it that nobody loses job and the entire 100 per cent staff will be maintained. This is, basically, because giving voluntary retirement scheme (VRS) is costlier than retaining them,” he added. A special Employee Grievance Redressal Committee will be formed to take care of the employee’s problems.
NACL will have five units - airline passenger unit, cargo unit, Maintenance, Repair and Overhaul (MRO) unit, ground handling and low cost carrier.
The low cost carriers of both the airlines – Air India Express of AI and Alliance Air of Indian – will also be merged into one with a functional director.
Link: http://www.mumbaimirror.com/net/mmpaper.aspx?Page=article§id=5&contentid=200703220317223902f0d2a09# |
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the_380 Member
Joined: 19 Dec 2006 Posts: 2329 Location: Mumbai, India
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Posted: Sat Mar 24, 2007 12:28 am Post subject: |
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Btw what will the merged LCC be called? 'Sasta Airways?' _________________ http://www.myspace.com/avsatsworld
A Walt Disney and 20th Century Fox Audio Producer!!! |
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Birendra Member
Joined: 15 Feb 2007 Posts: 1411
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Posted: Mon Mar 26, 2007 3:58 pm Post subject: |
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the_380 wrote: | Btw what will the merged LCC be called? 'Sasta Airways?' |
I think its going to be Saral, Sasta and Tikau Airways |
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karatecatman Guest
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Posted: Mon Mar 26, 2007 4:28 pm Post subject: |
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If the gossip is right, it will be INDIAN!!!
... An important article, that hopefully doesn't start off an acrimonious Air India versus Indian debate.
http://inhome.rediff.com/money/2006/jan/25bspec.htm
Why Indian Airlines changed logo, name
Prerna Raturi
January 25, 2006
It's tough not to be sidetracked from focussing on a company's image makeover when industry analysts, competitors and customers are falling over themselves saying what else needs to be done.
There are a lot of expectations riding on Indian, formerly known as Indian Airlines, which has changed everything from its name to the logo -- and plans a lot more. (The company name, however, remains unchanged: Indian Airlines Limited.) But more on that later.
Analysts agree on one point, however -- the timing of the strategy. "An Indian today is considered as making a difference, and his say is of significant value. That positive image of an Indian is being utilised well with the dropping of the suffix, Airlines," says Harish Bijoor, brand consultant and CEO, Harish Bijoor Consults Inc.
Wind beneath the wings
A makeover was long overdue. The last change at Indian Airlines Limited (IAL) was way back in 1967. That's when it changed its name from Indian Airlines Corporation to Indian Airlines and the green, winged logo was replaced by a slanting IA painted in white on an orange background. In the company spokesman's own words, every airline must revisit its brand every 10 to 15 years.
Besides, competition in the Indian airspace is increasing exponentially. Civil aviation ministry estimates place the growth in domestic passenger movement at over 50 per cent in the past three years: from 26.36 million in 2001-02, to 40.09 million in 2004-05.
Granted, IAL is also reaping the benefits of that increased traffic. Its balance sheet is also looking a lot better these day -- the state-owned carrier posted a post-tax profit of Rs 65.61 crore (Rs 656.1 million) in fiscal 2005.
But aviation analysts point out that was more due to focused cost-cutting initiatives, than actual attempts to increase the customer base. Initiatives such as a better insurance deal and thrifty fuel tanking plans, that is, buying fuel from states where it is cheap, worked.
"We also looked at non-productive areas and ruthlessly cut costs there," says a senior company official.
Marketshare, meanwhile, was crashing. From close to 100 per cent in 1990, when private carriers were allowed to operate in Indian skies, IAL's share dropped to about 30 per cent in 2004.
Compare this Jet Airways's now-50 per cent market share (following last week's Rs 2,300-crore -- Rs 23 billion -- acquisition of Air Sahara). Even the three new, low-cost airlines together account for 15-16 per cent of the market. Their advantage (apart from the oh-so-obvious cost)? A youthful, vibrant image.
"With a young staff, ad campaigns and offers galore, the newly-launched airlines are a force to reckon with," says an industry analyst. The ministry of civial aviation estimates that air transport grew 24 per cent IAL needed to act, and fast.
Three, a proposed initial public offering is on the agenda some time in the next financial year. "That would mean a complete new set of stakeholders. The IPO was yet another impetus for us to look at our brand and image," says the company spokesperson.
That's where the timing comes in. The new, leased A-319s were the first aircraft to bear the new logo.
"An airlines' biggest asset is its fleet," says the IAL spokesman. With 43 more to be acquired this year -- including A 319s, A 320s and A 321s -- IAL's older fleet will slowly be converted into cargo aircraft.
The A 319s are IAL's newest aircraft after 1993, when it bought 11 A 320s. The airline is likely to spend more than Rs 9,500 crore (Rs 95 billion) on the new aircraft and, as an industry analyst points out, "it would be silly not to make the most of it."
In flying colours
IAL obviously felt the same way. The empanelled agencies of the company were asked to submit their concept for the makeover. "The brief we were given was to come up with something that signifies change, but with an element of continuity," says Ajit Shah, executive director, R K Swamy BBDO, the agency that created the new logo.
The creative team considered several options -- the national flag, birds, animals and colours -- before zeroing in on the wheel from the Sun Temple at Konark, Orissa. "It signifies motion and represents the Indian image perfectly," adds Shah.
That was phase one. What followed were intense discussions and brainstorming to develop the idea further. The final result is quirky blue spokes -- "signifying the sky, aviation and modernity," says Shah -- against a lively orange background, an attempt to establish continuity with the old logo.
More important was the dropping of the suffix "Airlines" from the name. "It seems simple, but is anything but that," says Bijoor, pointing out how the image and name change also involves a change in mindset -- from a plodding public sector undertaking to an airline that is ready to take on private airlines.
"But why change the name at all? "When we were named Indian Airlines, we were the only Indian airline. Now you have so many 'Indian' airlines. It's only fair that we attempt to change that," says the IAL spokesman.
Not everybody agrees. "Indian is such a generic name. It represents 100 crore (1 billion) people, their emotions, their movies... everything. I find it tough to accept it as a brand," declares A G Krishnamurthy, chairman, AGK Brand Consulting and founder and former CMD, Mudra.
Dipstick surveys also show that though people associate the new logo with the old one instantly, they aren't too comfortable with the name change.
"It is slightly controversial, and it will take some time to get used to," defends Shah. But the same exercise by several other airlines shows that it works. After all, American Airlines is now American and Sri Lankan Airlines is referred to as Sri Lankan.
But designers and brand consultants haven't accepted the new logo wholeheartedly, either.
"The wheel in the Konark temple, which was the inspiration for the new logo, is a 12-ft large, bulky monolithic structure. It is set in stone, static. How can it portray a service that means travelling across the skies?" questions Tarun Deep Girdher, graphic faculty designer, National Institute of Design (NID). (Incidentally, NID created the earlier logo, which has now been scrapped in the makeover exercise.)
Looking beneath the surface
IAL announced its new look with a television campaign -- also created by BBDO -- that ran for two weeks across all major cable channels. But Indian Airlines becoming Indian is such big news that the coverage it generated left all paid advertising in the dust. News channels covered the makeover extensively, as did all the major newspapers.
Almost all the dailies ran photographs of the new A 319, the new logo and the new name -- creating more publicity for the airline through word-of-mouth than any paid ad could ever hope to achieve.
But a logo and name change is just part of the story. More important is the overall image of the airline. If the new look has to seep into every visible part of the airline, that means rejigging close to 60 touch points -- from the ticket, the counter, the colour of the floor inside the aircraft, to the uniforms and the standard of service.
"The logo and the livery make up just 5 per cent of the entire image," points out Preet Bedi, president, Rediffusion DY&R. Changing all that is a much more onerous task, but IAL promises it is up to the challenge.
"A new look comes with strings attached," warns a brand analyst. "Indian will have to pay attention to the customer-airline interface as well." "My only worry is the company struggling to live up to the expectations. A brand is not just about cosmetic changes but about the experience, too," seconds Bijoor.
That's going to happen, says IAL. In the pipeline are new uniforms for the staff (although the saree may still not make way for western outfits for the female cabin crew); new interiors for the craft and new crockery and flatware; and upgraded in-flight entertainment such as personal screens, radios and so on.
"The average age of the cabin crew will come down; hardware in backoffice operations is being upgraded, as is the reservation system," details the spokesman.
The new brandname will find its way onto everything associated with the airline over the next month -- signages, tickets, baggage tags, stationery, boarding passes and so on. "I am a regular flier but I haven't seen any change yet. It is vital for the company to bring about uniformity in the look and feel of the airline at every touchpoint," says Bedi.
Of course, the bigger physical changes will take time. While all the new aircraft will be emblazoned with the new logo, the old aircraft will be repainted only during their "major maintenance" cycles -- every 12 to 18 months -- when they are painted anyway.
By end-January, six aircraft will have been repainted; that number will increase to nearly 20 by the end of the fiscal year. All in all, IAL hopes to have the makeover complete in the next 12 to 18 months.
"It is taken for granted that a private company will have a fresh image and a PSU needs to look like a drab dowager," says the IAL spokesman.
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Nimish Member
Joined: 16 Dec 2006 Posts: 9757 Location: Bangalore, India
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Posted: Mon Mar 26, 2007 5:14 pm Post subject: |
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karatecatman wrote: | If the gossip is right, it will be INDIAN!!!
... An important article, that hopefully doesn't start off an acrimonious Air India versus Indian debate.
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KCM - might be worth deleting the article itself - as it's dated January 2006, nothing relevant right now? Or is there something I missed? |
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himmat01 Member
Joined: 19 Dec 2006 Posts: 1392 Location: DEL
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Posted: Thu Mar 29, 2007 10:23 am Post subject: |
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The merged airline will be called "Air Indian" and will retain the IATA code AI. The Maharajah will continue to be the mascot.
A new company called National Aviation Company Ltd has been registered by the government to amalgamate the two airlines along with their low-fare subsidiaries.
http://www.agencyfaqs.com/news/stories/2007/03/29/17412.html
I am not too impressed with the new name. They could have either retained "Air India" or "Indian" but clubbing the two into "Air Indian" is a silly idea. Only a babu could have come up with something like this. _________________ Save Maharashtra! |
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Nimish Member
Joined: 16 Dec 2006 Posts: 9757 Location: Bangalore, India
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Posted: Thu Mar 29, 2007 11:17 am Post subject: |
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himmat01 wrote: | The merged airline will be called "Air Indian" and will retain the IATA code AI. The Maharajah will continue to be the mascot.
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This is really the least of my worries - let them call the airline whatever they want. What I really want to see is the route rationalization, shutting of duplicate offices/facilities - all resulting in cost savings and better connectivity to Indian passengers. When are they going to make announcements on that front? |
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karatecatman Guest
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Posted: Thu Mar 29, 2007 11:46 am Post subject: |
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So name change again for "Andhra Pradesh"?
May be thats why 3 777s still on the ground. |
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the_380 Member
Joined: 19 Dec 2006 Posts: 2329 Location: Mumbai, India
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Posted: Thu Mar 29, 2007 2:27 pm Post subject: |
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himmat01 wrote: |
Only a babu could have come up with something like this. |
Himmatji read the title and decide for yourself if he's a babu or not _________________ http://www.myspace.com/avsatsworld
A Walt Disney and 20th Century Fox Audio Producer!!! |
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himmat01 Member
Joined: 19 Dec 2006 Posts: 1392 Location: DEL
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Posted: Thu Mar 29, 2007 2:31 pm Post subject: |
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the_380 wrote: | himmat01 wrote: |
Only a babu could have come up with something like this. |
Himmatji read the title and decide for yourself if he's a babu or not |
He may not be a babu but all his advisors are.... _________________ Save Maharashtra! |
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