The centaur
A corporate identity is the commercial visual image that a company projects to its public. It helps in achieving a cohesive and consistent image of the company worldwide.
At Air India, we believe that this visual image must be simple, coherent and most importantly, it must be an honest representation of the ideals we stand for.
After the formation of Air India International in 1948, four Lockheed Constellations were ordered to commence international operations. The management began casting about for a symbol that would denote speed and simultaneously have universal appeal.
Sagittarius, the archer, is the ninth sign of the Zodiac. The Greeks represented this constellation in the act of shooting an arrow. As it symbolises movement and speed, the Centaur, a stylised version of Sagittarius, was selected as Air India's logo.
The Centaur is symbolic of the airline and stands out as a distinct and sole representative of the standards Air India has set for itself.
The Maharajah
'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.' These are the words of Bobby Kooka, the man who conceived the Maharajah. This now familiar lovable figure first made his appearance in Air India way back in 1946, when Bobby Kooka as Air India's Commercial Director and Umesh Rao, an artist with J.Walter Thompson Ltd., Mumbai, together created the Maharajah.
The Maharajah began merely as a rich Indian potentate, symbolising graciousness and high living. And somewhere along the line his creators gave him a distinctive personality: his outsized moustache, the striped turban and his aquiline nose.
What began as an attempt as a design for an inflight memo pad grew to take Air India's sales and promotional messages to millions of travellers across the world. Today, this naughty diminutive Maharajah of Air India has become a world figure. He can be a lover boy in Paris, a sumo wrestler in Tokyo, a pavement artist, a Red Indian, a monk... he can effortlessly flirt with the beauties of the world. And most importantly, he can get away with it all. Simply because he is the Maharajah!
He has completed 56 years and become the most recognisable mascot the world over. His antics, his expressions, his puns have allowed Air India to promote its services with a unique panache and an unmatched sense of subtle humour. In fact he has won numerous national and international awards for Air India for humour and originality in publicity.
And as with all great men, he too has had his critics. But the millions of travellers whose lives he has touched far outnumber them. In fact, to them, the Maharajah with his inimitable style, charm and wit is a very real person. He's almost like a friend to every Air India traveller. A friend who reaches out with warmth and hospitality, even to the farthest corners of the world.