Thursday, July 25, 2024

Air Works Unveils New Brand Identity With Refreshed Logo

By Staff Correspondent

Air Works: India’s “largest” independent Maintenance Repair and Overhaul (MRO) and aviation services major has unveiled its new identity with a refreshed brand logo. The company is celebrating its 71-year-old legacy as a dominant player in the Indian Aviation, Aerospace and Defense space with a resilient and adaptive attitude, its logo signifies a bold, solid, bold, confident, and contemporary identity. The invigorated identity expresses Air Works’ strengths and values but retains its versatility to the core, the company explained in a press release. 

Air Works highlighted that the logo change comes after more than a decade, as the company is readying to don a bold new avatar that emphasises its values and industry-acclaimed workmanship and conveys its market-leading global position via intense, assertive colours. The company believes that as the Indian aviation and aerospace industry leapfrogs into a higher trajectory with burgeoning users both on the civil and defence side, it is well-placed to cash in from these emerging opportunities, armed with its new brand identity. 

Air Works pointed out structural changes in their new logo which includes widening the gap between AIR and WORKS to stress their distinctiveness and changing the colour of the letters AIR WORKS from black to a more assured and cooler blue. The logo also uses dominant colours replacing the old vignette.

Weaving a narrative, the lines of the logo remain unending on either edge reflecting infinite possibilities, an innate receptiveness to change, and the quintessential Air Works’ adaptability that has helped the company last for over 71 years while reinventing itself all the while to stay ahead of the curve and lead the transformation of Indian aviation and MRO ecosystem. Meanwhile, the brand promise of ‘FLY ASSURED’ remains unaltered, giving a message of change with continuity.

According to Air Works, the new identity is well-timed, given that the first  is rapidly evolving into a more structured, digital, collaborative, transparent, and visible organisation. Air Works emphasised that the brand has also spread its wings and added segments such as Defense and Aerospace to its portfolio, leveraging technology transformation in the form of 3D Printing Solutions. In recent years, the company has expanded both in capacity and geographical terms.

Unveiling the refreshed logo, Mr D Anand Bhaskar, Managing Director & CEO of Air Works Group, said, “Indian aviation – both civil and defence – are at the cusp of significant changes in the coming times. With burgeoning air traffic, India will soon realise its vision of a global civil aviation hub. The expanding market also breeds intense competition among regional players (APAC & the Middle East) in the Engineering & Maintenance space. In sync with this ever-evolving dynamic, Air Works has embraced its new identity to reiterate its dominant and distinctive position and to fuel our next phase of growth in this decade.”

Commenting on the new identity, Mr Gaurav Sahni, Associate Vice President & Head – Brand & Communications of Air Works, said, “The new logo embodies the message of change with continuity. With its 71-year-old legacy, Air Works is contemporary, agile & quick to adapt to the evolving environment as it prepares to make rapid strides in the Indian aviation ecosystem. 

“In a short period, we have evolved as a more visible and vocal brand in several aspects, including having one of the most significant social media communities among leading sectoral players. This refreshed brand logo, together with an entirely new and vibrant colour palette, will further solidify our market positioning as a brand of reckoning, strengthening our commitment and connecting with the Indian aviation, aerospace, and defence sectors,” Sahni added.

“It was an interesting challenge to build on a solid legacy and infuse the new vision and energy into an already vibrant and dynamic identity. Creatively, it wasn’t really about a change, it was about strengthening what exists, and that’s even tougher than starting from scratch”, says Rajesh Sikroria from Pontem Integrated, the agency that designed the new identity.

Air Works touts that it is not only India’s largest provider of International Line Maintenance services to global airlines but is certified to maintain more than 50 types of aircraft, making it also the most diversified MRO in the country with a pan-India presence in 27 locations with close to 1,500 employees. It also provides commercial aircraft asset management services, avionics, cabin and interiors solutions, 3D printing and aircraft refinishing services apart from MRO-related offerings. Its customers include:

  • Both civil (fixed-wing & rotary-wing) and military customers apart from global OEMs.
  • Commercial airlines.
  • Business aviation companies.
  • Leading global lessors.

A major player in the aviation industry, the company has garnered a reputation for delivering several initiatives and country-first projects in aviation maintenance, including structural works, avionics, and design. Over the next few weeks, Air Works’ new identity and associated creative expressions will gradually be expanded to cover every brand’s touchpoint in both offline and the online space.


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