AIR WORKS UNVEILS NEW BRAND IDENTITY WITH REFRESHED LOGO

03 Dec 2021

DELHI/ NCR, Air Works - India’s largest independent MRO and aviation services major, has unveiled its new identity with a refreshed brand logo.

Celebrating its 71-year-old legacy as the dominant player in the Indian Aviation, Aerospace and Defense space with a resilient and adaptive attitude, the brand’s logo signifies an identity that is bold solid, bold, confident, and contemporary. The invigorated identity expresses Air Works’ strengths and values but retains its versatility to the core.

The logo change comes after more than a decade, as the company is readying to don a bold new avatar that doesn’t just emphasize its values and industry acclaimed workmanship, but also conveys its market-leading position, at the global level, via strong, assertive colors. As the Indian aviation and aerospace industry leapfrogs into a higher trajectory with burgeoning users both on the civil and defense side, Air Works with its new brand identity is well-placed to cash in from these emerging opportunities.

Structural changes in the new logo include widening the gap between AIR and WORKS to stress their distinctiveness along with changing the color of the letters AIR WORKS from black to a more assured and cooler blue. The logo also uses dominant colors 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.

The new identity is well timed, given that Air Works is rapidly evolving into a more structured, digital, collaborative, transparent, and visible organization. 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. The company has expanded, both in capacity and geographical terms in recent years.

Unveiling the refreshed logo, Mr. D Anand Bhaskar, Managing Director & CEO of Air Works Group said, “Indian aviation – both civil and defense - are at the cusp of great changes in the coming times. With burgeoning air traffic, India is all set to realize its vision of a global civil aviation hub in the near future. The expanding market is also breeding 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. Air Works with its 71-year-old legacy 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 the having one of the biggest social media communities among leading sectoral players. This refreshed brand logo, together with an entirely new and vibrant color palette will further solidify our market positioning as a brand of reckoning, strengthening our commitment and connect with the Indian aviation, aerospace, and defense sectors.”

“It was an interesting challenge to build on a solid legacy and infuse the new vision and energy in to 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 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, and leading global lessors.

Reputed for its excellent workmanship and attention to detail, Air Works is highly trusted by the aviation industry for its reliability and has executed and delivered several industry and country-first projects in the field of aviation maintenance including structural works, avionics as well as design. Over the course of the next few weeks, Air Works’ new identity and associated creative expressions will gradually be expanded to cover every touchpoint of the brand in both offline and the online space.

ABOUT THE AIR WORKS GROUP

Established in 1951, Air Works Group is India’s biggest and highly diversified independent MRO with the largest pan-India network presence across 27 cities. It is the preferred MRO partner to global aviation OEMs, aircraft owners/ operators (including fixed-wing & rotary-wing), lessors, airlines and the Indian Defense Services, offering a host of services including MRO and heavy checks, line maintenance, cabin & interiors solutions, exterior finishing and painting, avionics upgrades, integrations and retrofits, end-of-lease/ redelivery checks, maintenance training (CAR 147), and asset management services to domestic and international clients.

Specialized services such as avionics, component repairs and asset management services are offered via Group companies – SA Air Works and Acumen Aviation. Air Works undertakes base maintenance for ATR 42/72, A320 and B737 family of aircraft as well as medium and large business jets at its EASA and DGCA-certified facilities including Mumbai, Delhi, Hosur and Kochi, supported by duly certified, in-house shops. The Company also undertakes modification and assembly of rotary-wing aircraft and is an Authorized Service Centre (ASC) for Bell and Leonardo helicopters.

Air Works enjoys an impeccable reputation in the industry for proven capabilities, outstanding workmanship, quality, and an exceptional safety orientation. The Company takes immense pride in its 71-Year aviation legacy and a culture that accords paramount importance to customers, which has allowed it to successfully deliver several India-first and industry-first projects.