On 18 November 2010, Airtel rebranded itself in India in the first phase of a global rebranding strategy. The company unveiled a new logo with 'airtel' written in lower case. Designed by London-based brand agency, Brand Union, the new logo is the letter 'a' in lowercase, with 'airtel' written in lowercase under the logo.

Explaining the new look in detail, Sanjay Kapoor, CEO, Bharti Airtel states that the new identity underlines Airtel's willingness to embrace everything that is new. He adds, "The logo type is modern, vibrant and friendly and signals our resolution to be accessible to our customers and stakeholders. And the lowercase is our recognition for humility. The red colour, which is an integral part of the brand, continues to represent heritage, energy and passion. The new curved and the gentle highlight almost gives the impression of a living object; at the same time, it represents a dynamic force of unparalleled energy, brings us closer to consumers and is a symbol which will help ensure instant recognition across diverse international markets."