futurebrand: american airlines rebrand
futurebrand: american airlines rebrand
jan 17, 2013

futurebrand: american airlines rebrand

american airlines have unveiled a new brand image that will roll out from today


futurebrand have rebranded american airlines, their new ‘flight symbol’ will replace the celebrated 1968 massimo vignelli design.



futurebrand: american airlines rebrand

 evolution of the american airlines logo



the evolution of a true american iconamerican airlines is one of but a handful of brands considered true american icons. strong and proud, its silverbirds are fixtures in the sky, and its namesake sense of possibility inspires deep loyalty. today, the company’s also invested in that most american of ideals: progress.


american recognized it was time for a new look to better reflect the progress of its multi-year journey towards modernizing the airline and its customer experience.




the new look, the next step in american’s overarching transformation is inspired by the company’s heritage and incorporates colors and symbols universally associated with american. a reimagined logo, called the ‘flight symbol’ evokes the star, ‘A’, and iconic eagle of american’s past, all brought to life in refreshed shades of red, white and blue. together, they reflect a more modern, vibrant and welcoming spirit.


the logo also debuts alongside a boldly reimagined livery. with proud stripes and a timeless silver body, the livery expresses american’s origins but also the spirit of modern america: innovative, progressive and open to the world.



futurebrand: american airlines rebrandthe new wordmark with the ‘flight symbol’



futurebrand: american airlines rebrandthe ‘flight symbol’


futurebrand: american airlines rebrand3D model of the the ‘flight symbol’



futurebrand: american airlines rebrandthe new AA livery sees the logo removed from the tail and red and blue stripes introduced


futurebrand: american airlines rebrandhow the old tail (left) compares with the new design (right)



futurebrand: american airlines rebrandnew logo applied to the famous silver planes of AA

  • Lets be real here, the reason American changed their plane layout was because of 9/11, I think they feel because of the amount of documentaries they show with the AA livery has sort of kept people away from flying with them. This is how they feel… I personally think they should stop worrying about their livery and concentrate more on their costumer service.

  • Maybe it would be better to put the newly created logo on the tail. The investment in the new logo seems wasted by its small size and the fact the windows get in the way. The red and white stripes don’t project a sense of class that a flagship airline should.

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