Futurebrand rebrands American Airlines
Futurebrand has created a new identity for American Airlines, the US carrier’s first major update in nearly 40 years.
The new designs feature a redeveloped livery and logo design, and replace the previous identity, which was developed by Massimo Vignelli in 1967.
Virasb Vahidi, AA’s chief commercial officer, says, ‘Our new logo and livery are designed to reflect the passion for progress and the soaring spirit, which is uniquely American.
‘Our core colours – red white and blue – have been updated to reflect a more vibrant and welcoming spirit.
‘The new tail, with stripes flying proudly, is a bold reflection of American’s origin and name. And our new flight symbol, an updated eagle, incorporates the many icons that people have come to associate with American, including the “A” and the star.’
The new identity is set to roll out across AA’s fleet, including the newly delivered flagship Boeing 777-300ER planes – featuring cabin interiors by James Park Associates – which are set to take flight at the end of the month.
It is also set to roll out across AA’s airports, aircraft interiors and exteriors, uniforms and digital platforms.
The rebrand comes in the wake of a turbulent period for AA, with the airline filing for bankruptcy protection in 2011, and rumours of a potential merger with other carriers.
AA says, ‘Today’s news is a reminder that while there are still significant decisions that need to be made about the future of the company, American remains focused on continuing the forward movement of the many investments that have been announced in the past year.’