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 identity
The new identity

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.

The new livery
The new livery

‘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 new identity
New print collateral

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.’

Hide Comments (8)Show Comments (8)
  • projects projects November 30, -0001 at 12:00 am


  • Hana Peg November 30, -0001 at 12:00 am

    Mediocre. Logo is not great, but OK, hate the ubiquitous 3D effect. But the application on the airplane is really bad, pompous, just like the video.

  • Hana Peg November 30, -0001 at 12:00 am

    140 pounds to submit for your competition? That is outrageous!

  • Angus Montgomery November 30, -0001 at 12:00 am


  • David Hodgson November 30, -0001 at 12:00 am

    I like the old logo because it had a retro look. They’ve managed to make the aircraft looks like a toothpaste tube. But maybe that’s a good thing and the last time I flew American I felt that customer service was similar to putting the toothpaste back in the tube.

  • Peter Doherty November 30, -0001 at 12:00 am

    I think they missed an opportunity to do something interesting with the double A on the previous logo, which looked like it just needed a refresh. This current rebrand is bland, the logo lacks incisiveness and the tail fin could be any American airline.

  • steve cotroneo November 30, -0001 at 12:00 am

    I agree with the 3d effect, it seems to be over used and defines the time period. The best logos never get old. Although, over all the logo is simple and has allot of visual meaning to it.

  • Eric Pearine November 30, -0001 at 12:00 am

    I have to agree with the 3d effect, but I don’t think it’s atrocious as most people say it is.

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