The iconic American Airlines logo, which was designed by graphic design logo Massimo Vignelli in 1968, has officially entered the history books as the airline unveils their new livery, logo and overall company aesthetic.
The airline, which claims that this "Truly American" look will help them push into the 21st Century as they continue to modernize their entire fleet. The branding overhaul follows last year's largest plane order in history, and also comes after AA is facing a giant reorganization struggle to maintain solvency.
The new logo brings in the vaunted eagle in a subtle and decidedly modern way, adhering to the branding trend du jour of simple, iconic graphics with clean lines and straightforward imagery.
The company copywriters are clearly passionate about this new design:
The new look and feel of our planes is a bold symbol of our origin and our name, while the updated exterior reflects the innovative spirit of modern America. The transformation continues on the inside, as we bring you a more modern, comfortable and connected experience throughout the entire aircraft.
American Airlines is also using the new logo as the fulcrum for a complete image overhaul, with a new website and related collateral also slated to launch this year. The premium cabin experience, lounges, and check-in processes are also being redesigned to reflect the refreshed brand.
The company goes through the full branding on a dedicated website, and talks about what this overhaul means for them:
Today marks more than a new look: it's also the beginning of an ongoing transformation that will continue for years to come. From painting new and existing planes every month, to re-envisioning airport experiences and upgrading onboard environments, to the technology and information that will keep you in-the-know, we're rethinking your experience from start to finish. It's a transformation that we want you to be a part of.
Click here for the full company take on the updated look, and what it means for them going forward.
Given the insolvency of American Airlines' parent company, this redesign could indeed reinvigorate the airline and provide some much needed lift to its wings. The branding is clean and attractive, and seems to fit right in with today's consumer expectations.
The airline is also offering up 1 million AAdvantage miles as part of their brand rollout - more info can be found here.
What do you think of the refreshed American Airlines look?