The two firms developed a logo with a plane wing stretching off an American star and hope partners such as American Airlines, Jet Blue Airways and Air Tran Airways will employ the design in ads and other materials.
Clear Channel Airports
Clear Channel Airports, which sells in-airport billboards, is another partner.
CarroSell and Haft Byrne, which has Hertz as a client, developed the work pro bono and have no separate media budget.
New York Gov. George Pataki was scheduled to help launch the effort at a news conference at New York's John F. Kennedy Airport today.