American Airlines : New Identity

The eagle has rebranded.

Published On
Jan 16, 2013

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Still in bankruptcy protection, American Airlines has unveiled a new brand identity and livery, designed by Futurebrand, alongside a new campaign through McCann Worldgroup to promote its new image.

The new look will feature on AA's new Boeing 777-300ER aircraft, set to fly from Jan. 31. New composite materials used in aircraft meant that the airline's polished metal look was no longer an option, so the new livery uses silver mica paint as a way to maintain the silver heritage. The brand's longstanding eagle logo has also been refreshed in red, white and blue colors which will be featured on the tails of the planes. Other changes on board the planes include tablet computers for pilots and cabin crew, and fully flat business class seats.

American Airlines, which is the subject of a possible merger with US Airways, filed for bankruptcy protection in 2011.