Go figure that when I hop on a 20+ hour flight Delta announces a revenue based frequent flyer program and American unveils their rebranding.

Let’s start with American’s rebranding. This has been in the works for a long time, so here it is:

American also produced a video about the thought process behind the new branding here:

YouTube Preview Image

It’s 1AM in Singapore and I had one too many shots tonight (which is to say I had exactly one shot) to write anything constructive.

What do you guys think of the new branding? Love it? Hate it? Expecting a Bank of America merger?

Posted on January 17th, 2013 by lucky
Filed under: American | 46 Comments »

  1. January 17th, 2013 at 9:56 am

    Nathaniel said,

    Wow.. I don’t like it at all.. looks almost as ugly as united’s new paint job.

  2. January 17th, 2013 at 9:57 am

    Zach said,

    I’m good with the logo. Think the shots of the new branding for airports and promotional materials look good. I don’t love the new typeface, mostly the spacing is too wide.

    As for the livery, it’s fine except that terrible tail. As I said on twitter, “Buzz…your girlfriend…woof!”

  3. January 17th, 2013 at 9:59 am

    Bill n DC said,

    I kind of like it. Not sure it’s ‘stylish’ but like the bold colors and graphics. definitely noticeable. I definitely like the stylized eagle

  4. January 17th, 2013 at 9:59 am

    UA-NYC said,

    @Nathaniel – nothing new about UA’s paint job, it’s a 20+ year old livery

  5. January 17th, 2013 at 10:03 am

    Twiggers said,

    I actually like it. I like the bold colors…they’ll definitely stand out.

  6. January 17th, 2013 at 10:05 am

    Andrew said,

    For some reason, it makes me think of Aeroflot.

  7. January 17th, 2013 at 10:05 am

    ZombieTraveler said,

    Horrible tail. But The rest looks slick.

    AF anyone?

  8. January 17th, 2013 at 10:07 am

    Rosalie said,

    They should have invested in better customer service. The new look will not make it my favorite airline as long as they treat customers so poorly. I will continue to fly it only as a last resort.

  9. January 17th, 2013 at 10:11 am

    Antonio said,

    The PJ looks better in the video than in the picture. Massimo Vignelli must be pissed though, he was so proud of his old logo design.

  10. January 17th, 2013 at 10:15 am

    Santastico said,

    The tail looks like a spinning barber pole to me. Maybe Executive Platinum will get a free hair cut????

  11. January 17th, 2013 at 10:15 am

    mike said,

    agree that the logo is great…tail i don’t like at all…

  12. January 17th, 2013 at 10:20 am

    Points Surfer said,

    Why did they go with a picture of 90′s style 3D glasses for their logo?!

  13. January 17th, 2013 at 10:21 am

    Brian said,

    Aeroflot? No. Cubana, yes. http://img.ly/rRVb

  14. January 17th, 2013 at 10:23 am

    Antonio said,

    Vignelli interview video on the old AA design
    http://youtu.be/x8u-yryGGF4?t=1m14s

  15. January 17th, 2013 at 10:26 am

    Kelly H said,

    Like it a bunch. They needed something bold! THink about how you’ll feel seeing that tail on the last let of a long international trip

  16. January 17th, 2013 at 10:29 am

    Simon said,

    I didn’t like it initially, but it’s really growing on me.

  17. January 17th, 2013 at 10:35 am

    Adam said,

    I’m with the mob – new logo is great, tail is eh.

  18. January 17th, 2013 at 10:39 am

    Brian L. said,

    The tail is kind of loud, but overall, I like the new look.

  19. January 17th, 2013 at 10:41 am

    Peterson said,

    “Santastico said,

    The tail looks like a spinning barber pole to me. Maybe Executive Platinum will get a free hair cut????”

    Maybe elite benefits are getting the hair cut /s

  20. January 17th, 2013 at 10:44 am

    Nat Arem said,

    With that tail they should have changed their name to ‘Murikan Airdohickys

  21. January 17th, 2013 at 10:57 am

    TheBeerHunter said,

    I am a fan.

  22. January 17th, 2013 at 11:02 am

    JetAway said,

    Sure, it’s somewhat derivative of other logos, but it’s also very modern and forward looking. I like it.

  23. January 17th, 2013 at 11:03 am

    Santastico said,

    Very interesting article about the logo change. http://aviationblog.dallasnews.com/2013/01/a-tail-of-two-airlines.html/

    Funny to see at the end of the article they offer a picture of what is believed to be the source of American’s inspiration for the new paint colors and design: an old Greyhound bus. LOL!!!!

  24. January 17th, 2013 at 11:10 am

    AJ said,

    The tail reminds me of Captain America’s shield.

  25. January 17th, 2013 at 12:01 pm

    gluedtothewindow said,

    @ Simon, I’m with you. Initial reaction was bad, but I think I could get used to it. A bunch of different types lined up in a row could look pretty spiffy

  26. January 17th, 2013 at 12:05 pm

    Kris Ziel said,

    So ugly.

  27. January 17th, 2013 at 12:25 pm

    Scothb said,

    The tail colors don’t blend well with the rest of the plane. I think it would have looked much better if the bottom 2 red stripes came up the fuselage a bit, maybe in a gentle swoop.

  28. January 17th, 2013 at 12:38 pm

    Brett said,

    I like the tail…

  29. January 17th, 2013 at 12:51 pm

    DavisCalifJr said,

    I can take it or leave it. I don’t get what all the fuss is about when liveries change. It’s fine, get on with creating an airline that people want to fly with and enjoy parting with their money that they can rely on that has good consistent customer service.

    Wayyyyy tooooo muchhhhhh time spent “how the liveries make you feel”….makes me throw up a little every time I see all the time and money spent on redesigning an airlines look.

    Kind of like all the time spent in companies doing mission statements. Such wasted time..But the manager’s feel
    like they are accomplishing something and everyone goes along with it. Same with livery changes. Marketing
    folks get a warm fuzzy they changed everything and everyone goes along with the charade.

    I’ll stop. I think I’m going to throw up again…

  30. January 17th, 2013 at 2:49 pm

    TonySCV said,

    The eagle logo is terrific.

  31. January 17th, 2013 at 2:52 pm

    Nathaniel said,

    @UA-NYC I know.. I didn’t like it on Continental either.. But the Font is especially hideous.

  32. January 17th, 2013 at 2:57 pm

    Stephan said,

    The tail is terrible! What were they thinking? Looks like some kind of bad Wonder Woman bustier crossed with 1970s plaid jacket!
    Did they not see that they have the ideal tail design inherent in the new logo – duh!

  33. January 17th, 2013 at 3:24 pm

    TLT said,

    Makes it look like an LCC. Looks like something my 9 year old sister painted.

  34. January 17th, 2013 at 4:24 pm

    Andrew said,

    I love it. No sarcasm. A+

  35. January 17th, 2013 at 4:45 pm

    Kevin said,

    Several of us like it. It’s different from the pack and distinctive. My first impression was “I like it.” I don’t say that very often and I deal with these branding issues regularly. Congrats and let’s hope it inspires change throughout the organization and allows them to deliver on promises of a better airline for everyone.

  36. January 17th, 2013 at 5:38 pm

    Bob said,

    Should have given the job to Pentagram, designers of the beautiful UA tulip livery.

  37. January 17th, 2013 at 7:25 pm

    Rich ( arizona) said,

    Why waste money on this when they are bankrupt and may up merging/being bought?

  38. January 17th, 2013 at 7:54 pm

    Nathaniel said,

    @Rich it really isn’t a waste of money, they needed to do something to announce the rebirth of their airline out of bankruptcy and if they do merge with US, American will be the one sticking around, they are bigger, and have a better image than US.

  39. January 17th, 2013 at 8:00 pm

    ShaneinTulsa said,

    I don’t care for it only because I don’t feel it was necessary. They already had an iconic brand and logo. They didn’t need to change it.

  40. January 17th, 2013 at 8:49 pm

    Mac said,

    Is it just me or is this like a cheap rip off of the US AIR tail just done in red – well I guess that fits.

  41. January 17th, 2013 at 9:12 pm

    Wei said,

    They took the shield from Captain America! Now you can hear the annoucement when you board the plane: Dear Pessengers, This Is Captain America Speaking!

  42. January 17th, 2013 at 11:33 pm

    Andy said,

    I don’t care and I think it is a sheer waste of money to do so given that AA has been fighting with its pilots for so long …

  43. January 18th, 2013 at 12:18 am

    spkg said,

    If you showed me just that tail and asked me which airline’s now livery it was, I’d probably say US airways. Airlines usually put their logo, or part of their logo on the tail, and which airlines uses the flag as a logo? If this isn’t a clear sign what’s to come and I don’t know what is.

  44. January 18th, 2013 at 5:54 am

    Ana said,

    Definitely love the new logo though I will miss the double A that has make the airline easy to identify for a long time. The tail is kind of flashy but I think it is all about getting used to it. Just saw some pictures of the plane in the hangar and it looks better than in the promos. The plane looks elegant and modern. And the best thing is that with all this changes the interiors are also changing and the colors that will be uses make first ans business class look more classy as I have never liked the colors been used now they are too plain.

  45. January 18th, 2013 at 2:18 pm

    Scot said,

    The new livery is GREAT. I LOVE IT!!!

  46. January 18th, 2013 at 8:29 pm

    Rich ( arizona) said,

    @Nathaniel,

    If they merge with US airways my understanding is that US management would most likely be in charge. So they would select the livery wouldn’t they? Or did US sign off on this? If you are in bankrupcy your bargaining power is generally limited.

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