American Airlines Unveils New Logo and Livery

More than four decades after its last livery change, American Airlines has unveiled a new logo and livery for its aircraft.

The new livery will feature on all of American’s new aircraft deliveries, including the already delivered Boeing 777-300ER set to enter commercial service with the carrier on January 31.

Dallas/Fort Worth-based American Airlines says it plans to continue taking delivery of new aircraft this year from its record-setting orders for 550 new aircraft.

On January 17, 2013, American Airlines unveiled a new logo and livery for itself and sister carrier American Eagle. The change came more than four decades after American’s last livery change, which produced the iconic ‘silver bird’ look and red-and-blue ‘AA’ tail logo which also featured a stylized eagle. That logo represented the evolution of American’s logo dating all the way back to the 1930s

“Since placing our landmark aircraft order in July of 2011, we’ve been building anticipation toward a moment in time when the outside of our aircraft reflects the progress we’ve made to modernize our airline on the inside,” says Tom Horton, American’s chairman and CEO.

“While we complete the evaluation of whether a merger can build on American’s strengths, we remain steadfast in each step we take to renew our airline, a step we take with great respect for our name American,” adds Horton. “Today marks important progress in that journey as we unveil a new and updated look for the first time in more than 40 years.”

American is preparing to take delivery of hundreds of new, lighter aircraft featuring composite materials that must be painted.  Since the polished metal look was no longer an option, the airline says the importance of the paint selection became critical to honoring American’s “silver bird” legacy.

Silver mica paint was chosen as a way to maintain the silver heritage which American’s people and customers honor, but American says the new livery represented a way to progress with a clean new look.

This is American Airlines’ logo from the mid-1930s and a modified version of this logo has remained on the tails or fuselages of American’s aircraft ever since. However, a new livery and logo adopted by American on January 17, 2013 do away with the world-renowned ‘AA’-and-eagle logo

“Our new logo and livery are designed to reflect the passion for progress and the soaring spirit, which is uniquely American,” says Virasb Vahidi, American’s chief commercial officer. “Our core colors – red, white and blue – have been updated to reflect a more vibrant and welcoming spirit.”

Adds Vahidi: “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.”

This year, American will take delivery of nearly 60 new aircraft, including Boeing 777-300ER widebodies. In July, American will begin taking delivery of Airbus A320-family aircraft which feature higher proportions of lighter, more fuel-efficient composite materials. These materials must be painted.

The airline continues investments to offer state-of-the-art inflight Wi-Fi, in-seat entertainment, universal AC power outlets at every seat, and Main Cabin Extra seating on all mainline aircraft. In addition, American has plans to offer fully lie-flat seats in the premium-class cabins on all of the airline’s widebody aircraft and transcontinental fleet.

This has been the American Airlines’ logo, one of the most famous and long-lived of any airline’s, from the 1970s until 2013

Sister regional carrier American Eagle and American’s AAdvantage frequent-flyer program also will get a new look as of January 17. The first American Eagle aircraft will fly wearing the new livery in February.

Updating the new look across American’s network is a long process, according to the airline. So American and American Eagle will roll out over time to the airline’s airports, interiors and exteriors of aircraft, new uniforms, products and services, and information-technology platforms such as AA.com and the American mobile apps.

American’s new look was created with input from its customers and staff, and in partnership with FutureBrand, a global brand consultancy.

In addition, American launches a new advertising campaign on January 17 designed to showcase the new look. The advertising campaign was developed with agency partner McCann Worldgroup.

For more information on American’s new look, and to keep up with progress as the new-brand roll-out continues, visit www.aa.com/newamerican.