For the first time in 40-years, American Airlines along with Futurebrand rebrands themselves by ordering 550 newly designed planes and replacing the AA logo with a new Flight Symbol of an eagle crossed with an abstracted wing... What are your thoughts??
Check out more pics of the new planes, graphic and a video below:
There’s logic behind the decision: AA recently ordered 550 new planes. Many will have composite bodies that can’t be polished with the mirror shine of American’s existing fleet. The look had to be reassessed for brand continuity, so the company has spent the last 2+ years with Futurebrand reconsidering everything from the plane’s finish (it’ll be mica silver paint) to the logo to the website to the interior seats to the terminal kiosks. But it all started with a question: “What are the things that are relevant from all over the world about America?” Rob Friedman, VP of marketing asks.
“Technology. Entertainment. Progress. These things people really feel are American attributes,” Futurebrand’s Chief Creative Officer Sven Seger later answers. “We didn’t make this up. It’s from people all over the world.” In approaching the redesign, American polled both their own employees about what defines the American brand (the answers were predominantly the planes’ silver fuselage and the eagle logo) and the larger globe about the American country (which is where tech, entertainment and progress come in).
Futurebrand’s research also found that the American flag, of course, was another defining trait of America itself. The challenge was, how does American portray America without becoming blindly patriotic in the global market? The solution was a striped abstraction of our flag, augmented into a high-velocity graphic printed on each plane’s tail to make aircraft seem like they’re flying, even when they’re sitting still. In other words, they ditched the stars in favor of the stripes.