January 18, 2013

Thinking Positive About American Airlines’ New Look

More articles by »
Written by: Dan Frommer
Tags: , ,
Some (renderings of) newly painted American jets rolling around an airport. (Screengrab from AA video)

Part of me just died. I flew about 75,000 miles on American Airlines planes last year, my first flight ever was aboard an American DC-10, and I’ll always love the old Helvetica logo and minimalist livery. (Second only to the old United tulip — a symbol I’ll always connect to growing up in Chicago.)

My first thought after seeing the new American logo and type was: “Sigh.” But after watching this “making of” YouTube video, I’m trying to be optimistic. It actually looks pretty good on an airplane, and that’s what matters. The flag on the tail seems busier than necessary, but it certainly could have been a lot more offensive.

It always bugs me when companies destroy iconic brands just because they think they need a fresh look. But as I discussed yesterday, there were actual scientific reasons to make changes. And this does feel newer. After years of decay, that seems to be American’s most important message: We’re fixing shit here.

I don’t think this look will last 40+ years the way the old one did. But I think I’ll get used to this.

Btw, this was a pretty cool scene from the video, where they seem to be testing different shades of new gray paint on an old silver MD-80:

This article was originally published on SplatF and is syndicated with permission.

Dan Frommer is a technology writer, the editor of Splatf and creator of an awesome new travel guide app called City Notes.

About the Author

Dan Frommer



CLOSED: Winter Storm Stella Takes Aim at Northeastern US and Eastern Canada

Winter Storm Stella is taking aim at the Northeastern United States and Eastern Canada early this week. We'll have your latest updates on the storm and its impact on air travel here.
by NYCAviation Staff


DOJ’s “Collusion”: You Scratch My Airplane’s Back, I’ll Scratch Yours

The Department of Justice's charges of collusion at multiple airlines should come as no surprise to the ironic actions of none other than... The Department of Justice.
by Erika Armstrong



Airline Globalization’s History: Once An Advantage, Now a Threat

The debate between U.S legacy airlines and the "ME3" has been getting hotter and hotter, though airline globalization has been around since the beginning.
by John Steffen


American Express Opens The Centurion Lounge at Miami International Airport

In response to cardholder feedback, the new lounges offer an experience similar to the one AmEx offered in its previous partnership with American Airlines.
by Mark Lawrence


All Settled In: The American Airlines 787 Experience Two Weeks Later

Now that the fanfare of their initial launch has died down, what is it like to fly the new American 787? What sets this aircraft apart? Jeremy Dando explores and explains.
by Jeremy Dando