Brace Yourselves For American Airlines’ Imminent Rebranding [Archive]

NYCA News

2013-01-16, 03:40 PM

NYCAviation:

Brace Yourselves For American Airlines’ Imminent Rebranding (http://feedproxy.google.com/~r/nycaviation/~3/3fn6Pr3tJZY/)

In a recent New York Magazine, Paul Ford writes about “crowdsmashing” — the newish phenomenon in which people revolt online when companies crap up their branding. His examples include the “Gap Logo Debacle of 2010″ and the University of California’s recent logo fiasco. Ford explains: People don’t like their stories messed with. You expect a [...]http://feeds.feedburner.com/~r/nycaviation/~4/3fn6Pr3tJZY
[Click to Read Full Article (http://feedproxy.google.com/~r/nycaviation/~3/3fn6Pr3tJZY/)]

megatop412

2013-01-16, 09:25 PM

Let me guess- all-white fuselage, and a big, ugly 'A' on the tail with some kind of ridiculous frilly script 'American' along the side that goes through the window line.

Anyone else as terrified of what they chose?

PhilDernerJr

2013-01-16, 09:45 PM

We knew this was coming ever since their 787 order, and I was worried then.

Delta777LR

2013-01-16, 09:46 PM

thats wat happend to Aeromexico

steve1840

2013-01-16, 09:54 PM

They can paint the fuselage any solid color they want.....as long as that color is NOT white!!!!

moose135

2013-01-16, 10:01 PM

They have the first 77W painted, minus markings already - it was done about a month ago, and has been sitting at DFW since. They may have one or two more as well by now. The fuselage is mostly light grey, the tail is white, with the white portion covering down to the aft portion of the fuselage, similar to the red on the QANTAS scheme. They flew it to MIA and back on Sunday. Suresh Atapattu has several photos from the MIA arrival, about half way down this A.net thread:

http://www.airliners.net/aviation-forums/general_aviation/read.main/5658959/

Landing Lights

2013-01-17, 09:09 AM

We will know shortly after 10 am this morning what it looks like. According to Terry Maxon at the Airline Biz Blog, an AAL 737-800 has received the new paint and is enroute from VCV to DFW right now. There is a press unveiling scheduled for 10:00 EST this morning.

RWB

2013-01-17, 09:17 AM

We will know shortly after 10 am this morning what it looks like.There is a press unveiling scheduled for 10:00 EST this morning.
http://www.aa.com/newamerican

NickPeterman

2013-01-17, 10:17 AM

Their new logo

http://i5.photobucket.com/albums/y177/expairience/anet/newamerican.gif

Disclaimer: I do not own this photo, simply am sharing

pgengler

2013-01-17, 10:19 AM

Looks like someone didn't hide the new images well enough:

http://www.aa.com/newamerican/img/logo.png:
http://www.aa.com/newamerican/img/logo.png

eric8669

2013-01-17, 10:38 AM

http://www.aa.com/newamerican/img/planeSpritemap.jpg?01AD=3CWCHJbWGC2887AnR7Fa3h7fam yaBLfqgYiqZ0UD4wANSnFa-q8-B9Q&01RI=36BAC514F2F5363&01NA=na

NickPeterman

2013-01-17, 10:42 AM

Well, if the above turns out to be correct, I will be quite pleased. I know most people will hate it, but I, for one,actually quite like it. Guess it is time to start heading up from Austin to DFW...

eric8669

2013-01-17, 10:46 AM

http://www.airliners.net/uf/view.file?id=176840&filename=phpp5I2HQ.jpeg

confirmed.

Derf

2013-01-17, 11:01 AM

IT IS UGLY! UGGGHHH

And the AA site crashed a 0.0.0 seconds left!

rkfast

2013-01-17, 11:04 AM

I will give them credit for this...they at least properly displayed that "flag" on the tail, with the blue section (with stars) forward on the right side of the aircraft.

The rest? Meh. Ill give them a pass overall, as they had to do it for the 78.

gonzalu

2013-01-17, 11:06 AM

.0001 seconds before everyone hated it... new record!! Doesn;t anyone like anything any more? CHILDREN!! :tongue:

gonzalu

2013-01-17, 11:10 AM

34
TO LENGTHEN THE POST!!!

http://media.wfaa.com/images/0117newaafullshot.jpg

eric8669

2013-01-17, 11:11 AM

I like it. Can't wait to see it in person. Its different.

Derf

2013-01-17, 11:11 AM

Manny, we will all miss the bare metal and look back at the time when Delta had its widget, American had its Tulip, and AA had a sleek looking bare metal with colorful cheatline. New will be impressive to shoot for the first few times, the last shots of the all polished tube will be missed by me greatly.

gonzalu

2013-01-17, 11:12 AM

LOVE IT!!!! Looks like Cubana :tongue::tongue::tongue::tongue::tongue::tongue:

gonzalu

2013-01-17, 11:14 AM

On the 777 it looks good!

http://blogs.star-telegram.com/.a/6a00d8341c2cc953ef017c35e9251e970b-pi

Derf

2013-01-17, 11:18 AM

Their logo looks like a winglet.... that should look neat on a winglet..... sorry but I will always prefer
http://www.longislandwallpapers.com/Aviation/LGA-Kids-Day-2009/i-n5VHTKP/1/L/American Airlines-L.jpg

T-Bird76

2013-01-17, 11:24 AM

That by far is one of the worst designs I have ever seen... The front logo looks like the old Grayhound logo and can someone tell me what flag that is on the tail? Because its certainly not the U.S Flag...

steve1840

2013-01-17, 11:42 AM

While I am very happy that American did NOT with a white fuselage, I am very dissapointed that they did not incorporate the eagle somehow. How can you elave out one of the biggest iconic symbols of our country on your flagship airline?

Overall I will give it a 6 out of 10. Looking forward to seeing them in the air but as Fred has said, I certainly will miss the polished metal tubes.

wunaladreamin

2013-01-17, 11:43 AM

It is rather ugly. IMO the old c/s was pretty timeless. If it ain't broke...

gonzalu

2013-01-17, 11:48 AM

steve1840

2013-01-17, 11:53 AM

Kenny, if I see you take a picture of any new AA new c/s, I will personally destroy your camera and stab you in the eye!!! :tongue:

He'll only take pictures of it if it's on a 777 and hes looking out the window of an A380. :tongue:

Derf

2013-01-17, 11:54 AM

It was "broke", they needed a refresh, I am glad they did it... Nice and fresh...

Kenny, if I see you take a picture of any new AA new c/s, I will personally destroy your camera and stab you in the eye!!! :tongue:

Ill shoot it, I will shoot every aircraft.....but I will be cursing like a sailor ;)

They DID NOT put the logo on the winglets!!!! dumba$$es

Chris S

2013-01-17, 12:22 PM

Here's a new video from AA also: Behind the Scenes - Creating American Airlines New Look, Logo and Livery
http://www.youtube.com/watch?v=J-KD0PdI1Ek

jerslice

2013-01-17, 12:38 PM

I don't care for it myself. As I've said elsewhere my first thought was: "oh look, Canadian Airlines and the new Air France liveries slept together..."
But I am also a real big fan of the current scheme. Particularly disappointed that the eagle didn't survive.

cancidas

2013-01-17, 12:39 PM

ugliest!

thing!

on!

the!

planet!!

whoever thought that up should seriously be slapped, and then slapped again.

megatop412

2013-01-17, 01:10 PM

It isn't terrible but it lacks attitude. I had a feeling they were going with huge titling through the window line. All I can say is thank God it isn't in some frilly script.

And I agree with those lamenting the departure of the Eagle emblem. Would've been awesome to have a giant eagle on the tail swooping down with its talons extended like it was coming down for prey. Instead of the 'Cubana' design as Manny put it- that could have gone on the fuselage, behind the titles. Oh well, maybe I wont have to wait 50 years for the next one

steve1840

2013-01-17, 01:40 PM

I would definitely be interested in seeing what other designs were in the running that ultimately had this one coming out on top. I have a feeling that after seeing the other designs, there were probably far better choices..

NIKV69

2013-01-17, 02:46 PM

Biblical failure. Cheap, and nothing flows. Tommy is right the logo looks like a bus company. Maybe they should merge with US now and keep their scheme. My God.

Zee71

2013-01-17, 03:11 PM

Overall I personally like it, yes it may be better with something on the winglets and maybe a slick cheat line (some may say it looks like the Boston Redsox scheme that JetBlue has on a 737, but without the stinking sox's on the tail, but now with something resembling Ole Glory)........ but it still looks American to me and makes a statement "USA". Change isn't always bad as some may think. Looking forward to shooting it.

PhilDernerJr

2013-01-17, 06:11 PM

I think it looks good. I just will miss the bare metal. I think they should replace the gray with bare metal on the aircraft that can receive it and paint gray on the 787 and any other composite aircraft.

nssd70

2013-01-17, 08:13 PM

It looks good to me,but I will miss the current scheme. Now they did to update the American Eagle scheme.

Doug

eric8669

2013-01-17, 08:20 PM

Its definitely different. I've seen pictures in different lighting conditions and sometimes I like it and then not so much.
This image closeup image of tail makes me kinda like it.
http://www.airliners.net/photo/American-Airlines/Boeing-737-823/2214786/L/&sid=f43f0700e0fa3326ebfa0a11ed8bbff5

Aviation.High.Guy

2013-01-17, 08:20 PM

I have mixed feelings about the new AA livery. Maybe because it was half a century in the making and I'm just attached to the old and familiar? I can tell you this though, something about it smacks of a design that's been put together from one or more options. By this I mean it looks like somebody may have had a role in "frankensteining" (as agency folk call it) together elements from two, or more livery options. Can't put my finger on it exactly- there just looks like a visual disconnect between the tail graphics and the logotype/eagle icon. My instincts tell me something doesn't jive with the net effect of this new branding.

Strange things have been known to happen when you get client and agency together in a conference room. Ever hear the saying "A camel is really a horse that was designed by committee"? Could be the case here, or maybe I'm just projecting my own experience from Mad Avenue. Anyway, the client always has the last word, even when it's not the best decision, or the one you would choose. After all, it is their "nickel". As Creative Director I've been there, in that conference room more than I would like to admit. You learn not to lose sleep over it after a while. :tongue:

Matt Molnar

2013-01-17, 08:29 PM

I like the pearlescent gray and the titles. The logo is alright. My only objection is the tail. The fact that it's so bold and busy but the colors don't go all the way around the bottom of the fuselage makes it feel half-assed to me.

steve1840

2013-01-17, 08:30 PM

....... but the colors don't go all the way around the bottom of the fuselage makes it feel half-assed to me.

That was one thing that I was talking to a few people at work today about it. They should have taken the stripes all the way to the bottom.

jerslice

2013-01-17, 08:50 PM

Can't put my finger on it exactly- there just looks like a visual disconnect between the tail graphics and the logotype/eagle icon.
IMO it's because the rounded, swooshy feeling of the front half the plane contrasts very notably with the hard lines and edges of the tail...and there really isn't any transition. It's just one and then the other. I think if they wrapped the colors under the fuselage it would be less jarring.

gonzalu

2013-01-17, 09:10 PM

None of us get paid big bucks to do this sort of thing for a living, so leave it to the "professionals" LOL...

BTW, today on a major Aviation Photography site forum, someone said they should have gotten input from the media and the general public etc.

One thing is certain, if you EVER want to finish a project or get a new idea off the ground, make sure there are less than two people making the decision...!

gonzalu

2013-01-17, 09:12 PM

It looks good to me,but I will miss the current scheme. Now they did to update the American Eagle scheme.

Doug

http://www.aa.com/newamerican/img/5.2.jpg

Delta777LR

2013-01-17, 09:43 PM

It was "broke", they needed a refresh, I am glad they did it... Nice and fresh...

Kenny, if I see you take a picture of any new AA new c/s, I will personally destroy your camera and stab you in the eye!!! :tongue:

If its a 757 or 767 with winglets he wont get it :tongue:. BTW I think the AA new look dosent look too bad at all. Its something different thats all I can say. I expect to catch one soon! The tail really does remind me of Cubana however the eagle logo is the only thing im not crazy about.

2013-01-17, 10:11 PM

The fuselage looks fine. The tail is too close to Cubana. Overall I think it's a failure. I was very disappointed when Virgin changed their livery with the purple stripe in the late 90s. I was not pleased with DL's latest livery. But at the end, I got used to them. I think I will get used to this one, too.

nssd70

2013-01-17, 10:30 PM

http://www.aa.com/newamerican/img/5.2.jpg

Thanks,Manny!

Doug

Zee71

2013-01-17, 10:43 PM

Close tail resemblance
2149287

moose135

2013-01-17, 11:23 PM

The new logo isn't bad, and once someone explained the elements of it, it is kind of cool - but I think a lot of people won't get it either. The tail is just a mess. It's sort of an American flag, but not really, and it looks unfinished at the bottom. If you are going to have something like that on the tail - and I don't think it fits their overall theme - there should have been one more red stripe (which would have actually ended up with 7 red and 6 white, like the American flag...) and it should have continued forward on the lower part of the fuselage. The two elements - the logo and the tail - don't go together. It's almost as if two different design teams worked on them, and they didn't meet until today's unveiling.

Of course, this way, once the US/AA merger is completed, all they have to do is repaint the tails...

Aviation.High.Guy

2013-01-18, 12:23 AM

IMO it's because the rounded, swooshy feeling of the front half the plane contrasts very notably with the hard lines and edges of the tail...and there really isn't any transition. It's just one and then the other. I think if they wrapped the colors under the fuselage it would be less jarring.

Agreed. That's why I think a "committee" designed the new AA livery. The biggest insult to great graphic design is having "Too many "cooks" in the kitchen".
Gone are the days of greats like Saul Bass with his iconic logos for Continental and United with his "tulip". We gave these guys autonomy
and trusted them to do what they do best.
http://purpuleminds.files.wordpress.com/2011/03/1_saul_bass_portrait-v2_resized370.jpg

gonzalu

2013-01-18, 01:08 AM

A quick edit to see what it may look like in Oneworld c/s :smile:

http://pictures.mannyphoto.com/photos/i-KdS767Q/0/O/i-KdS767Q.jpg

http://pictures.mannyphoto.com/photos/i-VfbP6sR/0/O/i-VfbP6sR.jpg

jerslice

2013-01-18, 02:12 AM

The one world makes it look all captain america-y

PhilDernerJr

2013-01-18, 09:47 AM

Do you folks really think that AA didn't have MANY people and spend millions on consultants to come up with this?

gonzalu

2013-01-18, 10:10 AM

Phil, my lowly company spent a few million on a couple of cut squares for our new brand after 200+ years of the old brand.

Some of the considerations are things like:

--Will it fit EVERYHWERE
--Will it FIT anywhere
--Does it print well
--Does it look horrible
--What does it mean in [insert Country/Language here] (see Chevy Nova in Mexico)
--Will it cost much to paint

and likely TONS many more... I love the Monday Morning Quaterbacking...

I like it and it is NOT horrible... trust me, it can be worse!!!

2094057 2059681 2075476 2070124 2061103 Created by Airliners.net BBCode Generator (http://mannyphoto.com/airliners.php)

Aviation.High.Guy

2013-01-18, 10:28 AM

The one world makes it look all captain america-y

I hope they don't ask the crew to wear blue leotards now. :wink:

Aviation.High.Guy

2013-01-18, 10:36 AM

Do you folks really think that AA didn't have MANY people and spend millions on consultants to come up with this?

They used Futurebrand to redesign their branding. Now, these guys may not necessarily be agency of record for AA. It's not uncommon for a company
to pitch out a big job like this. Futurebrand could have had the winning selection out of several agencies in the pitch. Not unusual in this day and age of "crowdsourcing".
http://www.designboom.com/design/futurebrand-american-airlines-rebrand/

hiss srq

2013-01-18, 10:40 AM

Do you folks really think that AA didn't have MANY people and spend millions on consultants to come up with this?
No, the real story is they spotted a similar re paint template in one of the famous Anet speculation forums after the Airbus order and thought "gosh, since we are bankrupt now like everyone else was 10 years ago, we should do a euro trashy paint job like the rest did too before re emergence" to which they seeked out the 13 year old middle schooler who did the re-paint, gave him 5 hours in the 777 sim, a pilot hat and a certificate as form of purchase for his template and this was born... No really, this paint job is horrible, it looks like Air France, Cubana, Boeing and Greyhound had a bukakke party on an airplane. Disgusting and dissapointing.....

Aviation.High.Guy

2013-01-18, 11:10 AM

The badboys behind the AA rebrand>

http://www.futurebrand.com/

T-Bird76

2013-01-18, 11:12 AM

Do you folks really think that AA didn't have MANY people and spend millions on consultants to come up with this?

Spend millions...yes..many people, probably not. you'd be very surprised how many companies do changes like this in silos with very little input from the outside.

moose135

2013-01-18, 11:25 AM

Do you folks really think that AA didn't have MANY people and spend millions on consultants to come up with this?
That's the scary part, Phil, they spent millions, and this mess is what they came up with. It looks like one of the designers watched his kid play Flight Sim, and thought "Hey, there's a cool scheme!"

Zee71

2013-01-18, 11:32 AM

Maybe American should have went with the students from Hawaii

http://www.nycaviation.com/2013/01/alaska-airlines-paint-the-plane-contest-won-by-hawaiian-high-schooler/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+nycaviation+(NYCAviation.com+ |+Planespotting+and+Aviation+Photography%2C+Breaki ng+Airline+News%2C+Aviation+Discussion)

gonzalu

2013-01-18, 11:43 AM

jerslice

2013-01-18, 11:57 AM

Alright, here's what I don't like:

The tail has hard edges and well defind lines, which clash with the more rounded and swooshy front two thirds. The tail also stops short of wrapping around the fuselage, which to me excentuates the clash even more.

So, A) wrap the colors around the fuselage and B) consider tapering the flag into the body...or use the edge of the flag to make the eagle taper into the body.

gonzalu

2013-01-18, 12:26 PM

Jeremy, I KNOW you're good with graphics... so play along if you can :-)

I just hope Fred is reading this and takes his skills to the task !

megatop412

2013-01-18, 01:32 PM

OK all... I am dumb and naive and an amateur at Commercial Airline spotting and not much experience in all the great schemes ...

So, can we play a little game?

--What exactly is WRONG with the scheme. Please be as technical as possible, no gut feelings or whatever else has been said. Sayign you don't like it or it's ugly has already been said. Let's try and really technically explain why it is ugly to you or why it doesn't work aesthetically or artistically etc.

--Offer up a modification that could make the new design better. How would you improve it without a total re-design. Please use graphics ... if you're not good with Photoshop, please be as descriptive as possible but preferably, Photoshop to help us visualize

--Show us your totally new branding / design idea if you have one. What would you have done and why? Again, Photoshop or graphics please. Text explanations are hard to "imagine" unless very well described

I have already done a horrible hack job at visualizing what Oneworld could look like :tongue:

Hi Manny- I said this earlier: "Would've been awesome to have a giant eagle on the tail swooping down with its talons extended like it was coming down for prey. Instead of the 'Cubana' design as Manny put it- that could have gone on the fuselage, behind the titles"

My photoshop skills are limited in this respect as I tend not to make major alterations to my images. If you or Fred want to take a crack at it and bring my idea to life, please feel free, I would love to see what it would look like. The Eagle would be stylized similar to Gulf Air's, in blue. Grey fuselage. Nice and thick red cheatline through the windows. "AMERICAN" in italicized blue block lettering on forward fuselage, flag design currently on the tail placed instead on rear fuselage.

Landing Lights

2013-01-18, 02:25 PM

I think it is worth pointing out that Futurebrand was also responsible for BA's current livery.

As for this one, I honestly don't think its that bad. The tail is definitely bold, though it does lack a certain amount of of the branding that has been applied to the front of the plane. Personally I would have worked the "eagle beak" into the line between the red and the blue (Sorry Manny, no PS skills to make that happen). I think it could potentially see an overhaul in a merger, especially given the similarities with the US livery.

That said, I think AA in general needed a drastic new look overall. The old livery was classic but dated, and honestly looking at an AA plane in the old livery makes me think more of the days of PA, TWA, Eastern, and Braniff then it does a modern airline. Bankruptcy has been all about making a "new American" and this definitely makes a step in the right direction. As we see more of their product get the new branding, I think the livery may end up fitting in better. And as somebody else mentioned, seeing a line of these tails parked at the terminal will be stunning.

As for the design being by committee, evidently that is how the silver color was picked. They flew an MD-80 into a smaller airport in Ft Worth and painted it 4 shades of silver with each one having 2 different mica flake options for a total of 8 swatches. Then they brought the executive team out and eventually matched the color with the silver of one of the SVP's cars.

jerslice

2013-01-18, 04:23 PM

I KNOW you're good with graphics
Sadly I'm not :-)

hiss srq

2013-01-18, 07:46 PM

So I suck at photoshop, anyway, here goes with an attempt at descrption

I would have kept the grey fuse. since the silverbird deal is out of the question with the new planes.... I would have went with a navy blue eagle like that which already adorns the AA logo or the old AA circle logo with the eagle in it except that would span the entire verticle stab down onto the tail and forward onto the aft most fuse. I would have went with a similar blue color font on the fuse forward with the new AA logo perhaps. On the engines to match the tail I would have placed a match of the tail logo on each side of the nacelles. Lastly, for the birds with winglets, a red white and blue ribbon ripping through it to nod to the previous and timeless cheatline. The tail is the thing that really ruins it most for me, the AA logo needed to stay someplace in the identity as it is older than the now old colors of American.

Aviation.High.Guy

2013-01-18, 09:14 PM

I did a little survey with our graphic designers and art directors today. I showed around the new AA livery. 8 out 10 designers loved it.
Makes me think my disappointment is just because I'm too nostalgic about it and biased. By the way, several years ago we created the livery here
at Landor for Song, the Delta offshoot.

gonzalu

2013-01-18, 09:53 PM

I 'll start the game :smile: Here is a poor attempt at some of the ideas I have heard...

http://pictures.mannyphoto.com/photos/i-gKx9sjX/0/O/i-gKx9sjX.jpg

http://pictures.mannyphoto.com/photos/i-XPXdpjR/0/L/i-XPXdpjR-L.jpg

deltaA330

2013-01-18, 10:00 PM

I personally would have liked this. By the way, I DID NOT create this, just found it on google images and thought it was better than what American came up with.

http://sphotos-b.xx.fbcdn.net/hphotos-ash3/22000_3615936376684_1617034740_n.jpg

megatop412

2013-01-18, 11:43 PM

Bravo Manny! Love both of those tails, LOVE em. And you satisfied the cheatline fanatic in me

What's the deal with the image right after that that was found on the internet? I actually like that tail design as well

gonzalu

2013-01-19, 12:14 AM

Yeah I have seen that design a lot... I loved it and was hoping it was it... and thanks for the vote of confidence, William. I really thought I massacred it! lol

wunaladreamin

2013-01-19, 12:25 AM

Manny, I also prefer your versions especially #1 to the abortion they came up with.

gonzalu

2013-01-19, 12:30 AM

Kenny, I appreciate it, but mine I just can't get the tail to line up. Methinks they need a different logo / image than that of the old eagle. thanks ;-)

PhilDernerJr

2013-01-19, 06:44 AM

Also keep in mind this is RIGHT BEFORE AA apparently will merge with US Airways, and they have surely had no say in the matter.

steve1840

2013-01-19, 07:00 AM

Manny, I think you should consider a career change....or open your own consulting firm in your spare time to help out hackjob marketing firms like Futurebrands inc. In less than one day you came up with something that looks way better than what probably took them at least the last 6 months.

Aviation.High.Guy

2013-01-23, 10:03 AM

Not sure if this video was posted here before, but it's a nice little short by AA explaining what went into the new branding. As aviation buffs
we tend to focus on the livery, but when building a brand, or refreshing an old brand the whole picture needs to be taken into consideration-
Signage, advertising, web, environmental graphics, etc. Merger...? :tongue:

http://www.youtube.com/watch?v=J-KD0PdI1Ek&feature

Zee71

2013-02-11, 12:01 AM

While on a work related trip to Los Angeles as I was landing on Saturday afternoon I saw the rebranded American tucked way not far from where Qantas parks their aircraft on the hardstand at LAX. I figured it would depart under the cover of darkness as it has been (at least when she visited JFK and LGA). Well .... on Sunday, during some wonderful conditions and in daylight she departed off RWY 25L at LAX. She was light to say the least but about 15 or more other spotters at LAX were able to catch her leaving. Here is my shot of her:

http://mbsphotography.smugmug.com/Aviation/Airplanes-and-Spotting/LAX-06Jul2010/i-7KDMzTf/0/L/American_01_LAX_03Feb2013_25L_N908NN_70-200mm-L.jpg