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American’s New Logo Grounded by Critics January 24, 2013 Last week, American Airlines unveiled a new logo in an effort to revitalize the struggling Chapter 11 airline. The new branding has since ignited backlash from passengers, designers and branding experts.
AA’s iconic brand identity had the longest run of any US airline by far. Developed by designer Massimo Vignelli in 1968, people were accustomed to the look, which many felt stood up over the course of time. The change replaces “American” in big Helvetica letters atop the stripes and “AA” with a new stylized eagle without talons, transforming it into the “Flight Symbol.” The tail was also updated with abstraction of the American flag to make aircraft appear like it’s flying, even when grounded.
CEO Tom Horton said, “Our changes on the outside reflect how we’re evolving on the inside. Our new logo and the refreshed exterior of our planes represent more than a change of symbol, but a symbol of change in our path to modernize and innovate.”
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