ABOUT

CHALLENGE

Reimagine American’s look and feel to better represent its comprehensive, multi-year modernization efforts. After four decades of flying under the same logo and livery, American was ready for an identity that its customers would see on planes but also feel in a more meaningful way, across a variety of experiences the world over.

SOLUTION

Building upon the powerful idea of possibilities, we developed a new logo, livery, visual style and tone of voice that are clear and confident, yet welcoming and engaging. The updated look and feel honors the airline’s herittage while capturing the timeless spirit of modern America.

RESULTS

A refreshing and exciting 'symbol' for the future of American Airlines, the new brand is set to build on the heiritage and history American has built over the last 40 years as it moves into the future. The new brand was recieved well by staff and customers alike. In the months after launch, the impact on the world of social media was immediate and dramatic; the airline went from slow and steady growth to explosive growth overnight. The percentage of engaged fans shot up to almost three times the aviation sector average. Most importantly though, is the incredibly positive and emotional response it generated. The fans of American Airlines had something special to celebrate.

Additionally, the new brand work, supported by subsequent product launches, experience enhancements and promotions has led to a significantly positive upswing in customer sentiment in the months following launch.