This is the weekend edition of TheMarioBlog and will be updated as needed. The next post is scheduled for Monday, January 21.
TAKEAWAY: It’s a new logo and livery designs for American Airlines. Gone is that eagle sitting between the two As that we have seen for years. But, wait a minute, isn’t that an eagle there in the new logo?
The new American Airlines livery
American Airlines new logo—and new eagle
American Airlines launched its redesigned look today, just on time to paint it on dozens of new aircraft that are going to be joining the airlines’ fleet in the months ahead. Yes, the body of those AA birds will still be silver, but this time painted so, as in silver mica paint.
Both the logo and livery (airplane paint scheme) have undergone big changes. On the tail, instead of that skinny eagle that stood erect between the two AAs of American Airlines, we now have a series of lines. But the eagle remains in the logo, if you look close enough, you do see what seems to be an abstract eagle.
It took two years to come up with this look.
How I wish “redesign” projects for publications were two years again. Try two months?
And I also wonder how the folks at FutureBrand, who did a splendid job here in rebranding the iconic American airline (which may soon merge with US Airways, by the way), managed to dethrone the old eagle for the more modern abstraction of one.
Eagles and me go back, as readers of this blog know, and it ain’t easy to eliminate them. Something to do with legacies, patriotism and the fervor that so many feel for them. We may never know the story behind the change of the eagle at American Airlines, but I bet there are some interesting tales: those who wanted the old eagle to stay, the ones who favored something more modern (I am glad that group won!).
Wonder if anyone voted for NO EAGLE. It is 2013, a new year, new times, no need for eagles.
As for the tail design, perhaps a little too busy, but I must see it in the flesh before passing further judgment.
So, I look forward to seeing the next new American Airlines silver bird (or, silver mica) parked perhaps next to plane in which I am a passenger.
One fellow designer, good friend and frequent traveler who will probably be happy NOT to see the silver mica bird parked near him is Roger Black, based on what he is Tweeting about it. In case you missed it, here are some Rogerisms about the AA redesign:
@AmericanAir trashed brand equity
@AmericanAir Never mind the hideous eagle. WTF is that red-white and blue piano keyboard
@AmericanAir Not since UPS has a big company been so dumb.
Ouch.
Of related interest
For more on the redesign of the *American Airlines* brand, go here:
http://skift.com/2013/01/17/american-airlines-redesign-launching-today/
And for the FutureBrand story of their involvement:
And for tales of dethroned eagles in newspaper nameplates:
http://garciamedia.com/blog/articles/40_years_40_lessons_6eagke
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