American Airlines has adopted a new minimal logo, dropping the overt eagle for a more seamless design. The last time the company redesigned it’s logo was in 1967. The refresh was done by FutureBrand, who strived to create a modern look for the iconic brand.
To reflect the progress it had made in the ongoing modernization of the airline, the company decided to reflect this with the modernization of the logo, livery, and the customer experience. FutureBrand writes:
Our work is inspired by the company’s heritage and incorporates colors and symbols universally associated with the American brand. A reimagined logo—called the Flight Symbol—evokes the star, “A”, and iconic eagle of American’s past, all brought to life in refreshed shades of red, white and blue. Together, they reflect a more modern, vibrant and welcoming spirit.
The reimagined livery features proud stripes and a timeless silver body, expressing the airline’s origins and the spirit of modern America. This new look and feel has been extended to the airport terminals, premium lounges, updated onboard menus, and other branded elements. Click through to see images of the redesign and watch the video below for an interesting behind-the-scenes look at the process: