American Airlines 1

American Airlines

Transforming an American Icon

American Airlines was ready for a change in brand identity, to better reflect the significant investments they had made to their onboard and airport experience. After four decades of the same logo and livery, the airline wanted to develop a new brand universe that honoured its heritage while capturing the timeless spirit of modern America. In order to achieve this, American recognized the need to shift the organization’s mindset, using the new brand as a lens to make all decision-making and tapping into the truths that represent modern America.


American wanted to move away from simply flying planes to the idea of flying people - offering a network of destinations and a world of possibilities. We developed a new Brand Center and brand Helpdesk to support the brand transformation and ensure that the new identity conveys pride, innovation, opportunity, and progress while capturing the optimism and sense of possibility that are uniquely American Airlines.

American Airlines 2
American Airlines 3
American Airlines 4
American Airlines Team 15

"A Brand Center provided teams a place to go for all things brand. The brand Helpdesk allows the Brand Team to manage the process of answering in-bound questions in an orderly fashion and supports the review & approval process of brand collateral produced by the global network."

Simon Hill - President, FutureBrand North America
American Airlines Logo 13
American Airlines 8
American Airlines 9
American Airlines 6
American Airlines 7
American Airlines 10
American Airlines Inflight 14
American Airlines Lounge 18
American Airlines Plane Painting 16
American Airlines 11
American Airlines 12
American Airlines Web 17

Want to know more?

Let’s talk
Tap the circle to enable Accessibility Mode

Accessibility mode:

Making a website accessible is crucial to provide equal access and equal opportunities to people with diverse abilities. In today's digital age, the web has become an essential resource in various aspects of life, such as education, employment, commerce, healthcare, and recreation. By designing and developing websites that are accessible to people with disabilities, we create a more inclusive online environment.

When activated, accessibility mode will enable certain features, including pausing auto-played video content, increasing contrast, and updating the site navigation bar for easier visibility.