Print from Airliners.net discussion forum
http://www.airliners.net/aviation-forums/aviation_hobby/read.main/130962/

Topic: AA Fantasy Rebrand
Username: CapEd388
Posted 2012-09-01 11:33:57 and read 23634 times.

I am a huge fan of a website called Brand New ( http://www.underconsideration.com/brandnew/ ) where they discuss corporate rebrands and identity changes. Since I have always had a passion for logos and brand application, this website fascinates me. They frequently do articles on airline rebrands. They recently covered the Air New Zealand rebrand and the Island Air rebrand (I gave them the tip on that one).

Yesterday they had a post about three "fantasy" rebrands, which designers do just for the heck of it. One of them was for American Airlines. I thought it was a pretty interesting rebrand. Of course, I don't think AA would ever go for something like it, but I guess thats why they call them "fantasy".

Over all, I think the proposed brand change and applications are very classy, edgy yet retro. Although the proposed livery is awful and I know most of you will hate it, the over all rebrand is not bad.

AA Fantasy Rebrand

http://www.behance.net/gallery/Exper...l-ID-for-American-Airlines/4258225


What do you guys think?

CapEd388

Topic: RE: AA Fantasy Rebrand
Username: Rwy04LGA
Posted 2012-09-01 11:38:00 and read 23646 times.

A little plain, but classy. I do hope they keep the metal and not paint them.

Topic: RE: AA Fantasy Rebrand
Username: CapEd388
Posted 2012-09-01 11:42:48 and read 23569 times.

Quoting Rwy04LGA (Reply 1):

I agree. I love the bare metal too, but I think it is inevitable that they are going to have to paint their aircraft in the future.

Topic: RE: AA Fantasy Rebrand
Username: PI4EVER
Posted 2012-09-01 12:11:26 and read 23406 times.

Just what AA does not need...........blAAnd. Not a stroke of red, white or blue in any design elements? Let's just take a 747....which AA does not fly....paint it the beloved white, a small caps spelling of its name and the eagle meatball on the tail....that's a fantasy flight for sure. A waste of design talent.
There is sufficient design talent by members of this website that could "one day you're in the next day you're out" this outfit.
Let's create our own Project "Runway" group.

Topic: RE: AA Fantasy Rebrand
Username: EA CO AS
Posted 2012-09-01 12:12:42 and read 23395 times.

Quoting CapEd388 (Thread starter):
I know most of you will hate it

Sorry, but yes. Not a fan at all.

Topic: RE: AA Fantasy Rebrand
Username: Independence76
Posted 2012-09-01 12:14:05 and read 23370 times.

Classy, but I feel elements of it aren't vivid enough.


The all-white livery was terrible, honestly.

Topic: RE: AA Fantasy Rebrand
Username: AA767400
Posted 2012-09-01 12:17:11 and read 23346 times.

Love the website design, but not the livery. It screams JAL's new plain livery.

Topic: RE: AA Fantasy Rebrand
Username: AS739BSI
Posted 2012-09-01 12:17:12 and read 23345 times.

It looks too plain with the all-white. There needs to be simplicity but it needs to be distinguishable but you don't want it standing out like a sore eye.

Topic: RE: AA Fantasy Rebrand
Username: migair54
Posted 2012-09-01 12:28:57 and read 23239 times.

it´s terribly simple and bad looking.... Are you sure someone ¨designed" that???

It looks like Air Atlanta planes but with the AA logo in the Tail... to do that is better to leave them in the green they have before painted.... hehehehehe

Current planes are awesome.... maybe just a modernisation could be very welcome but not a full new livery...

Topic: RE: AA Fantasy Rebrand
Username: LifelinerOne
Posted 2012-09-01 12:33:44 and read 23223 times.

I like the corporate identity! But I don't like the proposed livery...

Cheers!   

p.s. thanks for the website! Nice.

Topic: RE: AA Fantasy Rebrand
Username: ebj1248650
Posted 2012-09-01 12:57:13 and read 23071 times.

For lack of a better way to say it, the livery looks CHEAP! Come on guys. Put some color and elegant design in it. I know most A.netters will say passengers really don't care, but I'd be put off getting on an airplane that looks that bland. I'd wonder where else the airline cut corners to make a buck!

Topic: RE: AA Fantasy Rebrand
Username: ordjoe
Posted 2012-09-01 13:01:44 and read 23043 times.

No all white livery, I hate it on many planes that use it, such as the JL. The website and logo, while I like somewhat, are a bit too minimalist and look too European (not that that is a bad thing, but it is after all American Airlines).

IMHO I think they are fine with what they have.

Topic: RE: AA Fantasy Rebrand
Username: skycub
Posted 2012-09-01 13:05:57 and read 23015 times.

That was hideous. Absolutely hideous.

Topic: RE: AA Fantasy Rebrand
Username: kngkyle
Posted 2012-09-01 13:18:05 and read 22963 times.

As far as fantasy liveries go, I found these to be the most well done:

http://www.cardatabase.net/modifieda...inerphotos/photos/big/00015113.jpg

http://www.cardatabase.net/modifieda...inerphotos/photos/big/00015094.jpg

http://www.cardatabase.net/modifieda...inerphotos/photos/big/00015043.jpg

http://www.cardatabase.net/modifieda...inerphotos/photos/big/00014310.jpg

Topic: RE: AA Fantasy Rebrand
Username: AA737-823
Posted 2012-09-01 13:24:36 and read 22876 times.

I don't understand the woodgrain dot in the middle of everything.
"Oooh, look at the pretty beach scene.... overlaid by a round circle of fake wood, with nothing written on it."
?!?

The livery is, indeed, horrible, BUT I actually like the tail logo. Maybe if the circle was the current navy blue instead of black... with the same eagle on it.. I'd be a fan of that element.

Topic: RE: AA Fantasy Rebrand
Username: CapEd388
Posted 2012-09-01 13:28:02 and read 22841 times.

Quoting kngkyle (Reply 13):

Thanks for the links, I definitely see some liveries there that I like.

As for the original "fantasy" brand that I posted in the opening post, hate it or love it, I think we have to give credit to the designer for applying the brand in various mediums (website, livery, boarding pass etc.)

That is something that a lot of us forget, we just look at a livery and say "thats awful", I think we need to look at the entire brand package and all the applications to really make a good decision on whether we like the identity or not. After all, the livery on the aircraft is just part of the brand package.

Although I like some of the livery proposals in reply 13, I would love to see those brands applied to various mediums of the airline (ticket counter, signs, stationary, boarding pass, website, lounges etc.)

Topic: RE: AA Fantasy Rebrand
Username: BlueLine
Posted 2012-09-01 13:34:05 and read 22803 times.

I'm sure everyone who lives in Williamsburg, Bucktown, and Portland will now fly AA with this branding. That livery is one plain disinterested looking model in a sexually suggestive pose away from being an American Apparel ad.

Topic: RE: AA Fantasy Rebrand
Username: skycub
Posted 2012-09-01 13:45:04 and read 22738 times.

Nothing about is said "air travel" to me. It made me think of furniture.

And as far as looking at the entire brand package.... its still awful.

Topic: RE: AA Fantasy Rebrand
Username: ghifty
Posted 2012-09-01 13:51:21 and read 22693 times.

Very much a fantasy. Nice graphically but completely pointless.

Topic: RE: AA Fantasy Rebrand
Username: EA CO AS
Posted 2012-09-01 13:52:07 and read 22696 times.

Quoting skycub (Reply 17):
It made me think of furniture.

  

Topic: RE: AA Fantasy Rebrand
Username: AeroWesty
Posted 2012-09-01 13:57:01 and read 22632 times.

Quoting CapEd388 (Thread starter):
What do you guys think?

Oh dear god, no. First thing I thought of was Tower Air.

Topic: RE: AA Fantasy Rebrand
Username: futureualpilot
Posted 2012-09-01 14:07:22 and read 22556 times.

Too hipster, too bland for me. Pass.

Topic: RE: AA Fantasy Rebrand
Username: Airport
Posted 2012-09-01 14:10:37 and read 22515 times.

It's an interesting study for an airline brand and surely I think it would work for a niche Virgin America-esque airline, but it would be a miserable failure for AA. Nothing about it pays any respect to who AA is, what their history and heritage is. Nor is there anything "American" about this design -- it could be anybody, for any airline in any part of the world. Some might identify that as a positive, but ask British Airways how that went when they adopted a non-British-centric image in 1997.

Plus that livery is dreadful. It makes me of a shady third-world airline operating a few cheap used aircraft.

Quoting BlueLine (Reply 16):

I'm sure everyone who lives in Williamsburg, Bucktown, and Portland will now fly AA with this branding. That livery is one plain disinterested looking model in a sexually suggestive pose away from being an American Apparel ad.

Perfectly said. "Plain and disinterested" sums up what this brand study communicates to me.

Topic: RE: AA Fantasy Rebrand
Username: AA94
Posted 2012-09-01 14:15:05 and read 22498 times.

Quoting BlueLine (Reply 16):
That livery is one plain disinterested looking model in a sexually suggestive pose away from being an American Apparel ad.

  

Quoting futureualpilot (Reply 21):
Too hipster, too bland for me. Pass.

  

AA has a very recognizable identity, and if they can find some way to elegantly update the current scheme while retaining the core red and blue elements, I think it will be perfect. The world does not need another Eurowhite paint scheme.

On a slightly unrelated note, I think that the "Oneworld" scheme could use some revision as well. It's not awful, but its just very bland. I think that SkyTeam has the best alliance livery by far. It's elegant and polished-looking, but still eye-catching.

Topic: RE: AA Fantasy Rebrand
Username: VC10er
Posted 2012-09-01 14:15:59 and read 22489 times.

This is not a fantasy: I know that an agency was already awarded a branding assignment, I do not know the scope but AA is doing something. My source is very reliable.

Topic: RE: AA Fantasy Rebrand
Username: iFlyLOTs
Posted 2012-09-01 14:35:49 and read 22619 times.

Quoting VC10er (Reply 24):
This is not a fantasy: I know that an agency was already awarded a branding assignment, I do not know the scope but AA is doing something. My source is very reliable.

This is a fantasy. What the branding agency isn't a fantasy. But what this hipster did on the re-branding website is, and absolutely dreadful at that.

Topic: RE: AA Fantasy Rebrand
Username: infiniti329
Posted 2012-09-01 14:47:41 and read 22390 times.

Quoting kngkyle (Reply 13):

The first and second liveries are my favorite they would just would have to be in red,white and blue.

I personally think flying around the world with the word "American" on your fuselage and not incorporating red, white and blue would be greatly frowned upon.

Topic: RE: AA Fantasy Rebrand
Username: Mcoov
Posted 2012-09-01 14:55:20 and read 22543 times.

Maybe American can bring back the orange lighting.

Topic: RE: AA Fantasy Rebrand
Username: airproxx
Posted 2012-09-01 15:06:35 and read 22340 times.

Quoting Rwy04LGA (Reply 1):
A little plain, but classy. I do hope they keep the metal and not paint them.
Quoting CapEd388 (Reply 2):
I agree. I love the bare metal too, but I think it is inevitable that they are going to have to paint their aircraft in the future.
Quoting CapEd388 (Thread starter):
What do you guys think?

Honestly, this will always be the same old matter of personal taste, but I must say, I love everything but the aircraft livery.
I'm not against a simple, classy look, but as many people around, I'd love seeing AA keep their bare metal livery.
I don't believe it's necessary down for the "bare metal" look, I've seen a very good example on another thread some days ago. One of our folks posted a picture of a Mercedes Formula 1 showing a kind of "chrome" look. Although I know bare metal is quiet different from chrome, I'd love to see this solution applied to AA birds, instead of another boring and tasteless blank white livery.
The rest of the brand identity, is very good I think... I love it. Kinda refreshing... I love the woody look too.
It brings back the iconic American taste this airline has always have to me...

Topic: RE: AA Fantasy Rebrand
Username: T8KE0FF
Posted 2012-09-01 15:15:48 and read 22355 times.

Quoting futureualpilot (Reply 21):
Too hipster, too bland for me. Pass.

American doesn't really appeal to the hipsters of today with their current branding, the hipster market could be big money for them.  

On a serious note though, it'd look dreadful in 10, or even 5, years down the line.

Topic: RE: AA Fantasy Rebrand
Username: EA CO AS
Posted 2012-09-01 15:25:39 and read 22015 times.

Quoting T8KE0FF (Reply 29):
Quoting futureualpilot (Reply 21):
Too hipster, too bland for me. Pass.

American doesn't really appeal to the hipsters of today with their current branding, the hipster market could be big money for them.

This is just way too generic; I know that's what the creators were obviously going for, but they overdid it, and not in a good way. It's like "Airline Brand" Airlines.

Topic: RE: AA Fantasy Rebrand
Username: strangr
Posted 2012-09-01 15:41:54 and read 21749 times.

Quoting Rwy04LGA (Reply 1):
I do hope they keep the metal and not paint them.

the one thing they have to change post ch11 - if and when they come out they need to be a new lean mean company, while many want to stick with the metal, it needs to change and we all know why..

Topic: RE: AA Fantasy Rebrand
Username: Yflyer
Posted 2012-09-01 15:48:57 and read 21611 times.

You know what it reminds me of (the boarding pass in particular)? New York subway signage. Just replace the eagle inside the circle with a blue letter A and it looks like a sign directing you to the platform for the A train.

"This is your captain speaking -- stand clear of the closing doors."

Topic: RE: AA Fantasy Rebrand
Username: BlueJuice
Posted 2012-09-01 16:09:47 and read 21292 times.

Terrible IMHO. Like something you would see in a Design 101 class at the local community college for IKEAir.

Topic: RE: AA Fantasy Rebrand
Username: airproxx
Posted 2012-09-01 16:53:47 and read 20748 times.

Actually, the real fantasy here to me is AA getting back some 747-200 SUD !!!        

Topic: RE: AA Fantasy Rebrand
Username: usair330
Posted 2012-09-01 17:17:53 and read 20265 times.

Although fantasy. Nothing on there presents American Airlines or America. Thank God it's fantasy.

Topic: RE: AA Fantasy Rebrand
Username: SWALUV
Posted 2012-09-01 17:54:21 and read 19761 times.

Quoting kngkyle (Reply 13):
As far as fantasy liveries go, I found these to be the most well done:

http://www.cardatabase.net/modifieda...inerphotos/photos/big/00015113.jpg

http://www.cardatabase.net/modifieda...inerphotos/photos/big/00015094.jpg

Saw these a couple day's ago, have to say these are my favorite logo's by far! Anyway the website looks cool and the boarding passes and baggage tags look amazing but, livery WAY to bland, reminds me of UA star alliance. ( Not Hateing)

Topic: RE: AA Fantasy Rebrand
Username: FI642
Posted 2012-09-01 18:23:37 and read 19374 times.

It makes the new JAL livery look amazing. (Tongue in cheek)- totally unacceptable. NO NO NO!

Topic: RE: AA Fantasy Rebrand
Username: braniff722
Posted 2012-09-01 18:26:14 and read 19328 times.

I'm sorry, but this branding done by semi professionals lacks total creativity, design or beauty! In fact, I'd give any 10 year old with a MacBook better odds of coming up with something much better.

Air force gray/green C-17 have a more style than the artist conception.

These designers need to think outside the box a tad more!

Topic: RE: AA Fantasy Rebrand
Username: ghifty
Posted 2012-09-01 18:37:43 and read 19207 times.

It's not that bad, it's just not befitting for an airline.. let alone one that has decades of history (forgotten by this..). The whole design package would've looked a lot more appealing if they branded with "Oceanic Airlines" or something.

The GD's I know are very ego-tistical and always say, "I'll make a brand better," but fail to consider anything beyond the aesthetics..

Quoting iFlyLOTs (Reply 25):
But what this hipster did on the re-branding website is, and absolutely dreadful at that.

Hipster? That's what a lot of contemporary graphics look like. There's nothing hipster about mainstream. Do you consider Apple hipster?

Quoting iFlyLOTs (Reply 25):
This is a fantasy.

Yes.

Quoting VC10er (Reply 24):
This is not a fantasy: I know that an agency was already awarded a branding assignment, I do not know the scope but AA is doing something. My source is very reliable.

Nobody here is doubting that AA is clandestinely re-branding.. they are only doubting that what was in the OP is what AA's future branding will look like. No no-name designer is going to *this* multi-billion $ account. Period.

Topic: RE: AA Fantasy Rebrand
Username: iFlyLOTs
Posted 2012-09-01 19:13:42 and read 18818 times.

Quoting ghifty (Reply 39):
Hipster? That's what a lot of contemporary graphics look like. There's nothing hipster about mainstream. Do you consider Apple hipster?

I call the little things, the wood spot in the middle of everything hipster because I know no-one else that does that and its not mainstream at all.

And my "This is fantasy" statement was about the previous post that said that it wasn't fantasy.

Topic: RE: AA Fantasy Rebrand
Username: idlewildchild
Posted 2012-09-01 19:19:04 and read 18738 times.

The black accents are absolutely awful and would never be part of an AA theme. Red, White and Blue has to play central to brand, with blue or red the accent color. I found this cold and completely disconnected from AA.

Topic: RE: AA Fantasy Rebrand
Username: YYZAMS
Posted 2012-09-01 19:46:47 and read 18415 times.

it will go out and get old fast. Also stealing the perry ellis logo and putting aa in it isn't against some infringement?

Topic: RE: AA Fantasy Rebrand
Username: Mcoov
Posted 2012-09-01 19:50:20 and read 18363 times.

Quoting ghifty (Reply 39):
Do you consider Apple hipster?

Do I consider Apple hipster? No, but I consider those who use Apple more likely to be "hipsters," especially if they use exclusively Apple, or berate other hardware and software manufacturers.

So here's my take on the proposed redesign:
1.) I like the AAdvantage card, the boarding pass, the obverse of the luggage tag, and the website layout.
2.) Despite having said that, I despise the color scheme on everything. I don't know of many companies that have "wood paneling" as a company color. In addition, the blue is far too light. The other potential paint schemes that were posted here I dislike for that same reason: either the red or the blue was too bright, and there wasn't enough of the other color.
3.) What the hack is up with the all lowercase lettering? It may look "trendy," but it also looks...wrong, like the artist failed Kindergarten English. (Note: I see this in other places too. WTH?)
4.) The paint scheme shows no effort whatsoever. Many airlines have switched to Eurowhite, but they at least have good tail designs and some styling on the name on the side (e.g. DL, AF, JL).

Topic: RE: AA Fantasy Rebrand
Username: cosyr
Posted 2012-09-01 19:59:08 and read 18280 times.

I love the black and the wood, the circle around the eagle really works, but I HATE when companies use lower case for their names. What are we little kids? I think it is unprofessional, unfinished and an example of our incomplete sentences in a texting society.

Topic: RE: AA Fantasy Rebrand
Username: lasairlinerenth
Posted 2012-09-01 20:20:42 and read 18044 times.

Quoting BlueJuice (Reply 33):
"This is your captain speaking -- stand clear of the closing doors."

No, no, no. For those of us Americans who love the London Underground (but, perhaps, only because we don't live there and have to rely on it day in and day out), it's gotta be:

"This is your captain speaking -- mind the gap between the platform and the plane, please."

Topic: RE: AA Fantasy Rebrand
Username: RyDawg82
Posted 2012-09-01 20:26:43 and read 18032 times.

The overall idea is nice, but as stated, the paint job is a total failure.
This is the very first thing that popped in my head when I saw it:

View Large View Medium
Click here for bigger photo!

Photo © Triple Tree



Ryan

Topic: RE: AA Fantasy Rebrand
Username: Mcoov
Posted 2012-09-01 20:31:23 and read 17904 times.

But at least Iran Air has a nice tail design. This new one is just the stylized eagle in a black circle. No thought.

Topic: RE: AA Fantasy Rebrand
Username: TWA772LR
Posted 2012-09-01 20:45:05 and read 17873 times.

What AA/US should do is just rename the new AA Trans World Airlines!!     Thats my fantasy!

All seriousness though, I applaud the author on his/her efforts, but it's not my cup of tea. What I have in my head is the Aeroflot silver paint combined with the United 787 swoosh. Except the white part of the swoosh will be (the way I see it) the red, white, and blue stripe and SU silver on top and bottom.

Topic: RE: AA Fantasy Rebrand
Username: EA CO AS
Posted 2012-09-01 20:46:35 and read 17783 times.

Interesting how all the people in the design industry fanboys and industry folks are falling all over themselves applauding it in the comments section.

Topic: RE: AA Fantasy Rebrand
Username: HNL-Jack
Posted 2012-09-01 23:27:01 and read 16641 times.

No character or personality to this design at all. At least they recognized the importance of keeping the Eagle, but then caged it in a circle...terrible. As nearly everyone else has said, this is just bland, bland and bad.

Topic: RE: AA Fantasy Rebrand
Username: questions
Posted 2012-09-01 23:37:38 and read 16574 times.

Seems like your focus group had lots to say... and that's what focus groups are for.

Topic: RE: AA Fantasy Rebrand
Username: steex
Posted 2012-09-02 00:10:51 and read 16315 times.

Quoting ghifty (Reply 39):
Hipster? That's what a lot of contemporary graphics look like. There's nothing hipster about mainstream. Do you consider Apple hipster?

The fantasy rebrand has a pair of horn rimmed glasses right in the middle of it for absolutely no reason! How could that not be interpreted as hipster?

Overall, I agree with many other folks here - this took all identity and history of a long-standing airline and threw it away. There is a lot about the AA brand to keep and I don't think it makes sense to reinvent the color palette. I would point to Delta's rebranding - they may have changed shades, but they kept the widget and red/blue color focus.

Topic: RE: AA Fantasy Rebrand
Username: 777way
Posted 2012-09-02 01:23:09 and read 15927 times.

Metrojet livery would have been good for AA, be it with the flag logo and American written using US Airways fonts or even with current American title and logo.

View Large View Medium
Click here for bigger photo!

Photo © Howard Chaloner

Topic: RE: AA Fantasy Rebrand
Username: YankeesFan
Posted 2012-09-02 01:25:33 and read 15841 times.

Well the livery is OK. Whoever designed it could have added more.

Topic: RE: AA Fantasy Rebrand
Username: DarkSnowyNight
Posted 2012-09-02 02:06:56 and read 15620 times.

Quoting AA767400 (Reply 6):
It screams JAL's new plain livery.

And Finnair. I think it's good. The overall simplicity/minimalism is a good projection for a company like AA.

Quoting kngkyle (Reply 13):

I like those from a personal point of view. But I think they're a bit busy, (especially that last 777). They can pretty much all keep the tail logos (though some shrinkage would be in order to quiet it down some), but go with a white fuselage section & smaller, blacker titles. I think the font is just about great on the first two.

Quoting CapEd388 (Reply 15):

That is something that a lot of us forget, we just look at a livery and say "thats awful", I think we need to look at the entire brand package and all the applications to really make a good decision on whether we like the identity or not. After all, the livery on the aircraft is just part of the brand package.

Yup. What we're not seeing when we look at that 742 is what a great deal of them would look like at a terminal, with full signage and branding completed all over the place, years hence. And the truth is that yes, it very much does "mesh" with the overall theme being presented.

We may hate it because it's not pretty enough, but the truth is that what's presented all seems to match up nicely, and I wouldn't be surprised if that's what real AA wants. Not saying they'd go for this exact design, but I wouldn't be at all surprised or disappointed if they took a page from JAL's book here.

Quoting VC10er (Reply 24):

This is not a fantasy: I know that an agency was already awarded a branding assignment, I do not know the scope but AA is doing something. My source is very reliable.

Right. But will it look anything like this is the big question. I'd be ok with it if it did, though maybe if we could shrink and alter the font. A simple "American" would be great. Not a big fan of no-caps for brand names myself.

Quoting EA CO AS (Reply 30):
It's like "Airline Brand" Airlines.

Lol, reminds me of a bar we used to go to called Airways Airlines

Quoting ghifty (Reply 39):

Hipster? That's what a lot of contemporary graphics look like. There's nothing hipster about mainstream. Do you consider Apple hipster?

Does that word even mean anything? Sounds like a made up buzzword folks use for something they don't like. I ask because I've never heard anyone self-describe with that word...

Quoting ghifty (Reply 39):
No no-name designer is going to *this* multi-billion $ account. Period.

Well, I think the contract is probably only going to be worth a few million. I can't imagine AA spending billions on that. And no-name or otherwise, if it happens in BK, they're going to go with the best bid they can get, name or no.

Topic: RE: AA Fantasy Rebrand
Username: PHX787
Posted 2012-09-02 02:28:20 and read 15545 times.

Quoting kngkyle (Reply 13):
http://www.cardatabase.net/modifieda...3.jpg
Quoting kngkyle (Reply 13):
http://www.cardatabase.net/modifieda...3.jpg

I like these best  

Topic: RE: AA Fantasy Rebrand
Username: cmhflyguy
Posted 2012-09-02 03:39:56 and read 15087 times.

I too am a fan and have been a fan of Brand New pretty much since its beginning. When I saw this on Friday favorites I have to admit I thought "how awful." The livery is just horrid. I don't get the woodgrain circle no matter how often I look at it or re-read Armin... or the designers... thoughts. I did find it amusing that the first fantasy livery link posted by kngkyle used much of the same palette as the featured designer.

Topic: RE: AA Fantasy Rebrand
Username: aerokiwi
Posted 2012-09-02 04:49:14 and read 14656 times.

Quoting skycub (Reply 17):
It made me think of furniture.

Absolutely. I follow this design website too and the font would be ridiculed, let alone the lower case everything and "shove it in a circle" style.

This kind of minimalist, washed out colour approach usually lasts about 4-6 years before someone gets sick of it and just rejigs the whole thing. Same goes for the swooshy examples given above - guaranteed obsolescence in 5-4-3...

Of any airline in the world that does not need a new livery, it's AA. I just hope Boeing gives them a solution for the nacelles of the 787 - the white nacelle requirement is lame (yes I heard about the laminar flow etc etc but seriously, Boeing should come up with a solution with its many super brainy types).

Topic: RE: AA Fantasy Rebrand
Username: garpd
Posted 2012-09-02 04:52:05 and read 14684 times.

I like the apparel, the tickets, counters, etc. The livery however is far too "Finnair" for me.
Too bland, too emotionless, no life, no sense of identity. It looks like a wet lease with temporary decals.

While we're in the realm of fantasy, it's time for me to dig out my fantasy designs.
These are purely designed for visual aesthetics. Nothing more. Although, the red tail was an idea to make the tail instantly recognisable from any distance at any airport. I notice at few airports, that today's AA tail just merges into the back ground noise of busy airports.


Topic: RE: AA Fantasy Rebrand
Username: JetBlueGuy2006
Posted 2012-09-02 08:06:33 and read 12999 times.

Quoting kngkyle (Reply 13):
As far as fantasy liveries go, I found these to be the most well done:

http://www.cardatabase.net/modifieda...3.jpg

Love the first two. Sleek and yet very simplistic and eye catching

Quoting SWALUV (Reply 36):
Saw these a couple day's ago, have to say these are my favorite logo's by far! Anyway the website looks cool and the boarding passes and baggage tags look amazing but, livery WAY to bland, reminds me of UA
star alliance. ( Not Hateing)

I like the redesign of the website a bit better. As many others said, the livery is too simplistic

Quoting garpd (Reply 59):
Saw these a couple day's ago, have to say these are my favorite logo's by far! Anyway the website looks cool and the boarding passes and baggage tags look amazing but, livery WAY to bland, reminds me of UA star alliance. ( Not Hateing)

The second one is really cool , the red is a bit too bright for my personal taste. but you are right, it does stand out.

Topic: RE: AA Fantasy Rebrand
Username: Oshkosh1
Posted 2012-09-02 09:11:55 and read 12231 times.

Keep the metal.
Go with Red/White/Blue...you know...the "American" part.

Keep it simple and classy.

More paint=more money...and adds weight.

Topic: RE: AA Fantasy Rebrand
Username: garpd
Posted 2012-09-02 09:16:57 and read 12149 times.

Quoting Oshkosh1 (Reply 61):

That's all well and good, but very short sighted. AA will HAVE to use paint sooner or later.
The 787 and A350 do not have metal skins. Future all-new aircraft are unlikely to return to metal skins either.

RE Paint versus Metal: The polishing, varnish and extra maintenance nullifies the weight advantage of bare metal based livery. AA are only bare metal out of tradition at this point, not some hokey performance or weight advantage. Don't believe everything you read on A.net.

[Edited 2012-09-02 09:20:03]

Topic: RE: AA Fantasy Rebrand
Username: KaiTak747
Posted 2012-09-02 09:54:55 and read 11670 times.

Just out of interest, how long have AA had their current livery for? They must be going for the record of the longest ever unchanged airline livery.

Back to the OP, love the website, very simple and stylish. I agree that the hypothetical livery is very unimaginative - only two colours!

For the 787, I think they will have to go down the same route as they did with the A300 - grey paint.

Topic: RE: AA Fantasy Rebrand
Username: GARUDAROD
Posted 2012-09-02 10:02:05 and read 11587 times.

What nobody here fails to mention, the designer is from Cyprus and probably has no idea on the historical
value of the red, white, and blue for American. They simply created a redesign based on "Their" ideals.
Another thing to consider, new aircraft like the B787 must be painted white in certain areas to check for
delamination of the carbon fiber. Look at the Qatar and Air India birds and you will see what I mean.

Topic: RE: AA Fantasy Rebrand
Username: LostSound
Posted 2012-09-02 10:15:22 and read 11447 times.

This issue here is that graphic designers have this new love for white space. It creates a modern and seek look on many applications, and I agree with that. However, airline liveries are a challenge and this does NOT apply 100%. Because aircraft themselves are such unique shapes as opposed to, I don't know, an Annual Report booklet (   ) , the application of white space has to be done correctly or not at all.

With the AA livery concept from the top link, on paper it looks intriguing and modern, but I guarantee that livery would look very awkward and unappealing on the actual aircraft. Aircraft get dirty, each aircraft shape is different so the white space you planned for may not look equal on other fleet types, and you risk the danger of losing your design amongst a sea of more visually interesting liveries. That's not good for airline business.

The designer should try using more intriguing shapes and use more of the canvas in my opinion. Black and white has this elegant modern look to it, however I think they need an accent colour in there as well. Then maybe their white space design will have a more complete and eye drawing look.

That is just my opinion as graphic designer myself.

[Edited 2012-09-02 10:16:28]

Topic: RE: AA Fantasy Rebrand
Username: Mcoov
Posted 2012-09-02 10:44:42 and read 11062 times.

Quoting KaiTak747 (Reply 63):
Just out of interest, how long have AA had their current livery for?

Since 1969. That's 43 years.

There are other business that have had their logos unchanged even longer. My favorite is the now defunct Rock Island Railroad, who kept the same logo for 122 years.

Topic: RE: AA Fantasy Rebrand
Username: united319
Posted 2012-09-02 10:48:08 and read 11014 times.

Quoting KaiTak747 (Reply 63):
Just out of interest, how long have AA had their current livery for? They must be going for the record of the longest ever unchanged airline livery.

It was unveiled in 1967 and I beleive it started to phase in 1968. AA Buffs, correct me if I am wrong please.

Topic: RE: AA Fantasy Rebrand
Username: flybyguy
Posted 2012-09-02 11:47:30 and read 10423 times.

Quoting CapEd388 (Thread starter):
AA Fantasy Rebrand

http://www.behance.net/gallery/Exper...58225

I do like the new website concept. The aesthetic seems to fall in line with that of their new interiors, particularly their 777-300ER international product. The livery on the other hand completely dismisses the "American" part of the American Airlines brand. Any new livery has to incorporate the red, white and blue otherwise what's the point?

Topic: RE: AA Fantasy Rebrand
Username: CapEd388
Posted 2012-09-02 11:50:27 and read 10404 times.

As someone mentioned before, a lot of design people seemed to like and praise this fantasy re-brand while the majority of actual aviation people seem to really dislike this fantasy re-brand. I think this is a problem that is always present.

The designer might very well know a lot about graphic design and branding. She may know about fonts, color palettes, application etc., but I think she lacks knowledge about the company, about its history and the importance of the iconic red, white and blue color scheme. She might not understand AA's image and attitude, of being a "business like", "executive type" airline for which this new brand might not work.

Then again, this is her "fantasy" of how she would rebrand AA.

Topic: RE: AA Fantasy Rebrand
Username: klmflighter
Posted 2012-09-02 13:57:36 and read 10230 times.

Hi everyone, I have been working on this new livery for American Airlines for awhile, please check it out and give me your input, thank you. ULUdesign.

here's the link:

http://www.behance.net/gallery/American-Airlines-new-Livery/5017539


Topic: RE: AA Fantasy Rebrand
Username: 4engines4lnghll
Posted 2012-09-02 14:23:36 and read 10168 times.

I found this livery, and i love it! Very hipster and modern id defiantly know this was AA if i saw this plane from a distance!




http://www.cardatabase.net/modifieda...earch/photo_search.php?id=00015338

     

Topic: RE: AA Fantasy Rebrand
Username: 4engines4lnghll
Posted 2012-09-02 14:30:11 and read 10120 times.

Out of all the designs here id have to agree this is the best livery concept yet.

http://www.cardatabase.net/modifieda...inerphotos/photos/big/00014310.jpg

Topic: RE: AA Fantasy Rebrand
Username: CapEd388
Posted 2012-09-02 14:35:44 and read 10092 times.

Quoting 4engines4lnghll (Reply 72):

I like this livery. The only problem I have with it is the tail, the blue on blue doesnt really work. The blue "A" and the eagle might not be that visible with the blue background of the tail.

I say either make the "AA" eagle logo white or get rid of the "AA" and just leave the eagle logo kind of like klmflighter's (reply 70) design.

Topic: RE: AA Fantasy Rebrand
Username: ckfred
Posted 2012-09-02 14:38:49 and read 10075 times.

Here's my take, and I'm not a good enough artist or computer geek to design something visual.

Since the 787s must be painted, bite the bullet and go to a silver paint. I'm not sure if the silver mettalic paint the NW used on its last livery is the best choice, but it's a starting point in trying to find something that gives the aircraft the polished aluminum look.

Keep the striping, but change the shades a little. I've always thought that AA's red was a little too orange, and AA's blue was just a bit too violet. Try to find a truer shade of red, and a truer shade of navy blue.

Ditch the Helvitica font. It's a timeless font, but it's used a lot. I think a lot of airport signs around the world use Helvitica, so it gets a bit confusing between AA's signs and general airport signs.

Keep the eagle, but go back to the design from the lightning bolt scheme.

I'm open to the fuselage having "American Airlines", rather than just "American." I remember that DL scheme ahead of wavy gravy having "Delta Air Lines" or "Delta Express" on the fuselages, and I liked how it looked.

Finally, paint the Eagle aircraft in silver. United, Delta, and US Airways all paint commuter aircraft in the same scheme as mainline. If management wants to convey a new brand, both mainline and Eagle have to the same brand, including aircraft color.

Topic: RE: AA Fantasy Rebrand
Username: CIDFlyer
Posted 2012-09-02 15:49:06 and read 9955 times.

Quoting 4engines4lnghll (Reply 72):
Out of all the designs here id have to agree this is the best livery concept yet.http://www.cardatabase.net/modifieda...inerphotos/photos/big/00014310.jpg

I think I like this one the best...keeps the same basic's from the current livery and tweaks it a bit without losing too much of the brand identity. Painting the aircraft in Silver like NW used to do also would be the way to go.

Quoting ckfred (Reply 74):
Here's my take, and I'm not a good enough artist or computer geek to design something visual.Since the 787s must be painted, bite the bullet and go to a silver paint. Finally, paint the Eagle aircraft in silver. United, Delta, and US Airways all paint commuter aircraft in the same scheme as mainline. If management wants to convey a new brand, both mainline and Eagle have to the same brand, including aircraft color.

I definitley agree, paint the eagle aircraft the same as mainline. Gives more of a seamless operation like UA and DL do. Maybe make American stand out larger and put Eagle in a smaller font below, kinda like what Delta does.

Topic: RE: AA Fantasy Rebrand
Username: us330
Posted 2012-09-02 17:26:06 and read 9736 times.

If AA does get rebranded, it needs to be a simple, timeless, classic look--something that doesn't scream a particular era. None of the proposed rebrands listed in any of the links does anything like that.
What I would like to see is a possible return to the lightning cheatline, although with a modernized touch to it. The eagle has to say in some shape or form--and too many of the proposed rebrands are simply too busy.

Topic: RE: AA Fantasy Rebrand
Username: 4engines4lnghll
Posted 2012-09-02 20:10:53 and read 9532 times.

Quoting us330 (Reply 76):

I don't think AA wants a boring/bland livery like all the other airlines.

Topic: RE: AA Fantasy Rebrand
Username: AA94
Posted 2012-09-02 21:15:01 and read 9407 times.

Quoting 4engines4lnghll (Reply 77):
I don't think AA wants a boring/bland livery like all the other airlines.

No, they certainly don't. But I don't think that's what US330 is saying. A livery can be simple without being bland. Just look at their current color scheme. Very basic, but instantly recognizable.

Topic: RE: AA Fantasy Rebrand
Username: SANAV8R
Posted 2012-09-02 21:27:48 and read 9377 times.

The fantasy portfolio - the branding looks good...for a ready-to-assemble furniture company or a trendy hotel. Not an airline.
It's too earthy. The wood grain symbolizes to me land and staying close to home. It's an airline, it should symbolize flight and movement. Yet, the design people praise the concept branding and website, but airline websites are notoriously practical and cluttered. Too little is not enough. For example, Virgin America had a very simple site in its early days of flying and since changed.

Whatever happens, I feel that the eagle will stay. Many companies that redesigned or debuted their brand image in the same era which AA introduced their present eagle logo and sans serif font (late 60s/early 70s) - they tend to have unusual longevity and instant recognition. A lot survive (many of the Saul Bass logos are prime examples) with tweaks over the years, primarily in dimension aspect thanks to the introduction and improvement of computer aided graphic design programs.

Topic: RE: AA Fantasy Rebrand
Username: klmflighter
Posted 2012-09-02 22:42:54 and read 9278 times.

Here's another design with the famous stripe:



Topic: RE: AA Fantasy Rebrand
Username: rj777
Posted 2012-09-02 23:10:33 and read 9224 times.

I thought I read somewhere that they were going to roll out something new with their first B773.

Topic: RE: AA Fantasy Rebrand
Username: CapEd388
Posted 2012-09-02 23:13:35 and read 9218 times.

Quoting klmflighter (Reply 80):

I really like the first one, that would be a nice and subtle upgrade for AA. Great job!

Topic: RE: AA Fantasy Rebrand
Username: infinit
Posted 2012-09-03 01:37:28 and read 9047 times.

Its experimental and a radical change. I doubt AA would go that way although it might do well. If they do, it would be a very costly rebranding campaign, a lot would need to be spent on advertising too because they would need to communicate this new image well or it won't work.

Personally I don't like this, not for AA. I always saw AA as being a very American brand, think a whole lot of red, white and blue.

Rather than a whole new brand image, what if AA shrunk? Perhaps putting a lot of the shorter and poorer-yieldings flights to American Eagle and keeping the high-yielding routes on AA, making it a very premium brand?

I'd love to see AA offering a high quality premium product, like caviar and fine wines in First Class like many of the leading international airlines


The messages in this discussion express the views of the author of the message, not necessarily the views of Airliners.net or any entity associated with Airliners.net.

Copyright © Lundgren Aerospace. All rights reserved.
http://www.airliners.net/