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AA Fantasy Rebrand  
User currently offlineCapEd388 From United States of America, joined Feb 2011, 233 posts, RR: 0
Posted (2 years 3 months 2 weeks 6 days 1 hour ago) and read 23869 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


388 346 77W 787
83 replies: All unread, showing first 25:
 
User currently offlineRwy04LGA From United States of America, joined Jul 2005, 3176 posts, RR: 8
Reply 1, posted (2 years 3 months 2 weeks 6 days 1 hour ago) and read 23881 times:

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


Just accept that some days, you're the pigeon, and other days the statue
User currently offlineCapEd388 From United States of America, joined Feb 2011, 233 posts, RR: 0
Reply 2, posted (2 years 3 months 2 weeks 6 days 1 hour ago) and read 23804 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.



388 346 77W 787
User currently offlinePI4EVER From United States of America, joined May 2009, 706 posts, RR: 2
Reply 3, posted (2 years 3 months 2 weeks 6 days 1 hour ago) and read 23641 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.



watch what you want. you may get it.
User currently offlineEA CO AS From United States of America, joined Nov 2001, 13750 posts, RR: 61
Reply 4, posted (2 years 3 months 2 weeks 6 days ago) and read 23630 times:
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Quoting CapEd388 (Thread starter):
I know most of you will hate it

Sorry, but yes. Not a fan at all.



"In this present crisis, government is not the solution to our problem - government IS the problem." - Ronald Reagan
User currently offlineIndependence76 From United States of America, joined Jul 2007, 276 posts, RR: 0
Reply 5, posted (2 years 3 months 2 weeks 6 days ago) and read 23605 times:

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


The all-white livery was terrible, honestly.



"In general, pride is at the bottom of all great mistakes." - John Ruskin
User currently offlineAA767400 From United States of America, joined Jan 2001, 2401 posts, RR: 26
Reply 6, posted (2 years 3 months 2 weeks 6 days ago) and read 23581 times:

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


"The low fares airline."
User currently offlineAS739BSI From United States of America, joined Jan 2012, 136 posts, RR: 0
Reply 7, posted (2 years 3 months 2 weeks 6 days ago) and read 23580 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.

User currently offlinemigair54 From Spain, joined Jun 2007, 1907 posts, RR: 1
Reply 8, posted (2 years 3 months 2 weeks 6 days ago) and read 23474 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...


User currently offlineLifelinerOne From Netherlands, joined Nov 2003, 1938 posts, RR: 8
Reply 9, posted (2 years 3 months 2 weeks 6 days ago) and read 23458 times:

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

Cheers!   

p.s. thanks for the website! Nice.



Only Those Who Sleep Don't Make Mistakes
User currently offlineebj1248650 From United States of America, joined Jun 2005, 1932 posts, RR: 1
Reply 10, posted (2 years 3 months 2 weeks 6 days ago) and read 23306 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!


Dare to dream; dream big!
User currently offlineordjoe From United States of America, joined Aug 2010, 746 posts, RR: 0
Reply 11, posted (2 years 3 months 2 weeks 6 days ago) and read 23278 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.


User currently offlineskycub From , joined Dec 1969, posts, RR:
Reply 12, posted (2 years 3 months 2 weeks 6 days ago) and read 23250 times:

That was hideous. Absolutely hideous.

User currently offlinekngkyle From United States of America, joined Dec 2006, 414 posts, RR: 1
Reply 13, posted (2 years 3 months 2 weeks 5 days 23 hours ago) and read 23198 times:
AIRLINERS.NET CREW
FORUM MODERATOR

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


User currently offlineAA737-823 From United States of America, joined Mar 2000, 5947 posts, RR: 11
Reply 14, posted (2 years 3 months 2 weeks 5 days 23 hours ago) and read 23111 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.


User currently offlineCapEd388 From United States of America, joined Feb 2011, 233 posts, RR: 0
Reply 15, posted (2 years 3 months 2 weeks 5 days 23 hours ago) and read 23076 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.)



388 346 77W 787
User currently offlineBlueLine From United States of America, joined Jun 2012, 98 posts, RR: 0
Reply 16, posted (2 years 3 months 2 weeks 5 days 23 hours ago) and read 23038 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.

User currently offlineskycub From , joined Dec 1969, posts, RR:
Reply 17, posted (2 years 3 months 2 weeks 5 days 23 hours ago) and read 22973 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.


User currently offlineghifty From United States of America, joined Jul 2010, 891 posts, RR: 0
Reply 18, posted (2 years 3 months 2 weeks 5 days 23 hours ago) and read 22928 times:

Very much a fantasy. Nice graphically but completely pointless.


Fly Delta Jets
User currently offlineEA CO AS From United States of America, joined Nov 2001, 13750 posts, RR: 61
Reply 19, posted (2 years 3 months 2 weeks 5 days 23 hours ago) and read 22931 times:
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Quoting skycub (Reply 17):
It made me think of furniture.

  



"In this present crisis, government is not the solution to our problem - government IS the problem." - Ronald Reagan
User currently offlineAeroWesty From United States of America, joined Oct 2004, 20822 posts, RR: 62
Reply 20, posted (2 years 3 months 2 weeks 5 days 23 hours ago) and read 22867 times:

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

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



International Homo of Mystery
User currently offlinefutureualpilot From United States of America, joined May 2000, 2608 posts, RR: 8
Reply 21, posted (2 years 3 months 2 weeks 5 days 23 hours ago) and read 22791 times:

Too hipster, too bland for me. Pass.


Life is better when you surf.
User currently offlineAirport From , joined Dec 1969, posts, RR:
Reply 22, posted (2 years 3 months 2 weeks 5 days 23 hours ago) and read 22750 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.


User currently offlineAA94 From United States of America, joined Aug 2011, 605 posts, RR: 2
Reply 23, posted (2 years 3 months 2 weeks 5 days 22 hours ago) and read 22733 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.



Choose a challenge over competence / Eleanor Roosevelt
User currently offlineVC10er From United States of America, joined Feb 2007, 2984 posts, RR: 13
Reply 24, posted (2 years 3 months 2 weeks 5 days 22 hours ago) and read 22724 times:
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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.


The world is missing love, let's use our flights to spread it!
25 iFlyLOTs : 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
26 infiniti329 : 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
27 Mcoov : Maybe American can bring back the orange lighting.
28 airproxx : 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 sim
29 Post contains images T8KE0FF : 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 not
30 EA CO AS : 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 "Airlin
31 strangr : 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 me
32 Yflyer : 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
33 BlueJuice : Terrible IMHO. Like something you would see in a Design 101 class at the local community college for IKEAir.
34 Post contains images airproxx : Actually, the real fantasy here to me is AA getting back some 747-200 SUD !!!
35 usair330 : Although fantasy. Nothing on there presents American Airlines or America. Thank God it's fantasy.
36 SWALUV : 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
37 FI642 : It makes the new JAL livery look amazing. (Tongue in cheek)- totally unacceptable. NO NO NO!
38 braniff722 : 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 bet
39 ghifty : 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
40 iFlyLOTs : 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.
41 idlewildchild : 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
42 YYZAMS : it will go out and get old fast. Also stealing the perry ellis logo and putting aa in it isn't against some infringement?
43 Mcoov : 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
44 cosyr : 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
45 lasairlinerenth : 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 a
46 Post contains links and images RyDawg82 : 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 Lar
47 Mcoov : But at least Iran Air has a nice tail design. This new one is just the stylized eagle in a black circle. No thought.
48 Post contains images TWA772LR : 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 effort
49 EA CO AS : Interesting how all the people in the design industry fanboys and industry folks are falling all over themselves applauding it in the comments section
50 HNL-Jack : 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...terri
51 questions : Seems like your focus group had lots to say... and that's what focus groups are for.
52 steex : 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 hipste
53 Post contains links and images 777way : 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
54 YankeesFan : Well the livery is OK. Whoever designed it could have added more.
55 DarkSnowyNight : And Finnair. I think it's good. The overall simplicity/minimalism is a good projection for a company like AA. I like those from a personal point of v
56 Post contains images PHX787 : I like these best
57 cmhflyguy : 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 aw
58 aerokiwi : 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. T
59 Post contains images garpd : 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 ident
60 JetBlueGuy2006 : Love the first two. Sleek and yet very simplistic and eye catching I like the redesign of the website a bit better. As many others said, the livery i
61 Oshkosh1 : 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.
62 garpd : 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
63 KaiTak747 : 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. B
64 GARUDAROD : 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 Americ
65 Post contains images LostSound : 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
66 Mcoov : 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 Rai
67 united319 : It was unveiled in 1967 and I beleive it started to phase in 1968. AA Buffs, correct me if I am wrong please.
68 flybyguy : 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 p
69 CapEd388 : 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
70 Post contains links and images klmflighter : 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
71 Post contains links and images 4engines4lnghll : 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.
72 Post contains links 4engines4lnghll : 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/0001431
73 CapEd388 : 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 vi
74 ckfred : 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 t
75 CIDFlyer : 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.
76 us330 : 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 rebran
77 4engines4lnghll : I don't think AA wants a boring/bland livery like all the other airlines.
78 AA94 : 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
79 SANAV8R : 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 wo
80 Post contains images klmflighter : Here's another design with the famous stripe:
81 rj777 : I thought I read somewhere that they were going to roll out something new with their first B773.
82 CapEd388 : I really like the first one, that would be a nice and subtle upgrade for AA. Great job!
83 infinit : 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 campai
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