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AA Fantasy Rebrand  
User currently offlineCapEd388 From United States of America, joined Feb 2011, 233 posts, RR: 0
Posted (1 year 10 months 3 weeks 4 days 11 hours ago) and read 23411 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 (1 year 10 months 3 weeks 4 days 11 hours ago) and read 23423 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 (1 year 10 months 3 weeks 4 days 11 hours ago) and read 23346 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, 641 posts, RR: 2
Reply 3, posted (1 year 10 months 3 weeks 4 days 10 hours ago) and read 23183 times:
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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, 13508 posts, RR: 62
Reply 4, posted (1 year 10 months 3 weeks 4 days 10 hours ago) and read 23172 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 onlineIndependence76 From United States of America, joined Jul 2007, 238 posts, RR: 0
Reply 5, posted (1 year 10 months 3 weeks 4 days 10 hours ago) and read 23147 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, 2332 posts, RR: 26
Reply 6, posted (1 year 10 months 3 weeks 4 days 10 hours ago) and read 23123 times:

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


"The low fares airline."
User currently onlineAS739BSI From United States of America, joined Jan 2012, 132 posts, RR: 0
Reply 7, posted (1 year 10 months 3 weeks 4 days 10 hours ago) and read 23122 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, 1651 posts, RR: 0
Reply 8, posted (1 year 10 months 3 weeks 4 days 10 hours ago) and read 23016 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, 1916 posts, RR: 7
Reply 9, posted (1 year 10 months 3 weeks 4 days 10 hours ago) and read 23000 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 (1 year 10 months 3 weeks 4 days 9 hours ago) and read 22848 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, 691 posts, RR: 0
Reply 11, posted (1 year 10 months 3 weeks 4 days 9 hours ago) and read 22820 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 (1 year 10 months 3 weeks 4 days 9 hours ago) and read 22792 times:

That was hideous. Absolutely hideous.

User currently offlinekngkyle From United States of America, joined Dec 2006, 392 posts, RR: 1
Reply 13, posted (1 year 10 months 3 weeks 4 days 9 hours ago) and read 22740 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, 5722 posts, RR: 11
Reply 14, posted (1 year 10 months 3 weeks 4 days 9 hours ago) and read 22653 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 (1 year 10 months 3 weeks 4 days 9 hours ago) and read 22618 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, 90 posts, RR: 0
Reply 16, posted (1 year 10 months 3 weeks 4 days 9 hours ago) and read 22580 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 (1 year 10 months 3 weeks 4 days 9 hours ago) and read 22515 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, 890 posts, RR: 0
Reply 18, posted (1 year 10 months 3 weeks 4 days 9 hours ago) and read 22470 times:
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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, 13508 posts, RR: 62
Reply 19, posted (1 year 10 months 3 weeks 4 days 9 hours ago) and read 22473 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 onlineAeroWesty From United States of America, joined Oct 2004, 20361 posts, RR: 62
Reply 20, posted (1 year 10 months 3 weeks 4 days 8 hours ago) and read 22409 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, 2602 posts, RR: 8
Reply 21, posted (1 year 10 months 3 weeks 4 days 8 hours ago) and read 22333 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 (1 year 10 months 3 weeks 4 days 8 hours ago) and read 22292 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, 568 posts, RR: 2
Reply 23, posted (1 year 10 months 3 weeks 4 days 8 hours ago) and read 22275 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, 2862 posts, RR: 10
Reply 24, posted (1 year 10 months 3 weeks 4 days 8 hours ago) and read 22266 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!
User currently offlineiFlyLOTs From United States of America, joined Apr 2012, 450 posts, RR: 0
Reply 25, posted (1 year 10 months 3 weeks 4 days 8 hours ago) and read 22395 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.



"...stay hungry, stay foolish" -Steve Jobs
User currently offlineinfiniti329 From United States of America, joined Jul 2012, 617 posts, RR: 0
Reply 26, posted (1 year 10 months 3 weeks 4 days 8 hours ago) and read 22166 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.


User currently offlineMcoov From United States of America, joined Jul 2011, 128 posts, RR: 1
Reply 27, posted (1 year 10 months 3 weeks 4 days 7 hours ago) and read 22319 times:

Maybe American can bring back the orange lighting.

User currently offlineairproxx From France, joined Jun 2008, 624 posts, RR: 0
Reply 28, posted (1 year 10 months 3 weeks 4 days 7 hours ago) and read 22116 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...



If you can meet with triumph and disaster, and treat those two impostors just the same
User currently offlineT8KE0FF From United Kingdom, joined Apr 2009, 410 posts, RR: 1
Reply 29, posted (1 year 10 months 3 weeks 4 days 7 hours ago) and read 22131 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.



RJ85 E145 E195 A319 A320 A330 A340 A380 B737 B747 B757 B767 B777 B787 DH4
User currently offlineEA CO AS From United States of America, joined Nov 2001, 13508 posts, RR: 62
Reply 30, posted (1 year 10 months 3 weeks 4 days 7 hours ago) and read 21791 times:
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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.



"In this present crisis, government is not the solution to our problem - government IS the problem." - Ronald Reagan
User currently offlinestrangr From Australia, joined Apr 2012, 110 posts, RR: 0
Reply 31, posted (1 year 10 months 3 weeks 4 days 7 hours ago) and read 21525 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..


User currently offlineYflyer From United States of America, joined Feb 2007, 1003 posts, RR: 1
Reply 32, posted (1 year 10 months 3 weeks 4 days 7 hours ago) and read 21387 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."


User currently offlineBlueJuice From United States of America, joined Jun 2010, 242 posts, RR: 0
Reply 33, posted (1 year 10 months 3 weeks 4 days 6 hours ago) and read 21068 times:

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

User currently offlineairproxx From France, joined Jun 2008, 624 posts, RR: 0
Reply 34, posted (1 year 10 months 3 weeks 4 days 5 hours ago) and read 20524 times:

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


If you can meet with triumph and disaster, and treat those two impostors just the same
User currently offlineusair330 From United States of America, joined Mar 2002, 820 posts, RR: 1
Reply 35, posted (1 year 10 months 3 weeks 4 days 5 hours ago) and read 20041 times:

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

User currently offlineSWALUV From United States of America, joined Apr 2012, 110 posts, RR: 0
Reply 36, posted (1 year 10 months 3 weeks 4 days 4 hours ago) and read 19537 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)


User currently offlineFI642 From Monaco, joined Mar 2005, 1079 posts, RR: 2
Reply 37, posted (1 year 10 months 3 weeks 4 days 4 hours ago) and read 19150 times:

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


737MAX, Cool Planes for the Worlds Coolest Airline.
User currently offlinebraniff722 From United States of America, joined Nov 2008, 149 posts, RR: 1
Reply 38, posted (1 year 10 months 3 weeks 4 days 4 hours ago) and read 19104 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!



Living large in KSHV
User currently offlineghifty From United States of America, joined Jul 2010, 890 posts, RR: 0
Reply 39, posted (1 year 10 months 3 weeks 4 days 4 hours ago) and read 18983 times:
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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.



Fly Delta Jets
User currently offlineiFlyLOTs From United States of America, joined Apr 2012, 450 posts, RR: 0
Reply 40, posted (1 year 10 months 3 weeks 4 days 3 hours ago) and read 18594 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.



"...stay hungry, stay foolish" -Steve Jobs
User currently offlineidlewildchild From United States of America, joined Nov 2011, 166 posts, RR: 0
Reply 41, posted (1 year 10 months 3 weeks 4 days 3 hours ago) and read 18514 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.

User currently offlineYYZAMS From Canada, joined Feb 2011, 218 posts, RR: 0
Reply 42, posted (1 year 10 months 3 weeks 4 days 3 hours ago) and read 18191 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?

User currently offlineMcoov From United States of America, joined Jul 2011, 128 posts, RR: 1
Reply 43, posted (1 year 10 months 3 weeks 4 days 3 hours ago) and read 18139 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).


User currently offlinecosyr From United States of America, joined Jul 2012, 368 posts, RR: 0
Reply 44, posted (1 year 10 months 3 weeks 4 days 2 hours ago) and read 18056 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.

User currently offlinelasairlinerenth From United States of America, joined Apr 2012, 59 posts, RR: 0
Reply 45, posted (1 year 10 months 3 weeks 4 days 2 hours ago) and read 17820 times:
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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."


User currently offlineRyDawg82 From United States of America, joined Sep 2001, 858 posts, RR: 8
Reply 46, posted (1 year 10 months 3 weeks 4 days 2 hours ago) and read 17808 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



You can take the pup out of Alaska, but you can't take the Alaska out of the pup.
User currently offlineMcoov From United States of America, joined Jul 2011, 128 posts, RR: 1
Reply 47, posted (1 year 10 months 3 weeks 4 days 2 hours ago) and read 17680 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.

User currently offlineTWA772LR From United States of America, joined Nov 2011, 1725 posts, RR: 1
Reply 48, posted (1 year 10 months 3 weeks 4 days 2 hours ago) and read 17649 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.



Go coogs! \n//
User currently offlineEA CO AS From United States of America, joined Nov 2001, 13508 posts, RR: 62
Reply 49, posted (1 year 10 months 3 weeks 4 days 2 hours ago) and read 17559 times:
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Interesting how all the people in the design industry fanboys and industry folks are falling all over themselves applauding it in the comments section.


"In this present crisis, government is not the solution to our problem - government IS the problem." - Ronald Reagan
User currently offlineHNL-Jack From United States of America, joined Mar 2001, 817 posts, RR: 0
Reply 50, posted (1 year 10 months 3 weeks 3 days 23 hours ago) and read 16417 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.


Grew up in the business and continued the family tradition.
User currently offlinequestions From Australia, joined Sep 2011, 750 posts, RR: 1
Reply 51, posted (1 year 10 months 3 weeks 3 days 23 hours ago) and read 16350 times:

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

User currently offlinesteex From United States of America, joined Jun 2007, 1606 posts, RR: 9
Reply 52, posted (1 year 10 months 3 weeks 3 days 22 hours ago) and read 16091 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.


User currently offline777way From Pakistan, joined Dec 2005, 5716 posts, RR: 4
Reply 53, posted (1 year 10 months 3 weeks 3 days 21 hours ago) and read 15703 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



User currently offlineYankeesFan From United States of America, joined Aug 2012, 216 posts, RR: 0
Reply 54, posted (1 year 10 months 3 weeks 3 days 21 hours ago) and read 15617 times:

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


I hope you stand by your promises Obama. I will be really mad if you don't
User currently offlineDarkSnowyNight From United States of America, joined Jan 2012, 1343 posts, RR: 3
Reply 55, posted (1 year 10 months 3 weeks 3 days 20 hours ago) and read 15396 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.



Posting without Knowledge is simply Tolerated Vandalism... We are the Vandals.
User currently offlinePHX787 From Japan, joined Mar 2012, 7180 posts, RR: 17
Reply 56, posted (1 year 10 months 3 weeks 3 days 20 hours ago) and read 15321 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  



One of the FB admins for PHX Spotters. "Zach the Expat!"
User currently offlinecmhflyguy From United States of America, joined Dec 2007, 39 posts, RR: 0
Reply 57, posted (1 year 10 months 3 weeks 3 days 19 hours ago) and read 14863 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.

User currently offlineaerokiwi From New Zealand, joined Jul 2000, 2683 posts, RR: 4
Reply 58, posted (1 year 10 months 3 weeks 3 days 18 hours ago) and read 14432 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).


User currently offlinegarpd From UK - Scotland, joined Aug 2005, 2613 posts, RR: 4
Reply 59, posted (1 year 10 months 3 weeks 3 days 18 hours ago) and read 14460 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.





arpdesign.wordpress.com
User currently offlineJetBlueGuy2006 From United States of America, joined Jan 2006, 1648 posts, RR: 1
Reply 60, posted (1 year 10 months 3 weeks 3 days 14 hours ago) and read 12775 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.



Home Airport: Capital Region International Airport (KLAN)
User currently offlineOshkosh1 From United States of America, joined Nov 2009, 102 posts, RR: 0
Reply 61, posted (1 year 10 months 3 weeks 3 days 13 hours ago) and read 12007 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.



C-150/2, 172, 177, 182, 209, Beech King Air, Convair 580, Twin Otter, RJ, CRJ, ERJ B717,27,37,47,57,67,77. DC8,9,10. MD8
User currently offlinegarpd From UK - Scotland, joined Aug 2005, 2613 posts, RR: 4
Reply 62, posted (1 year 10 months 3 weeks 3 days 13 hours ago) and read 11925 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]


arpdesign.wordpress.com
User currently offlineKaiTak747 From Switzerland, joined Aug 2012, 157 posts, RR: 0
Reply 63, posted (1 year 10 months 3 weeks 3 days 12 hours ago) and read 11446 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.


User currently offlineGARUDAROD From United States of America, joined Apr 2000, 1514 posts, RR: 1
Reply 64, posted (1 year 10 months 3 weeks 3 days 12 hours ago) and read 11363 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.



Cargo doesn't whine, moan, or complain
User currently offlineLostSound From Canada, joined May 2012, 221 posts, RR: 0
Reply 65, posted (1 year 10 months 3 weeks 3 days 12 hours ago) and read 11223 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]


"Our hands are full, our lives are not"
User currently offlineMcoov From United States of America, joined Jul 2011, 128 posts, RR: 1
Reply 66, posted (1 year 10 months 3 weeks 3 days 12 hours ago) and read 10838 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.


User currently offlineunited319 From United States of America, joined Jul 2006, 522 posts, RR: 0
Reply 67, posted (1 year 10 months 3 weeks 3 days 12 hours ago) and read 10790 times:
Support Airliners.net - become a First Class Member!

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.



It's Time To Fly
User currently offlineflybyguy From United States of America, joined Jun 2004, 1801 posts, RR: 1
Reply 68, posted (1 year 10 months 3 weeks 3 days 11 hours ago) and read 10199 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?



"Are you a pretender... or a thoroughbred?!" - Professor Matt Miller
User currently offlineCapEd388 From United States of America, joined Feb 2011, 233 posts, RR: 0
Reply 69, posted (1 year 10 months 3 weeks 3 days 11 hours ago) and read 10180 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.



388 346 77W 787
User currently offlineklmflighter From United States of America, joined Jul 2009, 7 posts, RR: 0
Reply 70, posted (1 year 10 months 3 weeks 3 days 8 hours ago) and read 10006 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




User currently offline4engines4lnghll From United States of America, joined Aug 2010, 64 posts, RR: 0
Reply 71, posted (1 year 10 months 3 weeks 3 days 8 hours ago) and read 9944 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

     



4engines4lnghll
User currently offline4engines4lnghll From United States of America, joined Aug 2010, 64 posts, RR: 0
Reply 72, posted (1 year 10 months 3 weeks 3 days 8 hours ago) and read 9896 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



4engines4lnghll
User currently offlineCapEd388 From United States of America, joined Feb 2011, 233 posts, RR: 0
Reply 73, posted (1 year 10 months 3 weeks 3 days 8 hours ago) and read 9868 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.



388 346 77W 787
User currently offlineckfred From United States of America, joined Apr 2001, 5167 posts, RR: 1
Reply 74, posted (1 year 10 months 3 weeks 3 days 8 hours ago) and read 9851 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.


User currently offlineCIDFlyer From United States of America, joined Apr 2005, 2271 posts, RR: 3
Reply 75, posted (1 year 10 months 3 weeks 3 days 7 hours ago) and read 9731 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.


User currently offlineus330 From United States of America, joined Aug 2000, 3866 posts, RR: 14
Reply 76, posted (1 year 10 months 3 weeks 3 days 5 hours ago) and read 9512 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.


User currently offline4engines4lnghll From United States of America, joined Aug 2010, 64 posts, RR: 0
Reply 77, posted (1 year 10 months 3 weeks 3 days 2 hours ago) and read 9308 times:

Quoting us330 (Reply 76):

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



4engines4lnghll
User currently offlineAA94 From United States of America, joined Aug 2011, 568 posts, RR: 2
Reply 78, posted (1 year 10 months 3 weeks 3 days 1 hour ago) and read 9183 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.



Choose a challenge over competence / Eleanor Roosevelt
User currently offlineSANAV8R From United States of America, joined Mar 2009, 215 posts, RR: 0
Reply 79, posted (1 year 10 months 3 weeks 3 days 1 hour ago) and read 9153 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.


User currently offlineklmflighter From United States of America, joined Jul 2009, 7 posts, RR: 0
Reply 80, posted (1 year 10 months 3 weeks 3 days ago) and read 9054 times:

Here's another design with the famous stripe:





User currently offlinerj777 From United States of America, joined Dec 2000, 1783 posts, RR: 2
Reply 81, posted (1 year 10 months 3 weeks 2 days 23 hours ago) and read 9000 times:

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

User currently offlineCapEd388 From United States of America, joined Feb 2011, 233 posts, RR: 0
Reply 82, posted (1 year 10 months 3 weeks 2 days 23 hours ago) and read 8994 times:

Quoting klmflighter (Reply 80):

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



388 346 77W 787
User currently offlineinfinit From Singapore, joined Jul 2008, 539 posts, RR: 1
Reply 83, posted (1 year 10 months 3 weeks 2 days 21 hours ago) and read 8823 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


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