Since the previous thread was quite lengthy please continue the discussion here.

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Official: New AA Livery - Jan/17 - Part 3 (by LipeGIG Jan 17 2013 in Civil Aviation)

Enjoy the site!

Honestly like it or not the livery does just what AA wanted it to do. Stand out.

AA needs to look new, refreshed and completely different from their former selves. After all this is the "New" American Airlines. AA needs to forget their past, full of labor troubles, losses etc. and this livery is the perfect way to do it. But then again... Forgetting your past makes you doomed to repeat it....

Anyways IMO I like it. It's different, it's not very classy but I have to say that I can't wait to see swarms of these at airports, will be very interesting.

Ahh finally... the wait is over as I was so excited to see it!!! Hmmmm....uh.. uh...okay!

Wow... it takes me a while to understand what AA's new logo and livery looks like! It suits American Airlines colors and style but I cannot see how it suits to the airlines culture cos of tail. I understand it's what American Airlines want but their presentation looks okay.

1) I love that logo... very smart, creative and beautiful. It mixes with a star, A, eagle, tail, wings and red/white/blue cheatlines. Funny, it resembles old united airlines and greyhound logos but they arent 3D logo. It prefects to American Airlines and its airline culture. Font looks stylish, fresh and new. I like it too.

2) Look at the tail. It puzzles me.... It looks like it's difficult to make it cos it's shiny, cool and smart. The designers have been working so hard to create that metallic american flag. However, it doesnt match to AA's new logo and it's not a professional coporate identity. It doesn't seem right. That's my opinion.

It remindes me of Captain American's shield with lots of scratches.



Why? It has lots of white lines around the tail. For example: - When you scratches a car with a key, you could see white lines coming out of the paint. Therefore, That tail looks as if it has been scratched by the bad weather.

3) Grey color - Sorry, that color doesn't match to the aluminium color. Maybe try to make a little darker. Make it the same color as elephant color cos it's "huge". haha


4) Overall...aircraft - tail and livery don't match and don't make sense in coporate identity/graphic design. It's a big no no. It would be better to have a logo on the tail. It would look good.

Also, I still don't like Qantas new livery - with stylish kangaroo... haha

(Sorry I couldnt figure out how to reduce the photo size here as it's only a link).

[Edited 2013-01-18 14:55:43]

[Edited 2013-01-18 14:57:01]

As I just posted on my blog....

So, finally the wait is over, and I have to admit, I’m not really surprised, many guessed a very similar treatment to the all new American Airlines livery, and many got it quite close. Now whilst the logo had been received to much fanfare, and much hype. I can’t help but feel utterly disappointed with their answer to an iconic look.

American has sported the same stunning livery for some 50 years, so in my eyes, it was going to have to take something iconic and powerful to replace it, however, they have created a dated look from the get-go. Let’s dissect it in more detail.

Meet the new steely-blue American, Not much changes with the logotype at first glance, and really, there have only been subtle changes, changing from a deep blue, changing the occasional shape and spacing to the letters, and instead softening it and obviously ‘modernising’ it. I have nothing bad to say about that, infact, it is quite refreshing, however they have created an icon to replace the eagle. Now if you watch the video they are touting on their website, they show the history of the logo, each one with an easily identifiable eagle. Jump ahead to this logo, which they state contains the eagle, and you’ll have to look a couple of times to see it. In essence, it is just two coloured blocks interrupted by a curved ‘thing’. Yes, it’s very clever, and will sit amongst the easily identifiable logos on apples logo quiz apps for years to come, but it doesn’t say anything about the airline, or what it stands for. If anything it reminds me heavily of the Mexicana logo.

A few problems arise from this logo, which they haven’t come close to solving yet either. In duo-tone, such as etched onto a glass or piece of cutlery, or embroidered onto an apron or uniform, or in black and white printing, the logo becomes even harder to understand, and will just look like two random slanted rectangles. Nothing is clever about that. Expect to see the word American and the logo always together on any consumables, never just one and not the other.

But, the piece de resistance, and the thorn in my side, has to be the tailfin. Whilst it is the most obvious tailfin ever, in my opinion, it stands out like a sore thumb from the rest of the branding. The typeface, logo and even website makes the airline look like the ‘apple’ of airlines. However, this tailfin, makes it look like a charter airline for an American cruiseliner. They state that they want their look to reflect the ‘modern travel experience’ which they are putting on board, and this tailfin has to be a huge step backwards for them. In fact, it’s similar in concept to North American Airlines. My big pet peeve, is they had to make it more complicated than it had to be with several different stripes of blue being used. (An obvious nod to the idea of the stars of the american flag blurred by the speed it travels through the air)

I’m disappointed, as American, with all the management and brand power they have, have opted for a mismatched and in my opinion misaligned brand. American planes were iconic, classic and really gave a feeling of the heyday of glamorous travel. This new brand just sits them amongst the masses. Nothing stands out here, nothing is unique, or original. If this is the ‘future of travel’ then maybe I just need to buy a motorhome. I give the tail-fin a few years, before you will see the iconic and irreplaceable eagle, in some form, in all its glory once again.

Quoting jonathanxxxx (Reply 1): Honestly like it or not the livery does just what AA wanted it to do. Stand out.

There's a difference between standing out because you're wearing a perfectly tailored Armani suit and standing out because you're one of the "people of wal-mart" who's suddenly in a crowd or normal people. This new livery isn't bad on that scale, but it isn't good either.

A classic, iconic scheme is gone, replaced by something that honestly looks like the charter airplane for the Harlem Globetrotters. That's fine, it may suit some people but it doesn't suit me, and if the airline likes it, so be it. I doubt it, but maybe it will grow on me.

What irks me beyond the loss of a great scheme of the past is the resources that went into this - the time, money, and effort that could have been better spent on getting the airline back into fighting shape, and they were resources that will be straight down the drain in five years when this very faddish livery is replaced by something else - because for sure this is not a scheme that's going to last another 45 years.

Let me be clear - I like AA, I want AA to succeed. But this was not money well spent.

[Edited 2013-01-18 15:05:50]

Quoting jonathanxxxx (Reply 1): AA needs to look new, refreshed and completely different from their former selves

unfortunately, nothing used in the branding and livery looks new, but adapted from previous logos and liveries (as mentioned, Greyhound, Family Airlines, Cubana, Air France, North American Airlines, Colgan air).

About the logo:
1) I like the new logo, but if you ask strangers on the street to identify the company based on the logo they might say: "greyhound"?...then you say: "no, is American Airlines....do you see the Eagle? do you see the "A"? do you see the "star?" ... they will say: "what A? What eagle? what star?"

2) Show then the old logo with the AA and eagle, and there is nothing to explain. It is uniquely American and easily identifiable. Why move away from that icon. They just need to modernize it in a way that is identifiable and doesnt need explanations or that it looks like some other company's logo.

About the tail:
as I mentioned, that "theme" is not used elsewhere in the branding on the livery or branding anywhere else. It simply says "here comes the "loud" "arrogant" "Ugly-American"... (a term sometimes used abroad to identify some american tourists). If that is the image AA wants to portrait abroad to bring additional revenue and reinvent itself, then, good luck!

I think they need a more classy-clever-modern livery that is more inviting and pleasing to the eyes.

Quoting FlyboyOz (Reply 2): 1) I love that logo... very smart, creative and beautiful. It mixes with a star, A, eagle, tail, wings and red/white/blue cheatlines. Funny, it resembles old united airlines and greyhound logos but they arent 3D logo. It prefects to American Airlines and its airline culture. Font looks stylish, fresh and new. I like it too.

Everyone keeps bringing up a star and I'm just not seeing it. Someone wanna help me out?

Its a paint job on an airplane.. Anyone buying/not buying a ticket because of this reason needs their head examined. I find it amusing at the obsession with a paint scheme. I would imagine a very small percentage of the flying public could acutally tell you the paint job on the last plane they flew.. And if they can, I would imagine none of them bought a ticket because of it.. Please, don't lose any sleep over this tonight!

AA ORD

I don't understand why they used stripes in the blue area of the tail. Why no stars? That would look so good. But the chosen scheme just looks cheap. The stripes just look wrong in the blue area...

With that corrected the overall paint-scheme looks good. It just has to grow on us. I just wish they would use a bolder font for the American title, more billboard style, like the late PanAm...

Quoting DocLightning (Reply 6): Everyone keeps bringing up a star and I'm just not seeing it.

I don't see it either, but supposedly it's in the negative space if you use the eagle's beak as a reference for one point in the star, then draw the rest of the lines in yourself.

I think it will take a while to get used to the tail. Overall I think it looks fantastic. Hopefully this gives the boost AA so desperately needed.

Overall I like it. I would have loved it if they had done AA on the tail with the new logo or just the logo itself. Its going to take me a while to get used to that tail! Its a bit busy to look at for sure. But the website and the new upcoming airport branding look great IMHO.

I personally love the fact that in this new design the American Flag totally covers the back end of the plane. The last thing I want as an American flying in an American Airline is to hide any fact that I'm not proud of my country and my flag. It makes me very happy that they aren't shying away from patriotism.

Even if there wasn't a single precedent of any airline, anywhere putting their country's flag on the tail of their planes, then really, who cares? Get real. I prefer trailblazers and following through in what you believe in. Congratulations American for flying the flag all over the world and not going all politically correct to please an elitist mentality. For that you get all the credit for a great new livery.

Quoting Continental (Reply 10): Hopefully this gives the boost AA so desperately needed.

  
I think it makes them look unique and new. I hope the whole re-branding effort helps them turn the page.

Quoting goldenargosy (Reply 12): Congratulations American for flying the flag all over the world and not going all politically correct to please an elitist mentality.

Not sure what you mean by this (elitist mentality) but I agree with you that this is a great livery and proudly American, which is appropriate for American airlines, especially American Airlines.

Bloomberg has a Q&A with original American Airlines designer Massimo Vignelli on the new look:

"But the American flag has 13 stripes, right? Not 11. Did American add only 11 stripes because they are in Chapter 11?"
http://www.businessweek.com/articles...mo-vignelli-on-the-redesigned-logo

It feels contemporary and really rejuvenates the brand through the materials, which was sorely needed so from that aspect I like the rebranding that has been done. Sure the font and design will likely feel dated in the not too distant future, but that's why most brands refresh themselves more often than every four and half decades. That part of it is fine. It seems the problems all arise from two areas: logo and livery.

The logo is an interesting mark that as shown will translate well in many applications, I just wish they'd quit trying to tell me it represents the eagle. If you're going to ditch the eagle then ditch the eagle. That silver gouge in the middle of the logo may be shaped like a beak, but that logo is not an eagle. I have no problem with a company deciding to go a totally different direction, and by itself I think the logo looks just fine, recognizable and inoffensive, but to claim that this logo is an evolution of the brand is a farce.

The livery just feels so off that it took me about 36 hours to start looking at it objectively. Kudos for keeping the silver look even if it is paint, as the polished silver made their aircraft easily identified by even infrequent flyers. Great brand recognition that shouldn't be thrown away. That's about the only thing I like about it.

As many others have said, the tail is jarring. It feels completely disjointed not just from the rest of the airplane, but from the rest of the branding entirely. There's nothing else remotely like anywhere else in the new AA's branding. I showed a photo of the new scheme to a non-aviation geek friend and the first thing they said was "holy crap" followed by "What next? Are they going to paint 'F*** Yeah!' down the side of the plane?" (Team America reference for those that don't get it). I think that just sums up the tail for me. It's over the top. It's too much. I actually like the choice to use the gradients as a flat application would have felt stale while the gradients give a feeling of movement.

The wordmark and logo as applied to the livery are curious, as I don't think I've ever thought billboard titles were understated until this application. The gray on silver 'American' script doesn't have enough contrast to stand out in the middle of the window line. A second issue is that the silver 'beak' of the logo disappears into the silver of the fuselage, leaving a half red half blue hash at the front of the aircraft.

While much of the rebranding was nicely done, I think the logo and livery cause the overall project to just miss the mark.

Time to move on. Some of us love the new branding, most of us hate it. But AA management have made their choice and they are not going to tear it up and start again from scratch, so no point moaning. They could, however, change some of it. Plenty of airlines have refreshed their identities without going back to the drawing board - BA, AF, QF, KL, etc, etc. Mostly they waited years, but AA could make changes much sooner. So what do we think they should do, by way of incremental improvements? The new logo has to stay - like it or not, too embarrassing to change that. Though the mix of red and blue could be reviewed. All red? All blue? The name could be reduced from billboard to something smaller, more self confident - billboard makes sense when you are portraying yourself as the underdog (VS) but that is surely not AA's strategy. But what has to go is the tail. Different shades of red, different shades of blue, everything split both vertically and horizontally, nothing lining up, much too confused. How could they improve the tail? what alternative design for the tail could they adopt that would be in sympathy with the basic approach, but more stylish, less hyper-active?

Is it just me or does anyone think that the reason why they ditched the iconic eagle for a stylised flag with no stars on the tail is to match with US? I mean surely there is a reason why the Eagle is not used anymore. They also haven't used that new 'seagull' logo which is now painted on the front of a plane.

Quoting goldenargosy (Reply 12): It makes me very happy that they aren't shying away from patriotism.

And it's the one thing I'm actually a bit turned off by. Different strokes...

But AA is certainly not the first to do that. JAL had a rising sun on their tails, BA has a Union Jack, Aeroflot has the Russian flag.

The one difference is that these airlines either are or were at one time the official flag carriers of their country, whereas AA is just a private entity that happened to take the name "American". I feel like they don't really have the right to appropriate and commercialize the flag, which belongs to all Americans, for their brand. (I felt the same about US, but they didn't actually incorporate the colors and the flag was smaller, so somehow it felt a bit less "off".)

Then again, in terms of pure design/color/arrangement, I like the new livery.

[Edited 2013-01-18 18:22:19]

The tail "emulates" the American flag but doesn't copy it. Official flag etiquette forbids using the Flag as a marketing logo. Not that it hasn't been done by others....

From USFlag.org:
The flag should not be used as a drapery, or for covering a speakers desk, draping a platform, or for any decoration in general. **** Bunting of blue, white and red stripes is available for these purposes. The blue stripe of the bunting should be on the top. ***
The flag should never be used for any advertising purpose. It should not be embroidered, printed or otherwise impressed on such articles as cushions, handkerchiefs, napkins, boxes, or anything intended to be discarded after temporary use. Advertising signs should not be attached to the staff or halyard
The flag should not be used as part of a costume or athletic uniform, except that a flag patch may be used on the uniform of military personnel, fireman, policeman and members of patriotic organizations.

Quoting QANTASvJet (Reply 17): Time to move on. Some of us love the new branding, most of us hate it.

To the contrary, if the FT blog has any creditability, those who actually voted for liking AA's new branding are in the majority.

More than 50% indicated they liked or are leaning towards liking it. 9% are neutral and the remainder dislike or are leaning towards disliking it.

Considering this is a change to something that has been in place for 45+ years, and further considering that many are resistant to any change, I believe this shows a remarkable vote of confidence for AA's new product!

But you are right. They are not going to change it and its time to move on.

Quoting B377 (Reply 21): To the contrary, if the FT blog has any creditability, those who actually voted for liking AA's new branding are in the majority.

The impression I get is the branding is a homerun. It's the tail people hate.

I personally couldn't care less about the tail either way - it's very different, very dominating, a little awkward, which is why people hate it - but I agree the new branding is top notch.

Quoting flyfree727 (Reply 7): Its a paint job on an airplane.. Anyone buying/not buying a ticket because of this reason needs their head examined. I find it amusing at the obsession with a paint scheme. I would imagine a very small percentage of the flying public could acutally tell you the paint job on the last plane they flew.. And if they can, I would imagine none of them bought a ticket because of it.. Please, don't lose any sleep over this tonight!

What a very good point. Sometimes we as humans love to overcomplicate. Whats on the inside of the airplane is far more important then whats on the outside...

Looks like a SCREAMING REDNECK.

This livery underscores all the bad perceptions of Americans abroad. So much for a global brand.

_________________________
aaexecplat said:

"Allow me to qualify my post by saying that I am a C-level marketing executive in a field outside of the airline industry. I do have plenty of experience with branding and design, and corporate communications, as well as corporate strategy.

My impressions as of right now are that the designers of the new branding did a very nice job updating the design and creating the flight symbol. They did mostly an admirable job implementing the brand in the livery.

They did make one HUGE strategic error though, IMO, and AA management and the board must have gone along with it.

Namely the tail design.

The problem with the tail design (forget that many seem to find it ugly) is that it is too literal an adaption of the US Flag / Star Spangled Banner (SSB). While that may play well here at home in the US, it is worth noting that in most of the rest of the developed world, such a brazen display of patriotism is considered crass. It is also worth noting that the US has a less than favorable image in large swaths of the underdeveloped world, and by hitching its proverbial wagon to the SSB, AA will be subject to the fluctuations in the image of the US to a greater degree than its competitors UA and DL.

I am not coming at this purely from a "cultural sensitivity" point of view, but from a revenue POV. AA management, the board, and the agency should have created a brand and livery that allows AA to generate the most revenue possible. While I think they may have succeeded with the brand, I don't think they did with the livery.

Imagine AA flying into the middle east with the new tail design. I believe there may very well be a tangible revenue impact as a result of this livery in that region and others.

None of the other flag carriers I am aware of sport the national flag of their home country as prominently as AA. Certainly not BA or even AF. And those are countries who have a less controversial standing in the world than the US.

Also, the new livery will make it more likely to be targeted for future terrorism attempts IMO.

All in all, it would have served AA better to create a less literal adaptation of the US flag on the tail for the strategic purpose of greater revenue potential. The fact that AA management, board, and agency missed something as basic as this is disconcerting."

_________________________

Agree.

Quoting questions (Reply 25): None of the other flag carriers I am aware of sport the national flag of their home country as prominently as AA. Certainly not BA or even AF. And those are countries who have a less controversial standing in the world than the US. Also, the new livery will make it more likely to be targeted for future terrorism attempts IMO.

Hmm interesting thoughts. I personally don't hold Americans to a different standard in their expression of patriotism than any other similarly large nation. Even in other parts of the world carriers proudly use a version of their flags on their tails (South African, Emirates and Air India to a degree) and I'm not offended by them in any way. Emirates is as bold and with their gold font as in your face "I've got money" as they can be.. Yet, I don' find it crass necessarily if it's done well. Although this may not be the perfect livery by any means (who's is today anyway?) it's still good. American designers have many home grown dynamic symbols to pull from and I'd say let them put it out there. If some regions of the world don't like it I suspect they wouldn't like it even if AA used the grey/cream tailed 77W version as their livery either. They'd hate anything coming from America so you might as well be bold and American as you can and that is what AA's name is all about. It's the 95% of the rest of the world that's going to generate the revenue for them anyhow.

[Edited 2013-01-18 20:05:15]

[Edited 2013-01-18 20:11:48]

Quoting caribb (Reply 26):

Comments like yours really make me wish that a.net had "Like" buttons.

Very well said.         

Quoting questions (Reply 24): Looks like a SCREAMING REDNECK. This livery underscores all the bad perceptions of Americans abroad. So much for a global brand.

I would disagree with this.
Most people overseas surprisingly still see the US as a beacon of the world with it's proud history, culture and colors.
It is unfortunate that many of our fellow countrymen have some undesirable streaks of ignorance.
But I don't think at all, that this livery drums up images of that "ugly American."
On the contrary I would say.

It really, really saddens me to read all these U.S.A. apologists on here. Decrying that the use of the American flag on a plane will offend people around the world. If that truly disturbs your globally sophisticated sensibilities, I suggest you take another look at the name of the airline. LOL, I don't think an airline with a name like American can hide the fact that it's AMERICAN. I guess over the past 8 decades it has somehow managed to attract a few flyers who weren't offended by an American brand.

I've always loved the the expression "America. Love it or leave it".

Hey guys just a question, where is N717AN currently, and where are the photos on the DB of it? The search isn't working too well.

Quoting goldenargosy (Reply 29): It really, really saddens me to read all these U.S.A. apologists on here. Decrying that the use of the American flag on a plane will offend people around the world.

But as aaexecplat said, it will impact revenue. AA is fundamentally a company meant to generate revenue. AA is not a national monument. I agree with the statement that such a brazen degree of patriotism is unwelcoming to passengers who are not American. And we want non-Americans to fly our airlines because it makes us money.

In the service industry, the aim should be to avoid offense, rather than to delight.

I hope that they will pull a BA and keep their brand, but rethink the tail. But while BA needed it to be a bit less worldly and a bit more British, AA erred the other way and needs to make it just a bit less loudly American and just a touch more worldly. If it's a decal, it should be pretty quick, right?

Quoting mah4546 (Reply 22): The impression I get is the branding is a homerun. It's the tail people hate.

Just to add my view, I agree with this, the tail is horrendous, looks like a third grade branding attempt and you all need a Maggie Thatcher to get it changed (although I actually disagreed with her, the BA world tail designs were largely fantastic IMO).

The problem with the tail, aesthetics aside, is it totally abandons the company identity. And because of this I think it's a bad move.

Didn't JAL make a similar decision? - they got ride of the crane, introduced the 'modern' arc of sun logo, and finally had to bring back the crane. I think it was a smart decision to reintroduce the crane. Aesthetically the crane might be considered as outdated according to today's trends, and you don't expect it from a start-up airline, but it's such an iconic logo that everyone grew up with - not only among Japanese, but it's a logo recognized worldwide.

For an airline with such remarkable history, AA shouldn't be only after chasing trends (... and I don't see how this tail is considered trendy. This could've been trendy and funky in the 90s...) Besides, we've seen so many brilliant potential designs here on A.net and it's proof that AA could've modernized their AA logo and eagle without having to get rid of it altogether.

But afterall the crane is now back flying again on JAL tails. We can only hope.

Quoting DocLightning (Reply 31): But as aaexecplat said, it will impact revenue. AA is fundamentally a company meant to generate revenue. AA is not a national monument. I agree with the statement that such a brazen degree of patriotism is unwelcoming to passengers who are not American. And we want non-Americans to fly our airlines because it makes us money. In the service industry, the aim should be to avoid offense, rather than to delight. I hope that they will pull a BA and keep their brand, but rethink the tail. But while BA needed it to be a bit less worldly and a bit more British, AA erred the other way and needs to make it just a bit less loudly American and just a touch more worldly. If it's a decal, it should be pretty quick, right?

Very well said, my lovely Doc.

AA has never been the national flag carrier for the US. This in your face attempt is rather crass. Why do so many Canadians have their national flag on their backpacks. Ahem.

Whether you like the Greyhound/US Postal Service logo or not, it certainly would be better on the tail than the chosen stylized US flag. Better yet, dump the tail design and the new logo... keep the new paint scheme... and place the previous AA logo on the tail with a red, white and blue horizontal underscore. Tah dah mate!

Quoting mdavies06 (Reply 18): Is it just me or does anyone think that the reason why they ditched the iconic eagle for a stylised flag with no stars on the tail is to match with US?

No, it's just you and one or two others. No conspiracy theories here. US had absolutely no involvement with the branding, nor was it created with a merger in mind.

Rgds

Quoting DocLightning (Reply 31): But as aaexecplat said, it will impact revenue. AA is fundamentally a company meant to generate revenue.

1) You don't know that it's going to impact revenue.

Quoting DocLightning (Reply 31): I agree with the statement that such a brazen degree of patriotism is unwelcoming to passengers who are not American. And we want non-Americans to fly our airlines because it makes us money.

2) I seriously doubt someone who would apparently be so perturbed and off-put by the American flag enough to not fly a specific airline would ever be considering flying an airline named American Airlines in the first place.

3) I really can't see how AA's previously livery was that much less brazen in it's branding in showing that it was American: Flashy planes with bold red, white and blue colors and the American eagle symbol, it was way more American looking and flamboyant with respect to it's national origin than any of it's other US-based competitors.

Quoting questions (Reply 24): Looks like a SCREAMING REDNECK. This livery underscores all the bad perceptions of Americans abroad. So much for a global brand.

Yes yes, we all know you hate the livery and think it looks "too American" and redneck in the 15+ comments you've posted repeating the same sentiment. Anything new to add to the discussion?

I think many are going to be pleasantly surprised when they see this livery in the metal rather than on a flat photograph.

I think it's genius, and I'll say again:

My first rection was "wooooah, that's radical."

I must admit, my initial dislike was more to do with the fact I was used to the old livery; it was an AA comfort blanket; solid and reliable, but ever so dull.

Now I've seen more renderings, especially the 77W in a turn, I think it's absolute genius.

I showed just the tail to some colleagues, and every single response was "American."
Now, to be fair, they were meaning American in the generic way and didn't immediately say "American Airlines," but surely that means the livery works if it's recognisable as American?

This livery will be recognised everywhere worldwide as American, and if that is so, then surely it's achieved its purpose ?

The fact that so many American contributors to this forum regard it as "trashy" maybe reflects a dichotomy between Americans' view of what should be seen as American and what non-American folk regard as typically American...

I'll declare my hand as a fan of this new livery. Can't wait to see a row of tails.

Give it a month and we'll have a repeat of the Delta livery change when people started to warm to it as it was rolled out across the network.   

Rgds

I've been reading comments both for and against the new livery. I find the branding clean, modern, and esthetically pleasing... but that tail? American did a much better interpretation with the red, white, and blue cheatline, than this explosion of stripes on the tail. The various gradients of red and blue do look cool..very cool, but WAY too busy.

My only complaint with the "suggestion" of the eagle head in the logo, would be to tweak the blue stripe to show a more literal eyebrow...

I need to send this to AA... the eagle now has its eyebrow back!

Quoting DocLightning (Reply 31): If it's a decal, it should be pretty quick, right?

Looks painted on to me:

http://www.youtube.com/watch?feature...yer_detailpage&v=J-KD0PdI1Ek#t=46s

I've finally remembered what the new AA tail reminds me of. 99 bucks each way coast-to-coast:


View Large View Medium

Photo © Bob Garrard

I'll join what seems like 99% of people here and say I'm a fan of the logo but think the tail doesn't fit.

Some of you may have seen the ideas I was playing around with in the speculative threads a month or two ago; here's my take on a cleaner look that incorporates the logo into the tail:

Hmmmm . . . . jury's out on this one, as far as I'm concerned. I held-off on commenting the other day to avoid a knee-jerk reaction. I don't dislike it yet, but don't love it either . . . yet. A less obscure eagle would've been nice: it does look like a logo straight out of 1970s I suppose, so Superfly at least should like it.

Unfortunately the quirky shape of the 737 is not the best aircraft to showcase a new livery, so it may have got a more positive reaction had a 777 been painted first (the tail looks wonderfully dramatic in that pic in thread 2) . Put me in the "undecided" camp for the moment.

I like it.

Fresh and modern.

Just what AA needs !

The old livery was indeed classic but it was getting a bit long in the tooth and let's face it..... representative of some not so good times. (to say the least)

Quoting ZSOFN (Reply 40):

Tail is too simplistic. The logo is not centered. There's too much blue and too little red. Doesn't work at all. Sorry.

I absolutely loved the previous AA scheme and logo! It will be well remembered by its fans and the flying public, but for crying out loud, it's 45 years in service! It was time to change, update, modernize. I think it's a job well done! After the facilities, clubs, website, aircraft, and everything else is starting to take form, I think people will love it! Can't wait to see it on the MD80!

Quoting ZSOFN (Reply 40): here's my take on a cleaner look that incorporates the logo into the tail:

Tail is the right level of simplicity. The logo is placed perfectly. There's just the right amount of blue and red. Completely works and AA should adopt it. Congratulations!

Quoting DocLightning (Reply 6): Everyone keeps bringing up a star and I'm just not seeing it. Someone wanna help me out?

Quoting AeroWesty (Reply 9): I don't see it either, but supposedly it's in the negative space if you use the eagle's beak as a reference for one point in the star, then draw the rest of the lines in yourself.

It's there, kind of. I don't know if it was intended or not, but I see it.

Quoting xkorpyoh (Reply 5): 1) I like the new logo, but if you ask strangers on the street to identify the company based on the logo they might say: "greyhound"?...then you say: "no, is American Airlines....do you see the Eagle? do you see the "A"? do you see the "star?" ... they will say: "what A? What eagle? what star?"

Perhaps first you should ask them if they see the arrow in the FedEx logo? I see all of those. Even before reading this thread I saw the eagle, the A, and what I thought could be interpreted as a star. Not everyone picks up on negative space images easily, I'll grant you... but they tend to be the types of things that, once seen, are never again missed.

It needs.......shiny, it is not AA if it is not shiny.

Quoting AAIL86 (Reply 23): What a very good point. Sometimes we as humans love to overcomplicate. Whats on the inside of the airplane is far more important then whats on the outside...

Then why complain about aircraft exterior dirtiness, thinking about AF for instance? People DO complain about it, and they're right.
This point is irrelevant.

Quoting AirPacific747 (Reply 43): Quoting ZSOFN (Reply 40): Tail is too simplistic. The logo is not centered. There's too much blue and too little red. Doesn't work at all. Sorry.

I'm glad we don't have the execs from AA relying on these comments. Yes, it doesn't have the eagle or AA on the tail or body of the aircraft, but it does scream "AMERICAN". I don't see what the problem with the tail is, it is an abstract version of the American flag. You have to get over yourselves. I have noticed that the non Americans seem more to liking the new look. The Americans, well, I am not sure what you want, but I think unless you have a crystal ball and can see that the future is clear and due to the new look AA will crash and burn, then unless you are an expert in banding, your comments are really ringing hollow with me.