With the recent update of both their AA IOS app, featuring slicker graphics, cleaner navigation and smaller more restrained typography; and the new check in kiosks starting appearing across the network with new updated graphics, it is clear to see that American have invested into a new brand. Safe to say it is more than just a new special edition livery for the AA 777-300ER at Boeing’s Paine Field. Whilst there still hasn’t been a press release to state or show off the new brand, and the impending festive season, it’s our guess that we should expect a new brand in the next 2-3 weeks. After all, soft launching products everywhere won’t have the impact that a ‘big bang event’ before the brand shift would have.
Currently, everything is looking clean, great, but I can’t help but feel sad. Modern clean typography yes, easier on the eye, softer tone, it’s all there, and whilst that’s great to help generate a fresh new look for the airline, in our opinion it means it’s just merging into the big melting pot of easy, safe airlines (think Delta, KLM, Air France, United, Lufthansa) Unless American can launch a new logo and brand element that has something of excitement, I feel we will all be a bit disappointed in the new brand. After all, love it or hate it, the current American Airlines logo is timeless, easily identifiable and the slick oiled and polished airframes are iconic, and always bring back the impression of the glamour of flight of a time gone by.
When the brand is launched, we’ll keep you posted!