So, it’s been a couple of days now and I’ve had time to reflect more and time to look at the new AA logo and livery again with fresh eyes. Here are my final thoughts:
1) I think they *nailed* it with the silver paint for the fuselage.
2) I think the “blade” aka the stylized aircraft tail next to the name is growing on me some but I still think what is supposed to represent an eagle’s head actually implies a star more. It’s a touch too stylized, in my opinion. That said, it’s OK and I think that it is strong enough to be associated with the name going forward. As people see it, they’ll tag it as AA.
3) Hate the tail more than I did yesterday. I simply think it is way too generic and has no connection to the history or branding of American Airlines.
4) As much as I think the billboard title on the fuselage was absolutely the right way to go . . . I just don’t think it stands out enough against the silver fuselage. It needs a different color, I think.
It’s interesting to me that when asked if this branding would be redone in the event of a merger, Tom Horton said he didn’t think so. Well, I think it would be. I think you would see the silver paint retained. I think it’s possible the logo would be retained in some form. But I think there are two things you would see the US Airways crew change immediately.
The tail of the aircraft would be cleaned up considerably. The billboard “American” title on the fuselage would be made bolder. And the fact that Tom Horton’s good friend Doug Parker hasn’t paid a public compliment to AA over the re-branding kind of indicates that they are, at best, lukewarm to the concept. US Airways did issue this statment:
“We applaud our friends at American as the new brand elements and livery mark the culmination of a significant amount of work and coordination, and clearly those efforts have produced a compelling result.”
Make of that what you will.
Does AA need a new brand? Yes. Did it need one *today*? Nope. There were interim solutions that could have been employed. Does this new brand move them forward? Logo wise, yes, I think they’re there mostly. Does the livery do anything for them? No, I think if you parked that aircraft at a major european hub it would be lost in a sea of Euro Styling and particularly with those colors. Heck, I kind of wonder how it would stand out taxiing through Atlanta’s airport. I see a livery done by committee rather than a leader and its notable that they say this has been in the works for 2 years.
To misquote a certain financial analyst at JP Morgan Chase: “Really Tom? Is this all you’ve got?”
Filed under: Airline Fleets, Mergers and Bankruptcy by ajax
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