Went to a great presentation which included a director of customer experience for AA and 2 people from FutureBrands, the company that developed the new brand. Thought it might be an interesting post: It's been decades since the last brand refresh. It was necessary. Nobody could tell the difference between Delta, United and American based on the brand any more. The goal was to be less formal than BA, but not as cool or hip as Virgin or JetBlue which were the airlines specifically mentioned. The process started two years ago, so the merger was totally serendipitous, but it seems as if the merger won't make any difference on the rebranding choices. The undisputed champion was the silver plane, which was also the biggest irony in that the largest order of new planes ever didn't have the aluminum skin. So silver paint was selected, and to bring the brand into the future, Apple laptop silver was the inspiration. The number of lines in the flag has more to do with the size of the plane being painted and the image looking good rather than copying the flag as such. It's actually the hardest thing to paint on the plane. The fact that American airlines has the name American makes a huge difference both in the US and worldwide. It's respected. It's trusted. It means a certain level of service that is perceived as uniformly reliable in terms of operation. (Service expectations aside.) The fact that American and not American Airlines is on the side of each plane was a very conscious choice. The eagle was also important, with the older eagle seeming sinister, attacking and unfriendly. All the things the new American isn't. They showed the evolution of all the choices, and after seeing all the choices, I agree that they picked one of the best. The blue that was selected to be the "major" color was called turquoise blue. The rebranding will be included on all new planes and will be rolled out to hubs first then smaller stations based on traffic. New Flagship checkin locations are already designed and in production. The decor will be wood and white. Printed menus will be simple and elegant. All seats in all cabins on new planes will have IFE. It was noted that AA is the only US carrier with a true First Class. The spirit of what was said lead me to believe that First is not going away entirely, but that statement was not said with any specificity. That's the recap. This is pretty much as far as the rebranding has been planned so far. There are next steps and of course it's an evolution that will go on for a while. Hope you found this interesting.