American published images of its new corporate logo and aircraft livery, designed to symbolize the airline's reboot after more than a year in bankruptcy.
The new logo brings together stylized versions of the airline's traditional eagle, star, and "A" (for American).
Because most of the new planes due to be delivered to American in the coming months and years are made of lightweight composite materials that must be painted, the new livery features aircraft bodies painted "silver mica," maintaining the unpainted silver bird look that has become so identified with American's fleet. The tail section is defined by horizontal bands of red and blue. And "American" is painted prominently in blue across the planes' fore sections.
The official line, from the airline's chief commercial officer, Virasb Vahidi:
Our new logo and livery are designed to reflect the passion for progress and the soaring spirit, which is uniquely American. Our core colors—red, white and blue—have been updated to reflect a more vibrant and welcoming spirit. The new tail, with stripes flying proudly, is a bold reflection of American's origin and name. And our new flight symbol, an updated eagle, incorporates the many icons that people have come to associate with American, including the "A" and the star.
According to the American's news release, the new livery will make its debut appearance on the airline's first-delivered Boeing 777-300ER, set to begin scheduled service on January 31.
Also according to the release: "The unveiling of the new logo and livery is the latest step forward in American's ongoing journey toward building a more modern travel experience for its customers."
That remains to be seen, as American's future remains very much up in the air.
In the meantime, what's your take on the new visual branding: Like or dislike?
This article originally appeared on FrequentFlier.com.
(Photo: American Airlines)