American Airlines debuts bold new look

12:25 PM, Jan 17, 2013   |    comments
Thursday morning, officials with American Airlines released an image of the livery their planes will be painted in showcasing their new logo and design elements (AA)
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FORT WORTH, TX (KXAS) -- The world famous silver bird of Fort Worth-based American Airlines is getting a bold, new makeover.

Thursday morning, American Airlines CEO Thomas Horton debuted the airline's new livery in a recorded video on the airline's website.

Gone is the old livery in use since the 1960s that relied on the plane's metallic fuselage for much of its look. In its place is a silver mica-painted plane with an American flag emblazoned on the tail.

PHOTOS | American Airlines unveils new logo, look

"Since the polished metal look was no longer an option [due to the carbon-fiber skin of the new Boeing 777-300ER], the importance of the paint selection became critical to honoring American's silver bird legacy," the airline said in a news release.

Ahead of the wings, in big, thin grey letters along the fuselage, the word American will be easily read from the ground. Closer to the cockpit on both sides of the fuselage, the company's new eagle logo looks forward, toward the direction of travel. The look can be seen in the photo above and in the gallery to the below, left.

"Our new logo and livery are designed to reflect the passion for progress and the soaring spirit, which is uniquely American," said Virasb Vahidi, American's Chief Commercial Officer. "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."

The entire American fleet, not just the newly ordered 777-300ERs, will eventually be painted with the new livery.

A formal press conference on the new livery will be held at 11 a.m. and will be streamed live on

"Since placing our landmark aircraft order in July of 2011, we've been building anticipation toward a moment in time when the outside of our aircraft reflects the progress we've made to modernize our airline on the inside," said Tom Horton, American's Chairman and CEO. "While we complete the evaluation of whether a merger can build on American's strengths, we remain steadfast in each step we take to renew our airline, a step we take with great respect for our name American. Today marks important progress in that journey as we unveil a new and updated look for the first time in more than 40 years."

The makeover comes at a time when the company is still evaluating whether a merger with U.S. Airways could benefit the company. Even with a merger, some analysts believe the new look would help signify a reinvented American Airlines and a signal that the brand is here to stay.

"It's a new day and they are restructured, reimagined, reinvented, they certainly want their customers to know that," said Jeff Millet of Holmes Millet Advertising.

(KXAS Dallas)

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