My Role
Branding Designer
Logo Designer
Illustrator
Motion Graphics Designer
My Team
Steven Pereira
Keishlyn Carrero Detres
Duration
4 months
Tools
Figma
Adobe Illustrator
Adobe Photoshop
The Problem
As competitor airlines refresh their brands to stay modern, American Airlines' current branding feels outdated, forgettable, and lacks cohesion across its touchpoints, as well as elements that make it an American airline.
The Solution
Refresh the airline with a rebranding campaign that draws from one of their previous logos, highlighting its American spirit and the ease of travel for both business and family passengers.
brand Profile
Core Values
Endurance
Intrinsic
American
Effective
Positioning Statement
Whether you're flying solo for business or vacationing with family in the U.S., American Airlines aims to make the travel experience easy and stress-free. Everyone should enjoy the freedom to fly with American Airlines to any destination without worry.
Archetype
The Regular Guy/Girl
Personality
Proud
Dependable
Easygoing
Experienced
Brand Identity System
Primary Logo
Structural Analysis
Typefaces
Logo Development
Color Palette
#E01619
#FFFFFF
#225C9A
#000000
Brand Guidelines
Applications
Reflection
Through redefining the airline with a new brand identity and purpose, American Airlines can fly towards the future of the airline industry while offering all of customers effortless traveling experiences throughout America and beyond.
