American Airlines

Rebranding an Icon

American Airlines was ready to evolve its brand identity to match the significant investments it had made in both onboard and airport experiences. After more than four decades with the same logo and livery, the airline sought a new brand universe — one that honored its heritage while embodying the timeless, forward-looking spirit of modern America.

To make that vision real, American needed more than just a new look. They aimed to shift the organization’s mindset, using the brand as a lens for every decision and grounding it in the authentic truths that define modern America.

As the Brand Manager of Visual Identity, Ron partnered with FutureBrand, a leading international branding and design agency, in the creative direction, concepting, development and implementation of the new American Airlines visual identity across all external and internal touch points.

Disassembled blue, white, and red logo parts on a white table, with a computer mouse and cables in the background.
American Airlines customer assistance and baggage check-in counters with computer monitors, wood paneling, blue gradient wall, and signage.
Flight information display showing flight from Raleigh-Durham to an unspecified destination, departing at 11:20am, arriving at 2:50pm EDT, on time, current weather at destination is broken clouds, 58°F/14°C.
American Airlines logo with the word 'American' and a stylized eagle in red, white, and blue colors.
Stack of folded clothing on a white quilted surface, with a red band that reads 'relax, rest, sleep...'.
Self-check-in kiosk screen displaying a welcome message, language selection options, and a modern, metallic body with a card reader
Collage featuring various images of London landmarks, colorful neon lights, a close-up of a breakfast tray, a modern architectural interior, a bright blue color palette with paint swatches, and a flyer for the font American Sans with icons and a sunset sky.
A collage of promotional materials, brochures, and photographs related to American Airlines Global Cargo, including images of cargo containers, a plane, an aircraft loading bridge, and interior cargo storage, with text highlighting capacity, solutions for cold chain reach, and dispatch services.
Three computer screens and a laptop displaying American Airlines websites with airline information, booking options, and an airport lounge interior.