American Airlines Rebrand

A redesign for American Airlines that emphasizes the idea of giving direction and making a connection, between the flyer and what is important to them on the other side of the journey.

The new brand identity system focuses on conveying "modern heritage;" honoring the history of this airline icon, but bringing a more contemporary update to the color palette, graphic language and messaging.

For a brand with so many touchpoints in so many locations, setting a standard for how to work with the typography, imagery, logomark, and other graphic elements manifested into a book for future designers working on American Airlines.

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Olivia Paden
Visual Designer San Francisco, CA