Keishlyan

AMERICAN

AIRLINES

Brand Case Study

Overview

A Branding redesign and advertising campaign focused on an american-based airlines.

The Problem

American Airlines is a legacy brand that is reliable & patriotic. The current branding does not reflect these ideals. American Airlines needs to be the one and only all American airline.

The Solution

Refresh the airline with a rebranding campaign that draws from one of their previous logos, highlighting its American spirit.

PROJECT

Branding

TEAM

Steven Pereira, Keishlyan Carrero

DURATION

4 months

TOOLS

Figma, Illustrator, After Effects

logomark

structure analysis

To be remembered as the primary American airline that everyone gravitates towards regardless of past flight experiences that can efficiently travel to any occasion.

what is the core of American Airlines

Brand Profile

In this tab you can see whether a product has personal conflicts with your pre-imputed health concerns.

CORE VALUES

Endurance, intrinsic, American, effective

PERSONALITY

Personality, Proud, Dependable, Easygoing, Experienced

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.

Brand Identity

Brand Colors

C: 92% M: 68% Y: 12% K 1%

C: 6% M: 100% Y: 100% K: 1%

C: 75% M: 68% Y: 67% K: 90%

C: 0% M: 0% Y: 0% K: 0%

R: 34 G: 92 B: 154

R: 224 G: 22 B: 25

R: 0 G: 0 B: 0

R: 255 G: 255 B: 255

Pantone P 105-7 C

Pantone P 48-8 C

Pantone P Process Black C

Pantone P 179-1 C

#225C9A

#E01619

#000000

#FFFFFF

Design system

The main logo is an evolution of American Airlines’ 1967 logo. The angles showcased in the symbol and the A’s in the logotype are meant to embody a sense of travel and movement. The colors red and blue are meant to symbolize the pride of American Airlines has in the United States.

The horizontal logo should be used sparingly in cases where the main logo does not fit in within the design in a cohesive manner.

Logotype

Symbol

Horizontal logo

Logo

0.5 in

1 in

Minimum Size

Clear Space & Minimum Size

The minimum size for screen applications is 96 pixels by 219 pixels, while for print applications, it measures 0.5 inch by 1 inch. Avoid using the logo at sizes smaller than the specified dimensions.

Do not

change the color of the logo

Do not

invert the colors of the logo

Do not

stretch the logo

Do not

place the logo on colored
backgrounds with low contrast

Incorrect Logo Usage

What sets American Airlines apart from other American-based airlines is the personality they bring to the flight experience. AA always strives to showcase their pride in being American, as well as making the journey from the airport to the planes a relaxing experience for all.

Whether you’re a business-class traveler or looking to fly to a new vacation destination with your family, American Airlines hopes to embody these traits throughout your experience flying with us.

Proud

Dependable

Easygoing

Experienced

Brand Personality

Typeface

A-Z Regular, 40

A-Z Black, 40

DIGITS, REGULAR, 40

MATH, REGULAR, 40

SYMBOLS, REGULAR, 40

PUNCTUATION, REGULAR, 40

1234567890

ABCDEFGHIJKLMNOÖPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzåäæñöøé

Owners

ABCDEFGHIJKLMNOÖPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzåäæñöøé

{}[]()!?.:;,“”~-–—

@#$%&*®©←↑→↓∞⌘

+-×÷±=≠≈<>≤≥

The typeface used throughout American Airlines’ brand experience is Owners. This type is used in any place where type is used, from our logo to headlines to body copy. Headlines are typically written in either Owner Bold or Black, while body copy is always written in Owners Regular.

Color

Color is an important part of the AA brand. The colors are inspired by the American flag and it’s meaning. Red symbolizes hardiness, valor, and strength. White symbolizes purity, innocence, and the body of our planes, and blue represents vigilance, perseverance, justice and the sky.

C: 92% M: 68% Y: 12% K 1%

C: 6% M: 100% Y: 100% K: 1%

C: 75% M: 68% Y: 67% K: 90%

C: 0% M: 0% Y: 0% K: 0%

R: 34 G: 92 B: 154

R: 224 G: 22 B: 25

R: 0 G: 0 B: 0

R: 255 G: 255 B: 255

Pantone P 105-7 C

Pantone P 48-8 C

Pantone P Process Black C

Pantone P 179-1 C

#225C9A

#E01619

#000000

#FFFFFF

Color Usage

Do not

Mix the colors

Use white between colors

Do not

Mess with proportions

Keep similar proportions

Pair with white

Do not

Use other colors

Do not

Use colored text

Use white text

American Airlines

When writing out our name in text and other forms of writing, you can either write it using our full name, American Airlines, or abbreviate it to just AA. No matter which way you write our name in text, you must make sure that both A’s in our name are capitalized.

How to Write Our Name in Text

Correct Logo Usage

Our logo is versatile, being able to be used on top of the various colors within American Airlines’ color palette. When used on top of a solid color other than white, the logo’s colors should be changed to be all white. When used against a solid white background, our main logo can either be used as is or if the design calls for it, the logo’s colors can be changed to the various colors in our color palette.

Gohpher

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.

NEXT PROJECT

BBG

Connect

WHAT I LEARNED