Some neat ideas here. I will admit: I think AA’s identity and livery are classic.

More importantly, its identity isn’t AA’s problem, the AA customer experience is.

The end result of an identity is whatever the client is willing to do. This will require a team at AA willing to take a truly fresh, perhaps even radically different, approach to its identity — one that may involve the executives sucking in their breath and saying or thinking “Wow, that is different — but that is what we need.”

That said, I think the challenges AA faces are greater and run far deeper than its identity and livery. To compete against other strong US network airlines like Delta (as well as get closer to its oneworld alliance partners like BA and Cathay Pacific) and value-focused airlines like JetBlue and Virgin America, AA has to create a truly innovative, fresh passenger experience that fulfills business and leisure travelers’ expectations for value, tangibly differentiates AA from its competitors in meaningful ways and, of course, allows American to be cost-competitive and cost-effective.

Henry: I agree. A new identity and new branding would go hand in hand. Fresh paint on an old house doesn’t change much.

Fresh paint on an old house? Old houses often exhibit unique charm & character.

This is more along the lines of putting lipstick on a pig…

Cannot imagine the bankruptcy court approving highly visible and capital intensive rebranding-related expenditures at this point – such decisions will be reserved for the post-bankruptcy ownership/management.

At this point, it may be best to ask Doug Parker which one he likes the best…

Until AA restores its employees pay and benfits they have been stealing for the last 10 years,they can repaint-rebrand-reboot-readvertise or re anything they want……Your not going to get good service!

Steve and Rocky: I agree that the underlying service, and the way an airline treats employees, is MUCH more important than any rebranding. Still, a branding refresh seems in order.