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Uniforms are next in American Airlines’ brand-wide design overhaul


Skift Take

The logo, livery, and uniform redesigns, however important, are just frills. Let’s see how the “new American” improves operational performance and customer service.

— Dennis Schaal

American Airlines’ rebranding of its logo and livery stirred up a flurry of discussion about fonts, colors, and tail wings. The airline is resolutely moving ahead and has partnered with a design firm, KaufmanFranco, to create new employee uniforms that are in line with the airline’s brand-wide design overhaul. This is the first refresh to the airline’s uniforms in two decades.

Referring to the logo and livery redesign team, Future Brand, designer Ken Kaufman says, “The seeds they planted were seeds we could take and run with.”

Kaufman says he and fellow designer Isaac Franco will meet with American’s employee groups, and conduct focus groups to create a high-tech, but handcrafted look for a “dual-gender brand, male and female.”

Expect the new uniforms in a year-and-a-half to two years, the airline states.

Below are photos of American’s existing uniforms, the new logo, and a video of the uniform designers discussing their project.

American Airlines ticket agent




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