Video: American Airlines explains how and why the new design was chosen
Skift Take
American says the decision to rebrand was a logical one with a new shipment of aircraft on the way, and why this was its best effort at ‘modernization.’
American Airlines was met with criticism and a few approving nods after unveiling its new livery and logo this morning. The flight attendants' union started looking for deeper meaning at whether there was a hint of the merger hidden in the color scheme, while many consumers were puzzled to why American would fix the one part of its business that wasn't already broken.
Here top executives explain how the design was chosen, what each component stands for, and why was done now. The airline has also released a new commercial featuring the rebranded 777.
Behind the scenes: Creating American Airlines' new look, logo, and livery
Change is in the air: American Airlines' new commercial
American Airlines' new livery on the 777-300ER
Up Next
Hotels
How Data Quality Issues Impact Global Hospitality Operations
There are wide discrepancies in data quality for hotel transactions across global regions, with the largest occurring in Asia-Pacific. Because hotels and agencies need to harness data quality to thrive, they must take a more nuanced regional approach to monitoring potential issues.
Sponsored 
Travel Technology
‘Feeding Frenzy’: The Year of M&A in Travel Tech
Tech systems need upgrades to handle unprecedented growth in travel, and private equity firms are deploying billions to take part. In 2025, expect more consolidation as well-funded late-stage startups buy up smaller players, reshaping the industry’s behind-the-scenes infrastructure.
Tourism
Indian Union Budget: The Hits and Misses for Tourism
While the Indian Union Budget for 2025-26 didn't roll out any blockbuster wins for tourism, the industry is still finding reasons to celebrate the small victories.
Airlines
U.S. Safety Investigators Are Reviewing Air Traffic Controller Staffing
The National Transportation Safety Board did not specify how many air traffic controllers were working at the time of the collision.
Airlines
United Airlines Shuts Down Rumors About a Merger
Rumors circulated online this week that United was potentially interested in merging with JetBlue or buying some of the New York-based carrier’s assets.