American Unveils Its New Logo, ‘A-meh-rican’ Jokes Expected

A new font, and a tail that looks like a crosswalk. Way to invigorate a dying brand, folks. Video of the unveiling here.


  • Jay Pritchard
  • DM68

    Boring? Not jacked up and kick ass enough? Idiocracy.

  • dkv

    This is truly terrible, did McCann develop this? Or is this some in-house job.

  • Shane Clevenger

    Looks AWESOME!!!!
    A lot of people in the Dallas area depend on this company to help feed there families, this will hopefully help give them a positive direction for change.

    I hope none of them buy D-Mag!

  • Wick Allison

    Where are the Bad Taste Police? Someone should be arrested.

  • Shane Clevenger

    Looks AWESOME!!!!
    How can anyone not agree this is better. There are always the pessimist, like D-Mag.

    Side note: A lot of people in the Dallas area depend on this company to help feed their families, this rebrand will hopefully help give them and the company a positive direction for change.

    I hope none of them buy D-Mag!

    BTW: D-Mag I think you need a new “D” font, it looks like a failing grade from the 1950’s.

  • Mike


  • Eric

    Bradford – Got anything besides snark today? Talk about BOR-ING.

  • David Burrows

    What font is that? Adobe Bankruptcy Light?

    • Patsy Ann Bell

      David, you’re brilliant! I wish I had thought of that.

  • Patsy Ann Bell

    The logo is underwhelming and the tail is overwhelming. And the twisted eagle bothers me. It’s as if it’s correcting its flight direction. But then from a distance it looks like it’s flying in reverse.

  • Jack

    This is what AA needs coming out of bankruptcy. A new brand should do the trick. Why not put this $$$ into improving customer service?

  • mynameisbill

    The founding fathers are up in heaven right now, looking down and high fiving each other saying, “yeah dudes, that’s badazzzzz!”

  • Zac Crain

    It’s D Magazine, or D, or D Mag, I guess, if you’re in a hurry.

    But sweet burn on the font thing.

  • Joshua Boyd

    It’s a polarizing logo for sure. You either love it or hate it. I didn’t like it at first but it’s grown on me and I think it’s a refreshing take on a very old brand.
    Good “reporting” D Magazine. Does anyone read this rag?

  • David Burrows

    Thanks, Patsy! I’m here all week.

  • Shane Clevenger

    Yea… Weird that someone who works at a place that uses some unoriginal old font like Times New Roman Bold is critical of a company that uses a unique custom font.

    Really D Mag?

  • mynameisbill

    I don’t know about “anyone”, because I really don’t know that many people. I do know that you clicked on this site, read this blog post and commented…..adding to their advertising base. It’s freedom, it’s America, it’s D Mag. Love it or leave it, Josh. The question is, do You hate freedom, Josh? Well, do ya?

    Co-signed by GWB 🙂

  • ernest t bass

    Love everything about the logo except the inherent bullseye.

  • JSSS

    That’s as awful as AA’s customer service. Or its on-time statistics. Or its baggage handling. Etc.

  • Bill Marvel

    I like it. (My daughter, a designer and a colorist, doesn’t)
    But let’s be clear about what we’re looking at: This is a paint scheme, not a logo. A logo is an emblem or a graphic device, more like a trade mark.

    • Randy McCluer

      Bill, the new logo in question is right there after the N in American.

  • Shane Clevenger

    I got to the site on accident… Isn’t that how “anyone” gets to D Mag?

    I think D might stand for “Desperate”.

  • BradfordPearson

    Shane, if we’re all being honest, maybe you should admit that you’ve done ad work for American Airlines in the past:

  • rickyferrer

    I’ve been trying to get Wick to change the D to Papyrus. He won’t go for it.

  • Shane Clevenger

    Great look, love it.

  • gimmethewooby

    Aren’t they about to merge with USAir and become US American Air Airlines?

  • critic

    The tail looks like they could be merging with Spirit Airlines , just kind of
    and the red & blue logo looks like something from the U.S. Postal Service and God knows they are worse than American Airlines when it comes to customer !
    New Image Rated 1 to 10 ? possibly minus 4
    Even worse is the service and ratings of US Airways, the mergery with American Airlines. Boy, I can hardly wait.

  • Bill Marvel

    I thought the whole scheme was under discussion, tail and all.
    Just to be clear, the overall scheme is not anywhere as good as Southwest’s paint job. But come on, you naysayers. It’s wings and a tail ahead of United. And no worse than Delta. (What IS that thingie on Delta’s tails?) Me,I kinda miss Braniff. Now those were paint schemes!

  • Bill Marvel

    That tail — you mean the flying piano keys?