American Airlines new livery shown on a Boeing 777-300ER. Image from American.
From American’s Press Release:
FORT WORTH, Texas, Jan. 17, 2013 — It’s a new year and a fresh new look for American Airlines as the company today unveils a new logo and exterior for its planes, including the already delivered Flagship Boeing 777-300ER aircraft set to fly on Jan. 31. In addition, American plans to continue taking delivery of new planes this year as part of its historic orders for 550 new aircraft. The unveiling of the new logo and livery is the latest step forward in American’s ongoing journey toward building a more modern travel experience for its customers.
“Since placing our landmark aircraft order in July of 2011, we’ve been building anticipation toward a moment in time when the outside of our aircraft reflects the progress we’ve made to modernize our airline on the inside,” said Tom Horton, American’s Chairman and CEO. “While we complete the evaluation of whether a merger can build on American’s strengths, we remain steadfast in each step we take to renew our airline, a step we take with great respect for our name American. Today marks important progress in that journey as we unveil a new and updated look for the first time in more than 40 years.”
American is preparing to take delivery of hundreds of new, lighter aircraft featuring composite materials that must be painted. Since the polished metal look was no longer an option, the importance of the paint selection became critical to honoring American’s silver bird legacy. Silver mica paint was chosen as a way to maintain the silver heritage which American’s people and customers are passionate about, yet progress ahead with a clean new look.
American’s new logo.
“Our new logo and livery are designed to reflect the passion for progress and the soaring spirit, which is uniquely American,” said Virasb Vahidi, American’s Chief Commercial Officer. “Our core colors — red, white and blue — have been updated to reflect a more vibrant and welcoming spirit. The new tail, with stripes flying proudly, is a bold reflection of American’s origin and name. And our new flight symbol, an updated eagle, incorporates the many icons that people have come to associate with American, including the ‘A’ and the star.”
Since entering the restructuring process, American has made a series of strategic investments designed to place customers at the center of all it does and give employees the tools, training and leading technologies they need to provide customers with a uniquely American experience, while also creating growth and opportunity for its people.
Today’s news is a reminder that while there are still significant decisions that need to be made about the future of the company, American remains focused on continuing the forward movement of the many investments that have been announced in the past year, including:
Industry’s Most Modern Fleet: This year, American will take delivery of nearly 60 new aircraft, including the new Boeing 777-300ER which will enter into service on Jan. 31. In July, American will begin taking delivery of Airbus aircraft made of lighter, more fuel efficient composite materials, which must be painted. The airline continues investments to offer state-of-the-art inflight Wi-Fi, in-seat entertainment, universal AC power outlets at every seat, and Main Cabin Extra seating on all mainline aircraft. In addition, American has plans to offer fully lie-flat premium class seats on all of the airline’s widebody aircraft and transcontinental fleet.
Expanded International Service: American strengthens its network this year with expanded service to more destinations worldwide, including more international and domestic routes from Dallas/Fort Worth, more European and domestic service from Chicago O’Hare, new service to Europe from New York, and new service from Miami to Latin America and the Caribbean. This year, American also will begin the following international services: Dallas/Fort Worth ─ Seoul, South Korea; Dallas/Fort Worth ─ Lima, Peru; Dallas/Fort Worth ’“ Bogota, Colombia; Chicago O’Hare ─ Dusseldorf, Germany; New York JFK ─ Dublin, Ireland; Miami ’“ Pointe-a-Pitre, Guadeloupe; Miami ’“ Fort-de-France, Martinique; Miami ’“ Curitiba, Brazil; and Miami ’“ Porto Alegre, Brazil.
Information in an Instant: The airline announced plans to supply flight attendants, pilots, and maintenance workers with their own tablet devices, designed to give them real-time information and better operational insights to do their job more efficiently. Beginning next month, employees will also be equipped with new technologies at the airport designed to make the travel experience easier and more convenient.
Top-Notch Onboard Experience: Earlier this month,the airline rolled out new enhancements in premium class cabins on international routes, including elegant new china, more menu choices, and a more personalized service similar to a restaurant. In addition, American will expand the availability of Samsung Galaxy tablets for entertainment use in the premium cabins to more routes later this year.
New American Airlines livery in flight. Image from American.
American Eagle and the AAdvantage® program also will get a new look as of today. The first American Eagle plane will fly the new livery beginning in February. Updating the new look across American’s network is a long process and will be rolled out over time to the airline’s airports, interiors and exteriors of aircraft, new uniforms, products and services, and technology platforms like AA.com and the American mobile apps.
American’s new look was created with input from our customers and our people, and in partnership with FutureBrand ’“ a leading global brand consultancy. In addition, American today launches a new advertising campaign designed to showcase the new look. The advertising campaign was developed with agency partner McCann Worldgroup. (end of press release)
Currently there is a Boeing 737-800 in new colors (waiting on photos) in Dallas. American Airlines pointed out to AirlineReporter.com, “the planes are not, and will not be, painted white. The paint covering the fuselage, as you’ve seen, is a silver mica that pays direct homage to the now-former aluminum.”
SO — WHAT DO YOU THINK?!
This story written by…David Parker Brown, Editor & Founder.
David started AirlineReporter.com in the summer of 2008, but has had a passion for aviation since he was a kid. Born and raised in the Seattle area (where he is currently based) has surely had an influence and he couldn’t imagine living anywhere else in the world.
Is the 737-800 on the left set up for American Airlines new livery? The one of the right is an older 737-800. Left Image: Malcolm Muir. Right Image: Drewski2112. [CLICK FOR LARGER]
It is shocking how locked down American Airlines has their new livery. I will admit that I have been trying to get some inside scoop on the livery and no one is talking, mostly because so few people actually know what this new livery is going to look like.
We have seen American’s new 777-300ERs (77W) with a base paint, but we aren’t sure of the colors (I will go out on a limb and say that red and blue will survive). What the titles will look like or if we will still see the eagle is still anyone’s guess.
One questions has been if American will paint its entire fleet in the new design or if this is just a special one-off livery to celebrate the 777-300ER. Recently, Malcolm Muir, AirlineRepoter.com correspondent, caught a photo of a new American Boeing 737-800 and noticed a difference.
It might not be so obvious looking at the two 737’s above, but take a look at the winglets. The newest one (on the left), is lacking the AA.com on the winglet, which has been seen on all previous pre-painted 737s. Is this because it is set to get AA’s new design? Probably.
American Airlines third Boeing 777-300ER (N719AN) seen in Portland on January 8, 2013. Photo by Sabian404/Russell Hill.
It is highly expected that American’s new livery will debut on one of their Boeing 777-300ERs at Dallas/Fort Worth International Airport, but when? American took delivery of their first 77W over a month ago and it has been conducting demo/preparation flights for the airline (it was recently seen in Miami with mini-American titles). The first 777-300ER is scheduled to start service from DFW to Sao Paulo on January 31, 2013, which doesn’t leave much time for American to show off their new livery.
I highly doubt that they would fly the 77W on scheduled service in this half-livery and of course they want to get as much publicity off the new livery and their change in direction as possible. I expect that we should all have a date of unveiling rather soon — like by the end of the week. I would hope that unlike the delivery of their first 777-300ER, the new livery unveiling will not go quietly — stay tuned.
UPDATE: Tom Horton, the parent of American Airlines parent AMR, sent out a letter employees earlier today and in it stated, “With all of these changes, our company will very quickly begin to look and feel very different ’“ both inside and out. We will be sharing more information about the new look and feel very soon.” Notice how the “very” is italicized — American did that. It is coming soon. Very soon. (see the full letter)
This story written by…David Parker Brown, Editor & Founder.
David started AirlineReporter.com in the summer of 2008, but has had a passion for aviation since he was a kid. Born and raised in the Seattle area (where he is currently based) has surely had an influence and he couldn’t imagine living anywhere else in the world.
Germanwings new livery on an Airbus A319 (D-AGWT). Photo from Germanwings.
Behold Germanwing’s new livery which was recently painted on an Airbus A319 (D-AGWT). The change is more than just a new design; they are altering the way that they do business as well.
Germanwings was founded in 1997 as a German based low-cost airline and in January 2009, they became a subsidiary of Lufthansa Airlines. Germanwings currently operates a fleet of almost 40 Airbus A319 aircraft, but it will soon grow.
Lufthansa will start moving aircraft to the “new” airline and Germanwings fleet will grow to about 90. Germanwings is set to take over all of Lufthansa’s domestic and European, non-hub flights.
Germanwings previous livery on an Airbus A319. Photo by Jeremy Dwyer-Lindgren.
Christoph Franz, Chairman of the Executive Board of Deutsche Lufthansa AG stated: ’œWith the ’˜new Germanwings’ we are going on the offensive in respect of point-to-point connections. We have developed a convincing array of products and have many years of experience in the low-cost and premium segments. We will combine elements of both in the ’˜new Germanwings’ and set new standards in our home market of Europe. This will enable us to operate profitably away from our large hubs again while also exciting our passengers with a modern offering.’
Germanwings new pricing structure is a bit easier to follow than other low cost airlines. Image from Germanwings.
On July 1, 2013, the official “new Germanwings” will start operations with only economy seating, but with three types of service (see the chart above).
Lufthansa’s website states, “True to the motto ’œReasonably priced but not cheap’, the airline’s employees will focus all the more on meeting customer’s wishes to the fullest in the future. Passengers will be able to choose from three basic Economy Class modules for this ’“ Best, Smart and Basic.”
The more you pay; the better service you get. Not too difficult.
What do you think of Germanwings new livery? Photo from Germanwings.
The new livery is a pretty radical departure from the previous one. It moves to a more conservative look, that mirrors Lufthansa.
As far as European-white liveries, I think this one does quite well. The swooping, colorful “W” on the tail goes well with the titles on the side. I only wish that color would have been added to the winglets, but maybe that would have been a bit too much. Lufthansa has probably one of the most simple, yet regal liveries and probably wanted Germanwings to have a bit more of a “fun” or “cost effective” look, while steering clear of the Spirit Airlines or Wizz Air look.
This story written by…David Parker Brown, Editor & Founder.
David started AirlineReporter.com in the summer of 2008, but has had a passion for aviation since he was a kid. Born and raised in the Seattle area (where he is currently based) has surely had an influence and he couldn’t imagine living anywhere else in the world.
American Airline’s first Boeing 777-300ER (N717AN) is showing signs of their new livery. Photo by James Hackney.
American Airline’s first Boeing 777-300ER (N717AN) has shown up at Paine Field, and not many were expecting to see a gray body with a white tail. Where is the polished aluminum? Is this a special livery for the 300ER or is this American moving to a completely new design? It looks like that they are in the process of updating their livery.
“It’s no secret by now that AA will be taking delivery of new fleet types in the coming months/years, and that includes composite aircraft,”Andrea Huguely AA spokesperson told AirlineReporter.com. “Obviously those aircraft cannot be the polished aluminum that AA currently has, so additional paint will be inevitable.”
Based on the design on the 300ER, it doesn’t look like American is just looking to paint the aluminum areas gray, as they did with their original Airbus A300’s, but they are working towards a new design. On the 777, it doesn’t matter as much, but with the Boeing 787, the fuselage is not made out of aluminum, which is forcing American to re-think their design.
At this point the airline is not hinting what the new livery will look like, but it appears the tail will be white, with a gray fuselage (yes, I am that good at being an investigative journalist). I welcome the new livery with open arms, since I have not been a fan of American’s current livery, for quite sometime — but I know many of you disagree with me. American has already announced big changes with their future interiors and I am hoping their new livery will be equally impressive.
A possible mock-up of the new American Airline’s livery done by Anthony Harding.
UPDATED: Above is a mock up of what American’s new livery might look like done by Anthony Harding. From his website:
“I wanted to see if I could create an effective evolution of the current brand. I wanted a bold new look for American Airlines, one that looks classy, distinguished, and ultra-modern with highly geometric, sharp angles and a metallic feel that creates a sense of strength and security. I evolved the Scissor Eagle logo to a more abstract form. The new ’œEagle’ is not just an abstract eagle, but also an abstract representation of the American flag. The overall brand beyond the livery would take heavy influence from timeless Art Deco, Gothic and neo-Art Deco design which symbolizes American strength, freedom, and an overall classicism that distinguishes the brand from the competition.”
Sure, there are many potential designs that people have put up on the internet, but I have to say this is my favorite. Clean, crisp and with connections to the history of the airline.
A HUGE thanks to James Hackney (@jameshackney01) for taking the amazing 777-300ER photos of American’s 777-300ER at Paine Field and to Anthony Harding for letting me use his mock up.
HI RES IMAGE (click for larger). JAL's first Boeing 787 rolls out of the paint hangar in new livery. Photo by Boeing.
From Boeing’s press release: “The first Boeing (NYSE: BA) 787 Dreamliner to enter service for Japan Airlines (JAL) rolled out of the paint hangar last night. The airplane’s livery features the iconic new brand mark on its tail and underscores the airline’s commitment to provide the highest level of service to customers and contribute to the advancement of society. The logo is a distinct symbol of the airline which was the first Japanese carrier to fly internationally from Japan since 1954.”
The resurrection of the crane is to match the airline’s, ’œnew philosophy and corporate policy which underscore the company’s re-commitment to provide the highest levels of service to customers and to raise its corporate value in order to contribute to the advancement of society.’
I have seen the livery in person a few times now on 767s and 737s and I have to say I am still not a huge fan of it. I am okay with simplicity and I realize this is a cultural thing with connecting with the airline’s roots, but give me a swooping cheatline or something. Although it does look better on the 787 vs the other aircraft I have seen.
What do you think of the new JAL livery on the Boeing 787 Dreamliner?
