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Why American Airlines new look sucks

January 18th, 2013 Leave a comment Go to comments

 

Don’t bang your heads at the eagle, bang your heads at the overall experience.

 

our new look

 

The stripes on the tail wings make me feel uncomfortable. They look shredded and cluttered.

 



AA logo before

Before



AA logo after

After


Why the new decals for the aircraft won’t do much for me

  1. I found the default silver metal look (Massimo Vignelli’s classic 1967 “Silver Bird” livery) cutting edge. No other airline dared to keep the plane in its default shiny metal state. Think of the awesome silver spacecraft in Star Wars.

  2. I’d like to peel off the new peel-off eagle and wash off the paint of the tail wing. Every competing airline paints the tail wing and does a better job at it.

  3. A failed opportunity to cut costs and have less do more.

  4. Focusing on CI elements takes away the energy to rethink the overall experience

  5. The peel off eagle however works well on the improved website.

    6.  

    Brief intermission: Angela Trimbur dance at LAX.

     

    By comparison, the unsolicited proposition of young Cyprus-based designer, Anna Kövecses provided deeper, more sensitive insights on how to improve the AA experience, by tapping into the golden age of air travel.

    Taking the passenger back in time when flight attendances where still called stewardesses and travel by air was filled with excitement.

    It carries the scent of the realm of the aristocracy or more recently, that of the intact business world of Mad Men.

    And it didn’t take a word of explanation to make Kövecses utterly graspable / feasible.

    Anna Kövecses’s theoretical redesign of American Airlines focuses on conveying an aura of safety. It was featured first on Fast Company’s CoDesign by Kelsey Campbell-Dollagran..

     

     

Categories: design, new advertising, Own entries, transformative, ux

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  • J R Grey

    The new AA branding is weak, unemotional and, well, hideous. The tail is about as American as the paint job on a Cubana Airlines plane. The logo is insignificant when small and looks amateur when enlarged. Worst of all, this is simply a bad investment by a company that is in bankruptcy and couldn’t pay it’s bills. The new branding will not engage employees and customers any more than the old verion, no matter how much PR is employed. Fact is, the new branding will ultimately be a big yawn – because that’s what it makes ou want to do. Ultimately, AA’s future success rides on proving it is a better airline through great service, new aircraft with modern amenities (it has plenty on order) and a route structure/schedule that meets demand. Or, all of this may be moot if it finds itself acquired by US Air (which would probably keep the AA name but, hopefully, not the new identity).

  • Eric Dee

    Yep, this is a feeble attempt by American Air to rekindle something that has not died.  I still remember the great service that they offered in the 1960s, 70s and beyond.  What next flight attendants wrapped in American Flags?  Come on fire that Marketing dude and do something right for a change American. 

  • http://twitter.com/sargentmark Mark Sargent

    Patriotism won’t come to the AA rescue I guess. Better service will. Today’s frequent flyers demonstrate amazing insight on the notion that design matters and can’t be taken superficially light. Thank you JR.

  • http://twitter.com/sargentmark Mark Sargent

    What are your thoughts on Kövecses’ redesign as a frequent flyer in the mid century Mad Men era, I wonder? Thank you Eric for commenting.

  • http://twitter.com/racingwinds Taylor Michie

    The “less is more” approach draws constant ire from avgeeks and travelers alike, and the last thing anyone wanted was another Eurowhite paint scheme. People were going to complain either way. 

    Regardless of anyone’s opinion about the new rebranding, it was a necessity. Something that you’ve overlooked is the fact that American’s new aircraft require a painted livery, as they are unable to support the polished aluminum that American has held for so many years.  It was definitely elegant and timeless — but physically impossible to maintain going forward.

    I think Kovecses is a very talented designer. However, I don’t believe that her rebrand conveys the storied history of American any better than their new scheme. It’s too minimalist for my taste, and the colors don’t do the airline any justice. 

  • http://twitter.com/sargentmark Mark Sargent

    That’s right, I overlooked the requirement for a painted livery. Thank you Taylor. Nice stingy remark on loathing another ‘Eurowhite paint scheme’. Not sure if I understand the ire, a ‘less is more’ approach draws. The big difference between Kovecses and Future Brand’s design approach is that Kovecses’ design focuses on providing a very relaxed atmosphere and experience of safety and self assured comfort, an ease of being. Her design conveys a more holistic design approach which I feel is more passenger-centered, around the overall travel experience than the corporate design centered results that Future Brand delivered.

    So right! Attention to the customer experience is the real issue!! (Jamie) over at http://www.fastcodesign.com/1671677/american-airlines-rebrands-itself-and-america-along-with-it#1

  • Whthirteen

    Rebranding a product must come from within.  Painting a house a new color while the foundation is ill laid is a recipe for disaster.  Go to the internal client first (employee), work to keep them engaged and satisfied and then the external customer will benefit.  Old fashioned.  Yes. Realistic. Yes. Spin things as you wish, but a couple coats of paint won’t make the customer happy.

  • http://profile.yahoo.com/EPXIRMW2ALDYGKHJPFJIEP2KDQ jamesway

    I totally agree the new look of American Airlines leaves much to be desired. The current AA logo is almost as iconic as Coca-Cola. Why change a good thing that people love and recognize? The livery especially on the tail looks like it belongs on a quilt. Also, the “American” on the font is too large, very overstated. The new look stinks. On their website American says that their new look and image is arriving soon, but in my humble opinion, this new look should be grounded. One of the worst rebranding packages and worst logo redesigns I’ve ever seen.

  • http://twenty-ten.me Mark Sargent

    Would Kovecses altenative be an option for you, James? And thank you for commenting.

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