First look: new American Airlines logo and livery a homage to the past

The rebrand will eventually be visible throughout the airline's entire fleet, both inside and out, as well as on staff uniforms and at airports.

American Airlines new 2013 livery

American Airlines has revealed a new modern look for the exterior of its planes – the first rebrand of its fleet since 1968.

The iconic red, white and blue stripes along the side of the fuselage have disappeared, with the colours of the American flag instead featuring on the tail.

The famous eagle logo has also been updated and the bare metal fuselage given a lick of matte grey paint: a tribute to its ‘silver bird’ heritage.

American Airlines knew it could no longer keep the polished aluminum look as the carrier prepares to take delivery of new planes made from composite materials.

First look: American Airlines new livery a homage to the past and future

The new logo and livery will appear on American Airlines’ first Boeing 777-300ER, which will start flying passengers at the end of this month.

Still emerging from bankruptcy, American Airlines is keen to shake off its bruised and battered image and present a more modern travel experience for passengers.

As well as cosmetic changes, the airline is expecting to receive nearly 60 new planes this year.

There is still speculation about an American Airlines – US Airways merger, which puts a question mark over where the rebrand would fit in.

What do you think of the new look?

American Airlines explains the origin of its new design:

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