American Airlines Unveils New Look, Changes in Latin America

The last time that American Airlines redesigned its logo and livery was way back in 1968 — so when the U.S.-based carrier unveiled a completely new look this week, it was bound to attract some attention.

The new look was created together with a leading global brand consultancy company called FutureBrand, while the accompanying advertising campaign was developed by ad agency McCann Worldgroup. And while some observers may not be in love with the look, it can’t be denied that it’s an eye-catching design.

American — once the largest airline in the world, but now reduced in stature, partly due to mergers that have expanded the reach of Delta and United — is also making some changes on its Latin America service. Main Cabin Extra — the premium economy service available on the company’s Boeing 767-300 and 757 fleet — will be offered on some 777-200 aircraft starting in 2014. First class service, however will be eliminated on American’s flights to and from Latin America. Most carriers in the region only offer business and economy class, so to better compete, AA will retrofit its 777 aircraft to eliminate first class and introduce more business class with lie-flat seating.

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About the Author

The founder and editor of, Mark has more than 15 years of experience as a writer, editor and manager. He's worked with some of the biggest consumer, in-flight and travel trade publishers that cover Latin America.

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