...and it's pretty hideous:
Reactions have been a mixed bag of negative and scathing. Here's Patrick Smith:
Simply put, I cannot believe how awful a makeover this is. It’s so disappointing that it pains me even to write about it, and how anybody signed off on this I’ll never understand.
The body and tail manage to be boring and garish at the same time, with a cheap, downmarket lilt to the whole thing. The typeface is the strongest aspect of the whole mess, and that’s not saying much.
Those are (almost) forgivable aspects. Doing away with the AA symbol, however, was a tragic and unspeakably bad call.
And in its place… What exactly is that new, Amtrak-y logo? It looks like an eagle’s beak poking through a shower curtain. No other word will do: it’s horrible. If it’s not the worst corporate trademark I have ever seen, I don’t know what is.
Cranky Flier said only:
Personally, I hate that the eagle has been marginalized to the point that it’s unrecognizable. And the tail, well, yeah, the tail. I think I heard it put best in this excellent quote:
"Colgan had sex with CSA and Cubana on a Greyhound bus in the same weekend and got pregnant. We know Colgan is the mother but we can’t tell who the father is. Nor do we care because the baby is still ugly either way."
Maybe it will grow on me. Or maybe it won’t last very long anyway…
Why did they do this right now? They're weeks away from either merging or dying. Did US Airways want them to do this? No, according to CEO Tom Horton:
First, Horton said the two issues — merger and rebranding — were separate. Second, he said American needed to go ahead with the new look because in two weeks it is introducing a new flagship aircraft, the Boeing 777-300ER, that needs painting.
Horton also said US Airways had no input into the rebranding and didn’t get an advance look at it.
“We are competitors today, so we didn’t think it appropriate to discuss it with them,” Horton said. “I will tell you that on my drive home last night [Wednesday], I called my good friend Doug Parker and informed him of what we were doing as a courtesy. So I did do that, and we had a very nice chat.”
Well, there you have it. I'm sure Parker was thrilled. US Airways already said they want to keep the American Airlines brand, but I think they rather had in mind the brand from 1968, not this new stuff. Further, I think it's this kind of management thinking that got American into the position it's in today.