Case Study: American Airlines transforms its brand identity with FutureBrand

American Airlines transforms its brand after 4 decades with FutureBrand

American Airlines sought to transform its brand identity to better reflect its significant investments in the customer experience and shift its organizational mindset. After four decades with the same logo, the airline partnered with FutureBrand to develop a new brand universe that honored its heritage while capturing a modern American spirit.

FutureBrand developed a new Brand Center and brand Helpdesk to support the airline's transformation. This solution provided teams with a central resource for all brand-related materials and streamlined the review and approval process for global collateral, ensuring the new identity conveyed pride, innovation, and progress.

American Airlines