Despite a Bankruptcy, American Airlines Re-designs Its Brand Logo and Livery.

American Airlines who is in the middle of a bankruptcy, is considering job cuts, and merging itself with US Airways has decided it was time to spruce up its branding.

Yep. The company somehow decided it was worth spending money on a new logo, and to re-fresh its planes (inside and out) with a new look.

Think of it like someone who goes on a shopping spree to buy a new wardrobe, long after they’ve maxed out their credit cards and lost their job.

They say “the unveiling of the new logo and livery is the latest step forward in American’s ongoing journey toward building a more modern travel experience for its customers.”

The airline has also ordered 550 new aircraft.

“Since placing our landmark aircraft order in July of 2011, we’ve been building anticipation toward a moment in time when the outside of our aircraft reflects the progress we’ve made to modernize our airline on the inside,” said Tom Horton, American’s Chairman and CEO. “While we complete the evaluation of whether a merger can build on American’s strengths, we remain steadfast in each step we take to renew our airline, a step we take with great respect for our name American.  Today marks important progress in that journey as we unveil a new and updated look for the first time in more than 40 years.”

Clearly, this is retail therapy at its best.

American is rationalizing the re-painting/branding of its planes based on the plans for new aircraft made of new composite materials that must be painted—unlike the raw, polished metal look of its old branded look. Silver mica paint was chosen as a way to maintain the “silver heritage” of that polished metal.

“Our new logo and livery are designed to reflect the passion for progress and the soaring spirit, which is uniquely American,” said Virasb Vahidi, American’s Chief Commercial Officer. “Our core colors — red, white and blue have been updated to reflect a more vibrant and welcoming spirit. The new tail, with stripes flying proudly, is a bold reflection of American’s origin and name. And our new flight symbol, an updated eagle, incorporates the many icons that people have come to associate with American, including the ‘A’ and the star.”

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