online: american airlines rebranding

© american airlines - a boeing 777-300er in the airline's sexy new livery

founded in 1930, american airlines is one of the longest operating airlines in the united states. serving 260 domestic and international destinations from its five u.s. hubs, it's also one of the country's major carriers. 2012 was a turbulent year for the airline, being severely hampered by an ongoing labour dispute, various in-flight and ground incidents, and the obvious bad rap that comes with it. now shaking up the ranks and cleaning up its act, american airlines has also launched a striking new identity - for the first time in 40 years - that reflects this upbeat shift. designed by new york-based ad agency futurebrand, the livery of american's fleet will see an update that we totally dig. the classic logo designed by massimo vignelli is replaced with a dashing 3d 'flight symbol’ that features an eagle in red, white and blue, a colour combination that's widely acknowledged as uniquely american airlines. the airplane tale is adorned by a modern interpretation of the star-spangled banner, yet one that leaves out the stars and emphasizes the bold stripes instead. view the video below to hear what the airline and agency have to say about the rebranding.