American Airlines unveils new logo

Airline is buying $40 billion in new airplanes

MIAMI – American Airlines unveiled a new logo on Thursday as it continues merger talks with U.S. Airways.

The release of the new logo is just one part of American's effort to re-brand the entire airline.

"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."

The airline has also purchased $40 billion worth of new airplanes, including dozens of brand new 737s from Boeing in Seattle.

The airline is also buying 757s, 767s, 777s and 787s.

Once those aircraft are in place, American says it will have the youngest fleet of any airline.

American says, "Building upon our iconic image, the painted silver fuselage of our new livery honors our ‘silverbirds,' while the design of the logo and tail reflect the spirit of modern America: innovative, progressive and open to the world."

"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."

It's unclear how much American is spending on its re-branding.

"Marketing is essential to any company," said spokeswoman Martha Pantin. "It will take some time. As we have deliveries of our new planes this year, they will all have the new logo."

American says the new logo is on the screens of the self-service terminals at Miami International Airport, although Local 10 was unable to find any.

Whether the new logo will change the mind of customers is yet to be determined.

"It doesn't matter what's spray painted on the outside. I want a cheap ticket and a safe flight," said Scott Houser.

American Airlines is the fourth largest private employer in Miami-Dade County with 9,000 workers.

If American merges with U.S. Airways, they would form the world's largest airline.