American Presents a New Look

American Airlines has introduced new graphic and text elements that will appear in all its print advertising globally.

The Fort Worth, Texas-based carrier said its advertising has had a “lack of consistency” that will be reversed by these new components, which include Helvetica as the primary typeface and a “monogram” in the shape of an airplane’s nose and cockpit.

That graphic will point to important information in an ad, according to Temerlin McClain in Irving, Texas, the carrier’s lead agency that designed the elements.

Stephen Schlachter, American’s manager of worldwide advertising and promotions, said variations were particularly rampant in ads appearing in Europe, South America and even for the company’s domestic trip-planning unit, American Airlines Vacations.

Schlachter said the move toward consistency is part of a brand review the carrier began last summer, which was stalled following the events of Sept. 11, 2001.

“This is a way of presenting ourselves to the public as clearly and efficiently as we can,” he said.

The new elements began running in regional ads last week.

The airline consolidated its ad-vertising account at Temerlin earlier this year.