New American Airlines Logo Triggers Ire and a Sense of Déjà Vu

Paint job shows that brands that scrap a classic look do so at their peril

When American Airlines unveiled its new logo and plane livery yesterday with the usual PR bravado (“Our new logo and tail reflect the spirit of America: innovative, progressive and open to the world,” read the tweet), one could only hope that the marketing department had its seats buckled and in the forward position. The public response to the design change—the brand’s first in four decades—has been, well, turbulent.