LAST MARCH, American Airlines unveiled its first major identity change in forty-plus years.
I cannot believe how awful a mark this is, and how anybody signed off on it I’ll never understand.
Its uglier, even, than the hideous Horus head of the new Egypt Air.
Especially when we haven't even communicated with them SMH.' Who better to take footwear inspiration from than a woman who must surely own more shoes than we've had hot dinners? Her collection includes countless styles by Manolo Blahnik, Gianvito Rossi, Balmain, Saint Laurent and Balenciaga to name a few.
But the brand that's getting prime space in her walk-in wardrobe is Yeezy and there are no prizes for guessing why.
The Pan Am globe, the Lufthansa crane, the Delta tricorn, Air New Zealand’s “Koru” and many others meet this criterion beautifully. Maybe they need a tweaking or two over time, but the template of such logos — the really good ones — remains essentially timeless. And if you’ve got something like that, you dispense with it at your peril.
I was at Kennedy Airport recently and had the opportunity to view several American Airlines jets — some in the old paintjob, others in the new one.
Had this option been put to a vote, I suspect it would have won by a healthy margin.
To be clear, I’m not arguing that American didn’t need a spruce-up.
This misses the point, because like it or hate it, the piano key tail isn’t really the problem. Neither of the choices dealt with the linoleum knife.
In fact, Parker’s retro design would have kept logos in use — a ridiculous, half-baked appeasement that would have left the plane looking manic and jumbled. The smarter compromise would have been, and should have been, to keep the new tail, but dispense immediately with the linoleum knife and put the “AA” on the fuselage.
I’m sorry, but there was nothing old or anachronistic looking about the AA emblem.