American Airlines branding (1967)

Heinz Waibl and Massimo Vignelli designed this rendition of the American Airlines logo in 1967. The logo makes use of the simple international (Swiss) Style to convey simplicity and timelessness. The typeface used is Helvetica, and according to some sources, the American Airlines branding helped popularize Helvetica in the United States. 

The words American Airlines are mushed together without a space. Instead, the distinction between the words comes from the contrast of red and blue. The use of red and blue pays homage to the colors of the United States flag. The simplified bald eagle also pays tribute to the U.S.A.'s national identity. The design of the eagle was initially attributed to Vignelli, but the office of Henry Dreyfuss is responsible for the Design. Vignelli refused to draw the eagle he stated: “I wanted the eagle to be real. It has to have every feather. If you do an eagle, do it with the dignity of an eagle. Don’t stylize the eagle and make a cartoon out of it.” Pilots threatened to go on strike because the National Bird was a symbol of the company and the U.S. 

The ethos of the design is that the simplicity would exude timelessness. Helvetica along with the simple symbols that denote the United States make for a profoundly iconic logo. This rendition of the logo stuck around for a long time remaining iconic while other companies rebranded. The logo remained for many years until in 2013 it was changed into a logo by Futurebrand. This change came with lots of controversy it was even called “one of the worst branding decisions ever made” (Writer Alissa Walker). Vignelli was particularly upset stating: "It’s been around for 45 years, the whole world knows it. This is the typical mistake that company presidents make: ‘I’ll change the logo and the company will look new.’ But it’s the same company."

 Logos have become a staple of making brand identities recognizable the logo for American Airlines was reflected from fliers and tickets to uniforms and planes creating a sense of unity and a reliable image for the company.