A new identity for American Airlines

Client

American Airlines for Ink Global

Brief

Completely reinvent American Way, Nexus and Celebrated Living; the inflight magazines and apps for the world’s largest airline.

Approach

With a readership of nearly 200m people, American Way is the world’s longest standing and most famous inflight magazine. A brand new logo was created and the title repositioned. This generated a high-end feel better suited to the wealth and of the American audience but without sacrificing any accessibility that the brand reach demanded.

The luxury quarterly Celebrated Living was similarly treated for American Airlines’ first class passengers, along with Nexos, the dual language title for the South American routes.

The sales comms were completely overhauled, the app redesigned under the Magplus platform, and a new art director recruited to work out of the Dallas office.

Outcomes

Winning the American account has cemented Ink Global’s position as the world’s pre-eminent travel media company. Winning new US accounts such as Amtrack have followed, along with yet more awards.

The app, designed under Magplus
Dave Grohl on the cover of the relaunch issue, shot by Andrew McPherson in LA
Contents
Before and after
New logo
Development cover
New logo
The whole portfolio
In situ!