This week, American Airlines (AAMRQ) revealed a bold new look for its fleet, retiring a design that hadn’t changed since 1967. (Among others, Twitter didn’t like it.) We caught up with designer Massimo Vignelli, the creator of the airline’s outgoing logo, to ask his opinion.
What do you think of the redesign?
It has no sense of permanence. The American flag is great. I’m designing a logo now for a German company, and I’m using black, red, gold, and yellow. Why? Because national colors have a tremendous equity. They’re much more memorable. It rings the bell of identification. But the American flag has 13 stripes, right? Not 11. Did American add only 11 stripes [to the flag on the tail] because they are in Chapter 11? I don’t think two more stripes would have been a disaster. And there are only two colors shown instead of all three. So is it a different flag?
What about the new logo?
Now they have something other than Helvetica that’s not as good or as powerful. Then they did a funny thing: Some may see an eagle [next to it], some may see something else. And they don’t even say it’s the eagle—they say it could be the eagle.
When we originally designed the logo, I designed without the eagle. They wanted an eagle. I said, “If you want an eagle, it has to have every feather.” You don’t stylize and make a cartoon out of an eagle. Somebody else did the eagle, by the way.
You didn’t design American’s original eagle between the “AA”?
I refused to do it. We started without it, and the pilots threatened to go on strike because they wanted the eagle on American Airlines. There’s always been the eagle. But I wanted the eagle to be real. As a matter of fact, the post office eagle, I think, is terrific. If you do an eagle, do an eagle with the dignity of an eagle. Don’t make Mickey Mouse out of an eagle. That was my theory at the time. The office of Henry Dreyfuss did the eagle. They were hired to do the interior of the planes. They were the office that originally gave us the assignment of the corporate identity. Dreyfuss was the consultant to American Airlines. The eagle was OK. It wasn’t great. I’m not sorry to see the eagle go.
What were you trying to achieve with the original design?
Legibility, which is a very important element of an airplane. So we used Helvetica, which was brand new at the time. And we wanted to make one word of American Airlines, half red and half blue. What could be more American than that? And there were no other logos then that were two colors of the same word. We took the space away, made one word, and split it again by color. It looked great. The typeface was great. We proceeded by logic, not emotion. Not trends and fashions.
What was your reaction when you heard that American was getting a new design?
There was no need to change. It’s been around for 45 years. Every other airline has changed its logo many times, and every time was worse than the previous one. Fifty years ago there were very few logos in general. Somebody started to do logos and people started thinking that logos were important, and now there is a plethora and so many don’t make sense. You see the pages of the sponsors of a concert or an exhibition, and at the bottom there are 50 different logos. It’s ridiculous. A word is so much better.
American Airlines filed for bankruptcy and it’s undergoing a larger rebranding. Couldn’t you make the argument that it’s right to want a new image and identity? That the old look may be somewhat damaged?
This is the typical mistake that company presidents make: “I’ll change the logo, and the company will look new.” What you have to have is a president who knows how to run the company, and in that process knows how to evaluate the brand identity. Otherwise it becomes a wolf camouflaged by sheep. It’s still the same company that’s not going to be successful. They’re not going to solve their problems, they’re just going to increase their costs. As you know, one of the great things about American Airlines was that the planes were unpainted. The paint adds so much weight that that brings an incredible amount of fuel consumption. For some reason they decided to paint the plane. The fact is, weight is weight.
Design is much more profound. Styling is very much emotional. Good design isn’t—it’s good forever. It’s part of our environment and culture. There’s no need to change it. The logo doesn’t need change. The whole world knows it, and there’s a tremendous equity. It’s incredibly important on brand recognition. I will not be here to make a bet, but this [new logo] won’t last another 25 years.