American to Unveil New Look Soon? - NBC 5 Dallas-Fort Worth

Coverage of the merger between American Airlines and US Airways

American to Unveil New Look Soon?



    AMR CEO Tom Horton sent a letter to employees Wednesday that spoke of a possible merger as well as a "new look at feel very soon." (Published Wednesday, Jan. 16, 2013)

    The changes ahead for American Airlines include a new look.

    Employees told NBC 5 on Wednesday that there is buzz that the new look of the airline could come as early as Thursday.

    The change to the Fort Worth-based airline's stripes is the first change in more than 40 years.

    American CEO and Chairman Tom Horton said in a letter to employees that "... our company will very quickly begin to look and feel very different -- both inside and out. We will be sharing more information about the new look and feel very soon."

    The airline has to update its livery from its iconic silver fuselage because new aircraft that American has on order are made of composite materials instead of aluminum.

    There could be other reasons to update its look, as well.

    Jeff Millet, who runs an ad agency in Dallas, said companies rebrand for many reasons.

    "If it's a new day and they are restructured, re-imagined, reinvented, they certainly want their customers to know that," he said.

    Millet adds that the timing may suggest that the American brand is here to stay.

    "That may be part of the plan in the merger -- to retain the American Airlines brand, to build that and go forward," he said.

    Horton said in his letter that the company is still evaluating a potential merger with US Airways.

    "As you know, we are completing our evaluation of whether a merger is the right step for American at this time," he wrote.

    NBC 5's Ray Villeda contributed to this report.

    American Airlines Merger:
    Complete coverage of the merger between American Airlines and US Airways into the newly-formed Fort Worth-based company, American Airlines Group (AAL). Click here for more.