American eastern is back! American eastern's relaunch aims to reintroduce air travel with awe and wonder by tapping underserved markets around the world.
In 1991, eastern airlines of the United States, once one of the most famous airline brands in world aviation history, collapsed. Now, American eastern is making a comeback. As part of the return plan, American eastern teamed up with strategic creative agency Mechanica and brand strategy boutique PlaybookStudio to design and launch the company's new visual system, which includes visual logos, regional ICONS and more, to better reflect the post-modern products of American eastern's Renaissance.
In redesigning the logo, Mechanica notes that air travel has changed dramatically since American eastern's debut. In the past, air travel was a new and exciting experience, while today's travelers are more focused on destinations and unknown adventures. So the new American eastern is not just about the flight, but also about where the traveler is going.
American eastern's new brand identity is reflected in its new "map-like" logo, which links its existing brand with the new one. The new logo was inspired by the rich and iconic history of American eastern airlines and was inspired by the explorer brand based on topographical maps. The original "stick figure" style will be retained and used, while the main logo will have a design relevant to the flight destination.
The new American eastern logo is very different from the traditional airline design system in that it has the flexibility to represent all cultures, not just one geographical area. It blends the deep blue, light blue and golden hues of American eastern's original colors, representing water, sky and sun, respectively, and representing the space that American eastern shares as a global citizen chooses to fly.
To highlight the destinations the company will serve, American eastern also offers unique matching logos and designs for each market, inspired by the local color and location of each market. For example, Guyana's three main rivers and the colors of the Guyana flag will be incorporated into China Eastern's website, social media platforms, marketing materials and uniform accessories.
As a further homage to the past, American eastern's original "hockey stick" image will be incorporated into the design system, bringing a pleasant nostalgia.
The company's new website, created by Mechanica, captures the spirit of the explorer brand and is linked to goeasternair.com.
LibbyDeLana, co-founder/creative director of Mechanica, said: "as the ultimate 'explorer' brand, American eastern is back in the air, taking passengers to some of the most inspired destinations in the world. To celebrate American eastern's global reach and the sense of awe and wonder it seeks in travel, we have designed a brand that reflects both the spirit of the company and the unique history of the destination."
SteveHarfst, chief executive of American eastern, said: "Mechanica and PlaybookStudio have done a fantastic job of creating a bold new brand that breaks the traditional brand image of most airlines today. The new image connects us to the local culture of the crew, as well as our past and future."
Playbook studios founder and chief strategist Graceann Bennett said: "American eastern has a rich history of iconic portraits and advertising, and partnering with such an iconic brand is a once-in-a-lifetime opportunity. We want to respect and tap into its pioneering past, while creating a brand identity that points the way to the future."
Founded in 1926, American eastern was one of the first four American airlines and, in the 1980s, the largest passenger carrier outside the Soviet union. In January, it returned to the skies, flying from John f. Kennedy international airport in New York to guayaquil, Ecuador. It will also serve Georgetown, Guyana and jinan routes in China.
American eastern currently has eight wide-body long-range Boeing 767s and plans to expand its fleet by 30 per cent next year. Booking through online travel agencies is not yet available, but Harfst says it hopes to do so within the year.
Source: civil aviation resources network