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Bēhance

American Airlines

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  • A redesign that emphasizes the idea of giving direction and making a connection, between the flyer and what is important to them on the other side of the journey.
     
    Components of the graphic identity pull inspiration from directional arrows of a compass, lines and points of intersection, and the elements always move in a swift, upward direction, emphasizing verticality. There are more subtle references to contemporary and traditional "American” heritage, and what that means to us now as a global, diverse community.