American Airlines, Inc. (AA) is a major United States airline headquartered in Fort Worth, Texas, within the Dallas-Fort Worth metroplex. It is the world's largest airline when measured by fleet size, revenue, scheduled passengers carried, scheduled passenger-kilometers flown, and number of destinations served. American, together with its regional partners, operates an extensive international and domestic network with an average of nearly 6,700 flights per day to nearly 350 destinations in more than 50 countries.
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Traditionally, many style guides define components as atomic components, which are then used to build more complex molecules. In theory, this works well to create coherent and flexible systems. In practice, however, what often happens is that these re-usable atoms are used many different ways, allowing all kinds of molecules to be created. Again, this opens the door for all kinds of disjointed experiences and makes the system harder to maintain.
In January 2013, American launched a new rebranding and marketing campaign dubbed, "The New American". In addition to a new logo, American Airlines introduced a new livery for its fleet. The airline calls the new livery and branding "a clean and modern update". The current design features an abstract American flag on the tail, along with a silver-painted fuselage, as a throw-back to the old livery. The new design was painted by Leading Edge Aviation Services in California. Doug Parker, the incoming CEO indicated that the new livery could be short-lived, stating that "maybe we need to do something slightly different than that ... The only reason this is an issue now is because they just did it right in the middle, which kind of makes it confusing, so that gives us an opportunity, actually, to decide if we are going to do something different because we have so many airplanes to paint".