American also plans to increase service from its largest hub at DFW. As announced in March, the airline reached a lease agreement with the airport resulting in 15 new regional gates after renovating the Terminal E satellite, which is scheduled for completion during the summer of 2019. As part of the expansion, American will add new service to Valley International Airport (HRL) in Harlingen, Texas, beginning March 3, and launch seven additional domestic routes from DFW:


Prior to beginning this design sprint, we had already created a basic style guide, that we called the foundation. This foundation loosely defined our typography, colors, icons, spacing and information architecture. The foundation proved essential for guiding our work in a unified direction while allowing room for us to individually explore creative design solutions. This way we felt that we were all working together, towards the same idea. Reviewing our collective work at the end of each day, we began to see patterns emerge. We course-corrected when necessary, and started defining our standardized components.
In the late 1960s, American commissioned designer Massimo Vignelli to develop a new livery. The original design called for a red, white, and blue stripe on the fuselage, and a simple "AA" logo, without an eagle, on the tail; instead, Vignelli created a highly stylized eagle, which remained the company's logo until 2013. In 1999, American painted a new Boeing 757 (N679AN) in its 1959 international orange livery. One Boeing 777 and one Boeing 757 were painted in standard livery with a pink ribbon on the sides and on the tail, in support of Susan G. Komen for the Cure. One Boeing 757 is painted with a yellow ribbon on the tailfin on the aircraft and on the side of the body says "Flagship Freedom". American Eagle, the airline's regional airline has the same special livery on ERJ-145 aircraft.

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Instead of relying on individual atoms, we started considering our components as elements of a living organism. They have a function and personality, are defined by a set of properties, can co-exists with others and can evolve independently. A unified design language should not just be a set of static rules and individual atoms, but an evolving ecosystem.

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