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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".
Domestic American Airline flights span from coast to coast, and include flights to Alaska, Hawaii, and several United States territories as well. Most American flights arrive and depart from one of several hubs located across the country. The largest hub, by far, is the Dallas-Fort Worth International Airport (DFW), which handles several hundred flights every day. Other hubs for American include Chicago's O'Hare International Airport (ORD), Los Angeles International Airport (LAX), Miami International Airport (MIA), and New York City's John F. Kennedy International Airport (JFK). They also consider New York's LaGuardia Airport (LGA) as a focus city, with more flights on the schedule to more destinations than a typical city would have, for the benefit of business travelers looking for tickets into the Big Apple.
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