The Air Transport Association of America, the trade organization for airlines in the United States, rebranded yesterday, December 1, and became Airlines for America (A4A), shedding a name it had used since its foundation in 1936. It also adopts the tagline "We Connect the World" and a new symbol made up of five planes in different colors that form a star.
The visual identity was developed by Pentagram (perhaps under the creative leadership of Michael Bierut, who is quoted in the press release).
From the press release:
The previous symbol was launched in the early 1990s, although the typeface was introduced later on.
- New name: “Airlines for America” represents the association’s membership and mission as advocates for the American airline industry and its passengers. A4A’s members move about 2 million passengers and 50,000 tons of cargo every day and commercial aviation is the third-largest sector contributing to the U.S. economy.
- New tagline: “We Connect the World” represents that A4A’s members have a vital network that connects the U.S. economy to the global marketplace. “Commercial aviation drives more than 10 million U.S. jobs and more than $1 trillion a year in economic activity and 5 percent of U.S. GDP,” Calio said.
- New visual identity: The new logo of five connected aircraft shows the unity of America’s airlines in their shared goal of being global models of safety, customer service and environmental responsibility.
The ATA has published all its historical annual reports on its website, dating back to 1937. This allows us a glimpse into how the association's visual identity has developed through the years.
|Probably the first symbol, appearing in the first report from 1937 and into the 1940s. It depicts the Wright Brothers National Memorial. The quote "Achieved by Dauntless Resolution and Unconquerable Faith" also appears at the memorial.|
|This symbol was used in various forms in the 1950s and 1960s.|
|Used in the 1970s, 1980s and early 1990s.|
|First appeared in the 1992 report.|
|The current symbol|
Air Transport Association press release