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.
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Previous logo. |
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.
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This symbol was used in various forms in the 1950s and 1960s. |
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Used in the 1970s, 1980s and early 1990s. |
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First appeared in the 1992 report. |
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The current symbol |
Air Transport Association press release
PRNewswire
Politico
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