American Airlines

Official Websites

• https://www.aa.com
• https://brand.aa.com
• https://www.aa.com/aadvantage

Brand Guidelines

2015

Brand Summary

Mission

• To create advertising that reflects the new American look, design sensibility, and tone of voice, ensuring all communications are modern, bold, optimistic, and consistent with the brand’s evolution and values [^1].

Core Values

• modern
• bold
• optimistic
• welcoming
• consistent
• flexible
• distinctive
• engaging
• confident
• smart [^2]

Target Audience

• Travelers seeking a modern, vibrant, and welcoming airline experience, including both business and leisure customers, with a focus on those who value comfort, innovation, and global connectivity .

Personality Traits

• confident
• smart
• engaging
• modern

Visual Identity Overview

• The visual identity is built on core elements: a modern logo, AmericanSans typography, a distinctive color palette (blue, dark gray, light gray, white, black, red), and imagery that emphasizes air travel, comfort, and human experiences. The style is clean, professional, and instantly recognizable, with consistent application across all media and touchpoints [^5].

Categories

Brand Imagery

• Imagery is one of the key elements we use to demonstrate the American brand identity. So care must be taken in choosing how we portray the destinations to which we travel, the faces of our customers, the beauty and scale of our aircraft and the subtle interiors of our lounges and planes.
• All images should demonstrate the following brand attributes: Confident Smart Engaging Modern
• Our advertising has many jobs to do but should never lose sight of the fact that every ad contributes to our larger brand identity. So we must be very conscious of what we choose to emphasize when selecting images and/or cropping. Images should always seek to focus on the human experiences that American enables.
• Images should strive to capture a specific natural moment, illustrate interesting or unique perspectives and employ artful cropping. When selecting imagery, use bright, open and uncluttered images. Avoid cliché, trite or overly staged images and stay away from feathering or harsh vignetting. Do not use Clip Art of any kind.
• American is currently building the youngest, most modern fleet among major U.S. airlines, so plane imagery is vital to the brand story.
• All images of American planes should reinforce this narrative. All plane photography should demonstrate that American’s fleet is new, clean, fuel- efficient and technologically advanced.
• Focus on capturing different angles that are dynamic and give a different perspective from what the average person sees. Showcase details of the plane (example: a picture underneath the plane showing its wheels) or the size and scale of the plane.
• Plane images can be cropped as long as care is taken to ensure that the logotype, Flight Symbol and/or livery are not cut off.
• At least one of the livery’s two key design elements (tail or American logotype with the Flight Symbol) must be identifiable/recognizable and in context. Images cannot be cropped to only show a part of the plane that is not easily identifiable.
• The preferred side of the plane is the Starboard side – where the word “American” and the Flight Symbol line up in the traditional fashion.
• The plane cannot be used as an icon or a design element.
• Whenever cropping plane imagery, care must be taken to ensure that the logotype, Flight Symbol and/or livery are not cut off.
• Avoid using images of the plane that are expected or standard. Angles should be refreshing and dynamic.
• Imagery is one of the key elements we use to demonstrate the American brand identity. All imagery must consistently reinforce our brand narrative. Some common misuses of imagery are detailed at right.
• Do not use old or unapproved livery, logos or airport imagery.
• Do not use unnatural, posed portraits.
• Do not use cliché, trite or overly staged imagery.
• Do not use imagery that captures artificial moments.
• When selecting images, it is ideal to use bright and open images that do not require heavy retouching. Obviously, many images may require some retouching to add white space where text and other elements may need to be placed.
• The first thing to note is that white space is not meant to be taken literally; backgrounds could actually be gray or black or another solid color.
• Secondly, it is important that the white space you create feels like it occurs naturally in the image. That is, it should seem as though it is an organic part of the image rather than something added afterward. Avoid harsh lines or obviously vignetted images.
• Do not create harsh vignette.
• Online banners should feature images that utilize the space of the banner. Images should not be small and artificially blended into the background.

Color Palette

• American advertising is comprised of core elements that include the new logo, typography, imagery and color palette. This set of tools has been designed to be flexible and expandable so that it can be innovatively applied across all media. But to effectively define the American brand experience, these core elements must be used consistently across every touch point.
• American advertising relies on a selected brand palette in order to maintain a readily identifiable identity. Typography and all graphical elements, excluding imagery, must align to this palette of colors.
• Always use the exact color values listed. Don’t use color references or values from files that have been converted automatically between color modes, since some software programs don’t always make color conversions that are equal to the specific color values listed in the palette specifications.
• Advertising Color Palette AA Blue: CMYK 100/35/0/0, RGB 0/120/210, Spot Custom PMS 2778 U, Hex Number 0078D2 AA Dark Gray: CMYK 50/28/14/56, RGB 54/73/90, Spot 7545 C 7547 U, Hex Number 36495A White: CMYK 0/0/0/0, RGB 255/255/255, Spot NA, Hex Number FFFFFF AA Gray: CMYK 5/0/0/40, RGB 157/166/171, Spot 429 C 7544 U, Hex Number 9DA6AB Black: CMYK 0/0/0/100, RGB 19/19/19, Spot Black C Black U, Hex Number 131313 AA Red*: CMYK 0/100/75/15, RGB 195/0/25, Spot 200 C 1805 U, Hex Number C30019 * AA Red is used exclusively in online advertising.

Typography

• AmericanSans. Modern. Clean.
• The American typeface is AmericanSans. It is at the heart of American’s identity. Clean, distinctive and legible, it bridges both contemporary and classical qualities.
• Headlines are set in sentence case using correct punctuation and proper nouns.
• Although typically set flush left, headlines can be aligned flush right when the imagery requires. When using flush right headlines, align text to the outer edge of American Airlines in the logo, not the Flight Symbol. Headlines and copy should never be centered.
• Leading or line spacing should always be +2 to the text size when using AmericanSans.
• Headlines are set in AmericanSans Light and AA Dark Gray or White.
• Subheads are set in americansans medium, small caps and in aa blue.
• Or subheads can be set in AmericanSans Regular, sentence case in AA Dark Gray or White for non-transactional ads (i.e., fare/route).
• Always set the tracking on small caps to +75.
• Body Copy is set in AmericanSans Regular and in AA Dark Gray or white. Generally, body copy is half the point size of headlines.
• Example: Text size is 9 pt, the line spacing should be 11 pt.
• Callouts, Brand terms and keywords can be emphasized by setting them in-line in AmericanSans Medium and AA Blue. Example: LGA, Chicago, AAdvantage. If the rest of the copy is reversed out in white, the callouts should be white as well.
• Call to Actions are set sentence case and in the same weight as the body copy. They can be placed in-line or below the body copy paragraph.
• Example: Donate today on aa.com/joinus or aa.com/newplanes or #newplanes
• URLS are set all lowercase and in the same weight as the body copy. They are placed in-line or below the body paragraph.
• Headlines for out-of-home use AmericanSans Regular in white, set in sentence case. Subheads use AmericanSans Medium in all caps. A rule separates the headline from the subhead.
• Headlines are set in AmericanSans Regular in white.
• Set the tracking on subheads from +50 - +70, depending on size and legibility.
• SUBHEADS ARE SET IN AMERICANSANS MEDIUM, ALL CAPS IN WHITE.
• Hashtags are set in AmericanSans Regular and 85% K or White.
• Hashtags are placed next to the oneworld logo. Capitalizing each word and making the font size large increases legibility.
• Headlines are set in AmericanSans Medium in white.
• This is for increased legibility in placements that move (e.g., units with irregular backgrounds such as train wraps) and placements intended to be viewed at a distance.
• Copy is set in sentence case using correct punctuation and proper nouns.
• Headlines are set in AmericanSans Regular and AA Dark Gray or White.
• Subheads/End Frame Subheads are set in americansans medium, small caps and in aa blue.
• Callouts, brand terms and keywords can be emphasized by setting them in-line in AmericanSans Regular or Medium and AA Blue. Or if the rest of the copy is reversed out in white, the callouts should be white as well. Mid-sentence small caps callouts in AmericanSans Medium and AA Blue can be used as an exception in transactional creative only to help it stand out.
• Always set the tracking on small caps to +75. In price point ads, the headline font in the end frame can be AmericanSans Regular in all caps and AA Blue in order to keep the main focus on the price point.
• The use of one type of call-out needs to be consistent across the entire ad –mixed use of lower case and all caps callouts within the same ad unit is not allowed.
• Just as the logo is an expression of the American brand, AmericanSans too should be used in every application. Some common typography misuses are shown here.
• Do not use all caps for headlines. Becoming the new American. Do not use too much leading for headlines. Becoming the new American. Do not under-track headlines.
• Do not set headlines in AmericanSans bold typefaces. Becoming a new American. Do not use too little leading for headlines. Becoming the new American. Do not underline headlines.
• Do not add drop shadows to text. Becoming the new American. Do not use centered text for headlines. Becoming the new American. Do not use italicized headlines.

Logo Usage

• The American Airlines logo is the signature of the new American identity. It is modern and simple, yet instantly recognizable. Because it is such a highly visible brand asset, it is vital that it is always applied consistently in whatever kind of advertisement it appears.
• The full American Airlines logotype with Flight Symbol is the only variation of the logo permitted to appear on paid advertisements. Do not use the abbreviated American logo for paid ads.
• The horizontal, positive logo is the preferred logo to use on all ads. The vertical, stacked logo can also be used, but only if it increases legibility in out-of-home or digital environments.
• To protect the clarity and visual integrity of the logo, always maintain proper clearspace around it. This prevents the logo from getting crowded by images, text or other graphics, which can lessen its impact and its visibility.
• The minimum clearspace is derived from X, which is measured as the height of the Flight Symbol. Clearspace should always be a minimum of 1X on the left and right sides of the horizontal logo while the top and bottom space measures .5X or ½ X.
• Clearspace requirements are the same for all horizontal variations.
• The stacked logo is used in digital or out-of-home environments to increase legibility when needed.
• The minimum clearspace is derived from X, which is measured as the height of the Flight Symbol. It is preferred for clearspace around the stacked logo to be a minimum of .5X or ½ X.
• There are two versions of the American Airlines logo. The Primary and the Alternative Beak.
• Each set of logos has a positive and reverse option for light and dark backgrounds.
• The Primary set should always be the first option for use in a layout. However, in circumstances when the beak of the Flight Symbol does not have sufficient contrast to stand out from the background, the Alternate Beak version should be used.
• The Alternate Beak version of the logo has lighter, more solid coloring to stand out on more medium-value colored backgrounds.
• Do not use busy images of clouds.
• The Flight Symbol must have sufficient contrast from the background, otherwise the Alt. Beak lockup should be used.
• Do not use threatening images of clouds.
• The logo is a unique expression of the American brand. To maintain its effectiveness, care must be taken to ensure correct and consistent use in every application. Some common logo misuses are shown here. These same principles of use apply to all configurations and variations of our portfolio of logos.
• Do not use the logotype without the Flight Symbol.
• Do not change the logotype colors.
• Do not change the font of the logotype.
• Do not change the colors of the Flight Symbol.
• Do not place the logo over busy backgrounds that compromise the logo.
• Do not rearrange the logo components.
• Do not skew or distort the logo in any way.
• Do not place the logo in holding shapes.
• Do not add drop shadows or special effects.
• Do not use the abbreviated American logo for paid ads.
• Do not add any additional text or taglines to the logo.

Tone And Messaging

• American’s advertising builds upon our iconic image while still reflecting our more modern, vibrant and welcoming spirit. So the American brand has to be much more than a logo on a page. It’s the words that you choose, the type you select and the colors, graphics and imagery that you use to communicate.
• As we continue to modernize, so too should our advertising, with fresh, bold, optimistic communications. By using our new branding elements and applying them directly to our advertising, we can create advertising that reflects the new American.
• American advertising is comprised of core elements that include the new logo, typography, imagery and color palette. This set of tools has been designed to be flexible and expandable so that it can be innovatively applied across all media. But to effectively define the American brand experience, these core elements must be used consistently across every touch point.
• Our advertising has many jobs to do but should never lose sight of the fact that every ad contributes to our larger brand identity. So we must be very conscious of what we choose to emphasize when selecting images and/or cropping. Images should always seek to focus on the human experiences that American enables.
• Images should strive to capture a specific natural moment, illustrate interesting or unique perspectives and employ artful cropping. When selecting imagery, use bright, open and uncluttered images. Avoid cliché, trite or overly staged images and stay away from feathering or harsh vignetting. Do not use Clip Art of any kind.
• Imagery is one of the key elements we use to demonstrate the American brand identity. All imagery must consistently reinforce our brand narrative. Some common misuses of imagery are detailed at right.
• Do not use old or unapproved livery, logos or airport imagery.
• Do not use unnatural, posed portraits.
• Do not use cliché, trite or overly staged imagery.
• Do not use imagery that captures artificial moments.

Visual Style

• American advertising is comprised of core elements that include the new logo, typography, imagery and color palette. This set of tools has been designed to be flexible and expandable so that it can be innovatively applied across all media. But to effectively define the American brand experience, these core elements must be used consistently across every touch point.
• Logo
• Typography
• Imagery
• Color
• AmericanSans. Modern. Clean.
• The American Airlines logo is the signature of the new American identity. It is modern and simple, yet instantly recognizable. Because it is such a highly visible brand asset, it is vital that it is always applied consistently in whatever kind of advertisement it appears.
• The full American Airlines logotype with Flight Symbol is the only variation of the logo permitted to appear on paid advertisements. Do not use the abbreviated American logo for paid ads.
• The horizontal, positive logo is the preferred logo to use on all ads. The vertical, stacked logo can also be used, but only if it increases legibility in out-of-home or digital environments.

Layout And Composition

• Logo Clearspace To protect the clarity and visual integrity of the logo, always maintain proper clearspace around it. This prevents the logo from getting crowded by images, text or other graphics, which can lessen its impact and its visibility. The minimum clearspace is derived from X, which is measured as the height of the Flight Symbol. Clearspace should always be a minimum of 1X on the left and right sides of the horizontal logo while the top and bottom space measures .5X or ½ X. Clearspace requirements are the same for all horizontal variations.
• The stacked logo is used in digital or out-of-home environments to increase legibility when needed. The minimum clearspace is derived from X, which is measured as the height of the Flight Symbol. It is preferred for clearspace around the stacked logo to be a minimum of .5X or ½ X.
• To ensure logo placement is consistent across print executions, a rule of thirds should be applied to each layout. The rule of thirds is a simple, but effective grid that when applied to a layout helps maintain consistent and proportional elements. The rule of thirds is based on a three-column by three-row layout grid. Always place the logo in the far right column of the page. By applying this rule to guide logo placement, we will also maintain a healthy minimum size while reinforcing the momentum of the logo. For a multiple page spread, the rule of thirds makes the logo disproportionately small. Instead, use a two-row grid which will enlarge the logo to half the width of the page. Refer to the example on 2.04.
• While the preferred size of the logo is the width of the far right column, exceptions may be made in selected circumstances— particularly in digital formats. If the logo is illegible when sized at one third of the grid, it should be enlarged to two thirds. If it is still illegible, it can be further enlarged to the full width of the grid. If the horizontal logo is difficult to read even at full width (specifically in skinny vertical units), the stacked logo may be used. If the horizontal dimension of the ad unit is much larger than the vertical dimension, and applying the rule of thirds will cause the logo to interfere with other elements of the layout, it is permissible to reduce the logo to one fourth of the horizontal space.
• The rule of thirds does not always apply to out-of-home layouts. The goal in this instance is to make the logo large enough in the space to be legible but not interfere with the content of the out-of-home messaging. Please use these out-of-home examples as a guide.
• Margins should have a minimum of 20 px clearance space from the edge of a layout. This is required to create consistency and to allow banners accommodate any outside element that online publishers may require. 20 px margins are the minimum requirement for banners, 300 x 250, or larger. Smaller units like the 180 x 150, 160 x 600 and the 728 x 90 can adjust to 15 px margins.
• All banners require a 1 px. AA Dark Gray key-line frame. 3 px, solid AA Blue borders. can also appear on the left and right edges of the banner.
• Do not add a gradient to the blue borders. Blue borders are always a flat color.
• When creating a spread, each page should use its own grid. The logo is always located at the top right of the spread. For a multiple page spread, the rule of thirds makes the logo disproportionately small. Instead, use a two-row grid which will enlarge the logo to half the width of the page.
• Due to the irregular size and placement of out-of-home advertising, please be mindful and take into consideration an ad’s context when selecting imagery and typography in layouts. If airplane images are used, they should not be flying ‘into’ anything, whether a bus or a building etc.

Livery Guidelines

• Plane images can be cropped as long as care is taken to ensure that the logotype, Flight Symbol and/or livery are not cut off.
• At least one of the livery’s two key design elements (tail or American logotype with the Flight Symbol) must be identifiable/recognizable and in context. Images cannot be cropped to only show a part of the plane that is not easily identifiable.
• The preferred side of the plane is the Starboard side – where the word “American” and the Flight Symbol line up in the traditional fashion.
• The plane cannot be used as an icon or a design element.
• Whenever cropping plane imagery, care must be taken to ensure that the logotype, Flight Symbol and/or livery are not cut off.
• Avoid using images of the plane that are expected or standard. Angles should be refreshing and dynamic.
• Do not use old or unapproved livery, logos or airport imagery.

Music And Sound Design

• Information TBD. Music and Sound Design may be based on brand guidelines and Tone of Voice.

Legal Copy Guidelines

• Legal copy should not detract from the main image of an ad and should be as inconspicuous as possible.
• Legal copy is vertically aligned with the center of the oneworld logo and placed flush left at the bottom of the ad. It’s also allowed to run up the side of an ad if it is short and would detract from the image.
• In some cases, the legal copy may need to meet specified standards of a printer or format. An example of this is printing on newsprint or on a digital display. In these instances, AA Dark Gray is acceptable.
• In instances where the legal copy is longer than 3 lines or interferes with important aspects of the image, it is permissible to place the legal in a white frame under the image.
• When the legal is placed in white frame, the oneworld logo should remain on the image, separated from the legal copy.
• Legal copy should be AA Light Gray or AA Gray. It should only be reversed in white if it is totally illegible in gray. It should also be a minimum type size of 5 pts or the legal type size required by region/country.
• When possible legal copy should align with the center of the oneworld logo and placed flush left in the ad.
• Legal copy should be AA Light Gray, AA Gray or reversed in White. It should also be a minimum type size of 5 pts.
• Legal is also allowed to run up the side of an add if it is short and detracts from the image.
• Framing the image is also allowed when using Joint Business lockups that interfere with the image.
• Legal should be flush right to line up with the oneworld logo.
• Do not squeeze the legal copy into the white frame. Even though that may be smaller, it creates visual clutter that will take away from the openness and lightness of the layout. The legal should have a minimum of two lines worth of clearance on all sides to allow the legal to breathe.

Partnership Guidelines

• Partnership logos should not be locked up with the American Airlines logo and should never be more dominant than the American Airlines logo.
• Partner logos should be positioned next to the oneworld logo whenever possible. However, if the partner’s minimum size requirement and guidelines for their logo do not allow for this, they should be incorporated as part of the paragraph or headline copy.
• See page 2.19 for partnership advertising examples.
• There are instances when American Airlines will run an ad along with a partner. In this instance, partner logos are positioned next to the oneworld logo whenever possible. However, if the partner’s minimum size requirement and guidelines for their logo do not allow for this, they are incorporated as part of the paragraph or headline copy.
• In digital panes ads, the bottom pane is dropped to make room for the partner logo.

Price Point Guidelines

• All price points must align to approved standards. If editing a template, follow these rules to ensure all price point advertising will appear consistently:
• Price copy should be AmericanSans Light in AA Blue. The dollar sign ($) is a medium weight.
• Price point descriptors are set in AmericanSans Medium and AA Light Blue. If more description is required, it should be placed under the Round Trip descriptor and set in AmericanSans Regular and AA Gray.
• Price point descriptors should be a minimum of 5 pt.
• Secondary callouts (if necessary) are set in AmericanSans Medium,in AA Blue small caps and tracked out to +75 pts.
• Price point headline copy should conform to the same standards as subheads: AA Blue, small caps, and +75 point tracking.
• Rules are .25 pt and AA Gray. Or if on a dark background .25 and White.
• Copy should be set in sentence case, AmericanSans Light, and colored AA Dark Gray.
• Price points are set in AmericanSans Light and descriptors are set in AmericanSans Medium. Both are AA Blue. If more description is required, it should be placed under the Round Trip descriptor and set in AmericanSans Regular and AA Gray.
• Buttons should lock up to the right of the price point whenever possible. Buttons can lock up below the price point for certain layouts.
• Price point terms and conditions should be placed at the bottom of a unit in AA Gray or in close proximity to the price.
• All price points must align to approved standards. Spacing between lines of the template will need to tighten to fit within the Panes template.
• Follow these rules to ensure all price point advertising will appear consistently:
• Headlines should be set in all caps, AmericanSans Light, and colored AA Blue. Subheads are all caps, AmericanSans Medium, and colored AA Blue.
• Price point headlines should be set in all caps, AmericanSans Light, and colored AA Dark Gray.
• Price points are set in AmericanSans Light and AA Blue.
• Price point terms and conditions should be placed in close proximity to the price.
• CTA copy should be set in all caps, AmericanSans Medium, and white.
• Margins should have a minimum of 20 px clearance space from the edge of a layout. This is required to create consistency and to allow banners accommodate any outside element that online publishers may require.
• 20 px margins are the minimum requirement for banners, 300 x 250, or larger.
• Smaller units like the 180 x 150, 160 x 600 and the 728 x 90 can adjust to 15 px margins.
• All price points must align to approved standards. The following are examples of how to treat price points with various information.

Online Guidelines

• AA Red is used exclusively in online advertising.
• All price points must align to approved standards. If editing a template, follow these rules to ensure all price point advertising will appear consistently: Price point headline copy should conform to the same standards as subheads: AA Blue, small caps, and +75 point tracking. Rules are .25 pt and AA Gray. Or if on a dark background .25 and White. Copy should be set in sentence case, AmericanSans Light, and colored AA Dark Gray. Price points are set in AmericanSans Light and descriptors are set in AmericanSans Medium. Both are AA Blue. If more description is required, it should be placed under the Round Trip descriptor and set in AmericanSans Regular and AA Gray. Price point descriptors should be a minimum of 5 pt. Buttons should lock up to the right of the price point whenever possible. Buttons can lock up below the price point for certain layouts. Price point terms and conditions should be placed at the bottom of a unit in AA Gray or in close proximity to the price.
• Margins should have a minimum of 20 px clearance space from the edge of a layout. This is required to create consistency and to allow banners accommodate any outside element that online publishers may require. 20 px margins are the minimum requirement for banners, 300 x 250, or larger. Smaller units like the 180 x 150, 160 x 600 and the 728 x 90 can adjust to 15 px margins.
• When communicating online, advertising falls into two categories: Brand/Product and Transactional. To emphasize this difference, it is preferred that Brand statements use an AA Blue colored button while Transactional ads use a button colored AA Red. However, a red button may be used outside of transactional advertising whenever a blue button doesn’t stand out enough from a darker background. All buttons must conform to approved shape and configurations. They should never be longer than the American logo. The type inside the button is AmericanSans Bold set in small caps and tracked out to +75 pts. Web banners require a 1 px. AA Dark Gray key-line frame. 3 px, solid AA Blue borders. can also appear on the left and right edges of the banner. Do not add a gradient to the blue borders. Blue borders are always a flat color.
• Every banner should incorporate some element of eye- catching movement, even if still imagery is used. The oneworld logo should fade in with the call - to - action button. However, if the ad message is about oneworld, the oneworld logo should animate in at the same time as the claim copy. Buttons can manifest a soft glow as a final call to action.
• “Panes” is an interactive design system developed to be more dynamic than Standard templates with the goal of breaking through the clutter of external, third-party and paid environments. It echoes the new American Livery and brand language. Panes allows American’s online communications to stand out as dynamic, energetic and modern. *Design concepts beyond Panes and the Standard template may be approved by Advertising clients, but these would qualify as exceptions and are for specific campaigns only.
• When the end frame of a video features a URL, it always appears lowercase (e.g., aa.com/xxxx). Proper placement of the URL, oneworld logo and any hashtag is illustrated in Animation One or Animation Two. Specifications for exact placement differ based on screen size. However, this placement is designed to accommodate center–cut TV safety margins. The diagram in Animation Three demonstrates where the full logo fades in over the image, along with the proper placement of the URL and oneworld logo. End frames do not have to follow rule of thirds and other scaling guidelines.
• The oneworld logo is required on all paid advertising, with size exceptions for the following select online/digital circumstances. In these examples, the American Airlines to oneworld logo proportion changes to allow for legibility and white space. Exceptions and notes: The oneworld logo on the 160 x 600 px unit, is 125% larger than the Flight Symbol. For the 728 x 90, the oneworld logo is scaled 80% of the Flight Symbol. If the unit is so small that at the correct scale, the oneworld logo becomes smaller than minimum 35 pixels tall, the oneworld logo becomes more dominant than other main ad components (American Airlines logo, CTA Button, etc.), or if there is no longer room to include the required clearspace around both the American Airlines and oneworld logos, the oneworld logo is omitted due to size constraints.
• Animated online advertising uses these six foundational elements. The logo is present at the beginning of the ad. Refer to pages 1.05 and 1.06 for more info. Headlines are set in AA Dark Gray or white and in this example flush left, with AmericanSans Medium, AA Blue or white callouts. The image is open and has space for typography, then fades to white. The button fades in after the body copy at the final frame. The oneworld logo is aligned with the American logo and fades in with the CTA button. The oneworld logo animates in with claim copy if the message is about oneworld. Legal copy goes at the bottom of the online banner. All banners require a 1 px. AA Dark Gray key-line stroke.
• The logo is present at the beginning of the ad. Refer to pages 1.05 and 1.06 for more info. Headlines are set in AA Dark Gray or white and in this example flush left, with AmericanSans Medium, AA Blue or white callouts. The image is open and has space for typography. The button fades in after the body copy, in the final frame. The oneworld logo is aligned with the American logo and fades in with the CTA button. The oneworld logo animates in with claim copy if the message is about oneworld. Legal copy goes at the bottom of the online banner. All banners require a 1 px. AA Dark Gray key-line stroke.
• Vertical formats: The logo is present at the beginning of the ad. Refer to pages 1.05 and 1.06 for more info.. Headlines are set in AA Dark Gray or white and either flush left or right, with AmericanSans Medium, AA Blue or white callouts. The image is open and has space for typography, then fades to white. The button fades in after the body copy in the final scene. The oneworld logo is aligned with the American logo and fades in with the CTA button. The oneworld logo animates in with claim copy if the message is about oneworld. Legal copy goes at the bottom of the online banner. All banners require a 1 px. AA Dark Gray key-line stroke.
• Static units for mobile and tablet ads use the fundamental elements from other online advertising. The oneworld logo and 15 px border does not apply in the 320 x 48, 216 x 36 and smaller sized units due to space limitations. All banners require a 1 px. AA Dark Gray key-line stroke.
• Animation: Global Intro The American logo should not be moved from set template position. The logo transitions off along with the panes during the opening animation. Animation and Messaging This is the most flexible sequence of the design, allowing for unique imagery, messaging and animations. The American logo is revealed, set in place. Full Transition In this sequence, the panes fill the entire frame, clear the messaging and then retreat, revealing final messaging and the American logo set in place. Final Messaging In this sequence, additional messaging, and/or blue subhead messaging, when applicable, fades in. The panes transition in partially (about a quarter) up the frame. The bottom pane will have the oneworld logo on it. End-Frame and CTA The red CTA button to slide on screen. The red CTA button has an initial shine animation and grows on hover. Messaging: Copy AA Dark Grey American Sans Regular–20 pt/22 pt Subhead AA Blue with +10 tracking American Sans Medium – 19 pt/21 pt Button Always red, and will expand upon hover; should not be more than 10–12 characters. Logo Present on all frames.
• If there is an ad unit with little copy, panes and the CTA button can be raised up slightly to reduce the amount of white space. Panes should never be taller than 150 px.
• If you have questions about how to apply these guidelines, need assets, or wish to request an exception to one of these rules, please contact the Advertising Team at brand.aa.com.

Print Guidelines

• Basic print advertising uses four of the foundation elements. In this example, they are aligned on a rule of thirds grid.
• The logo is always located at the top right of the layout.
• Headlines and body copy are set in AA Dark Gray and in this example flush left.
• The image has been retouched to create an open space for the typography.
• oneworld logo is aligned according to the American logo.
• oneworld JB lockup is aligned in the white frame according to the American logo. See page 1.18 for reference.
• Headlines and body copy are reversed in white and, in this example, flush left.
• When creating a spread, each page should use its own grid.
• The logo is always located at the top right of the spread. For a multiple page spread, the rule of thirds makes the logo disproportionately small. Instead, use a two-row grid which will enlarge the logo to half the width of the page.
• Headlines and body copy are reversed in white and in this example flush left.
• Subheads are set in sentence case for magazine and other longer view mediums. Type is in AA Dark Gray and in this example flush left.

Out Of Home Guidelines

• The vertical, stacked logo can also be used, but only if it increases legibility in out-of-home or digital environments.
• The rule of thirds does not always apply to out-of-home layouts. The goal in this instance is to make the logo large enough in the space to be legible but not interfere with the content of the out-of-home messaging.
• Please use these out-of-home examples as a guide.
• Headlines for out-of-home use AmericanSans Regular in white, set in sentence case. Subheads use AmericanSans Medium in all caps. A rule separates the headline from the subhead.
• Leading or line spacing should always be +2 to the text size when using AmericanSans.
• Headlines are set in AmericanSans Regular in white.
• Set the tracking on subheads from +50 - +70, depending on size and legibility.
• SUBHEADS ARE SET IN AMERICANSANS MEDIUM, ALL CAPS IN WHITE.
• Hashtags are set in AmericanSans Regular and 85% K or White.
• Hashtags are placed next to the oneworld logo. Capitalizing each word and making the font size large increases legibility.
• Headlines are set in AmericanSans Medium in white. This is for increased legibility in placements that move (e.g., units with irregular backgrounds such as train wraps) and placements intended to be viewed at a distance.
• Our out-of-home advertising adheres to nine core elements. The bold blue sky background paired with our striking plane tail make our ads easily identifiable in any placement.
• The logo is always located at the top right of the layout. Horizontal logo is preferred.
• Headlines are as concise as possible for legibility. Headline copy is white AmericanSans Regular and as large as possible.
• The rule line is centered vertically between the headline and subhead. It extends as far as the length of the headline or subhead line directly adjacent to it, whichever is longer.
• The subhead copy is all caps, white and set in white AmericanSans Medium at +60 point tracking. Subheads are as large as possible.
• This tail is used on most out-of-home.
• Clouds anchor the bottom of the ad.
• The oneworld logo is aligned according to the American logo.
• The hashtag aligns with the oneworld logo. It should be 85% K and set in AmericanSans Regular. It should be separated from the oneworld logo so it doesn’t appear to be a logo lock-up.
• The sky background moves from dark blue at the top of the ad to AA blue in the middle to light blue at the bottom, which blends with the clouds.
• Due to the irregular size and placement of out-of-home advertising, please be mindful and take into consideration an ad’s context when selecting imagery and typography in layouts. If airplane images are used, they should not be flying ‘into’ anything, whether a bus or a building etc.
• Vertical out-of-home advertising uses the nine elements shown on the previous page (2.06) with the exception of using a more vertical version of the tail shown here.
• Headlines and subheads must be as large as possible in any out-of-home advertising, especially in drive-by units. Subheads may be a bit smaller in walk-by units.
• However, care must be taken to not make the subheads so large that they are similar in size to the headlines.
• Out-of-home advertising can also utilize destination imagery. Iconic structures or sculptures are isolated on the blue sky background to represent a destination.
• A good rule of thumb when choosing an image is to determine if the building could actually be seen against a sky with clouds at a similar scale.
• Some common misuses of imagery in out-of-home advertising are shown here. Please remember to use singular, iconic images when evoking a destination, always use an approved airplane tail, and never use images against the sky background that wouldn’t naturally be seen against the sky.
• Such instances may include placements that move (e.g., units with irregular backgrounds such as train wraps) and placements intended to be viewed at a distance in which AmericanSans Medium becomes unreadable.
• In these placements, we strive to place the logo at the top right of the layout and for the oneworld logo to align with it. However, exceptions may be made for unconventional layouts.

Video Guidelines

• When the end frame of a video features a URL, it always appears lowercase (e.g., aa.com/xxxx). Proper placement of the URL, oneworld logo and any hashtag is illustrated in Animation One or Animation Two. Specifications for exact placement differ based on screen size. However, this placement is designed to accommodate center–cut TV safety margins.
• The diagram in Animation Three demonstrates where the full logo fades in over the image, along with the proper placement of the URL and oneworld logo.
• End frames do not have to follow rule of thirds and other scaling guidelines.

Animation Guidelines

• Every banner should incorporate some element of eye- catching movement, even if still imagery is used.
• The oneworld logo should fade in with the call - to - action button. However, if the ad message is about oneworld, the oneworld logo should animate in at the same time as the claim copy.
• Buttons can manifest a soft glow as a final call to action.
• Global Intro The American logo should not be moved from set template position. The logo transitions off along with the panes during the opening animation.
• Animation and Messaging This is the most flexible sequence of the design, allowing for unique imagery, messaging and animations. The American logo is revealed, set in place.
• Full Transition In this sequence, the panes fill the entire frame, clear the messaging and then retreat, revealing final messaging and the American logo set in place.
• Final Messaging In this sequence, additional messaging, and/or blue subhead messaging, when applicable, fades in. The panes transition in partially (about a quarter) up the frame. The bottom pane will have the oneworld logo on it.
• End-Frame and CTA The red CTA button to slide on screen. The red CTA button has an initial shine animation and grows on hover.
• Logo Present on all frames.
• If there is an ad unit with little copy, panes and the CTA button can be raised up slightly to reduce the amount of white space. Panes should never be taller than 150 px.

Additional Properties