As it gets ready to come out of bankruptcy, American Airlines (AA) revealed its rebrand (a new logo and exterior for its planes) today. " Since placing our landmark aircraft order in July of 2011, we've been building anticipation toward a moment in time when the outside of our aircraft reflects the progress we've made to modernize our airline on the inside ," said Tom Horton, American's Chairman and CEO . " While we complete the evaluation of whether a merger can build on American's strengths, we remain steadfast in each step we take to renew our airline, a step we take with great respect for our name American. Today marks important progress in that journey as we unveil a new and updated look for the first time in more than 40 years ." The last time AA updated its brand was 1968. The brushed aluminum exterior was abandoned because the new airplanes are made of composite material which must be painted. The exterior color remains silver in honor of American's silver bird legacy. " Our new logo and livery are designed to reflect the passion for progress and the soaring spirit, which is uniquely American ," said Virasb Vahidi, American's Chief Commercial Officer . " Our core colors - red, white and blue have been updated to reflect a more vibrant and welcoming spirit. The new tail, with stripes flying proudly, is a bold reflection of American's origin and name. And our new flight symbol, an updated eagle, incorporates the many icons that people have come to associate with American, including the 'A' and the star ." The video below is one of the ads from AA's new advertising campaign designed to showcase the new look. In general, it is inefficient for the same company, selling the same product, to change its logo. What do you think of AA's rebranding?