TUESDAY 21 JAN 2014 2:59 PM

SPREADING THE MESSAGE

Last year, American Airlines made headlines with a Futurebrand-designed logo and livery to complement its acquisition of US Airways and its hopes for the future. Now, longtime subsidiary American Eagle Airlines will also receive the rebrand treatment.

The regional service was once a service comprised of a melange of brands from Wings West to Metroflight Airlines. The new brand, Envoy, was chosen from a list of 1,000 possible names and vetted by employees pre-rebrand. 

Unusually, Envoy will act only as the corporate brand for American Airlines’ regional services. It will encompass all regional flights currently or formerly operating under different brands. This includes US Airways, SkyWest and ExpressJet, among others.

Pedro Fábregas, president and CEO of Envoy, says, “Our people and our company – which is one the largest regional carriers in the world with some of the best people in our business – deserve a name that is all our own. By taking on the Envoy name, we can better differentiate ourselves from the competition and better market ourselves.”

The American Eagle brand will be the consumer-facing brand for regional flights. This may present itself along the lines of ‘American Eagle operated by Envoy’ at brand touchpoints. The Envoy logo features a kind of half-serif, lower-case wordmark in deep blue with an added element to the ‘y’ that evokes flight. No design credits have been given.

To read more about American Airlines' recent branding moves, see the following links:

Tail spin for tail fin branding

Rebrand takes to the skies