AA Guidelines March2015

Version 3.
Advertising Guidelines
March 2015
Welcome
Advertising Guidelines
In this document, you’ll find everything

you need to know to create advertising
that reflects the new American look,
For the first time in over 40 years,
design sensibility and tone of voice.
At this point in our history, it is particularly

American Airlines has changed its iconic
important that all of our advertising
looks and feels like it comes from the
branding, with a new look and logo.
same family. In these guidelines you
will see exactly what elements to use
and where and when to use them.
It has all been inspired by the extensive
Yet, they should still leave you changes happening within American
as a company.
with enough creative flexibility to
build distinctive and interesting
communications. Like all guidelines,
there are exceptions to the
rules. You will discover many of
these later in the document. 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 Airlines, 2015 Advertising Guidelines, v 3.0

Table of Contents
Welcome Visual Elements Photography & Livery Partnerships

Advertising Guidelines 1.0 Introduction 1.32 Image Categories 2.19 Partnerships
1.01 Elements Quick Reference 1.33 Imagery
Table of Contents 1.34 Plane Price Point
Logo & Layout 1.35 Livery 2.20 Standard Price Point
1.02 Logo 1.36 Livery Violations 2.21 Percentage Price Point
1.03 Logo Clearspace 1.37 Imagery Violations 2.22 Multiple Price Points
1.05 Rule of Thirds 1.38 Image White Space 2.23 Transactional Non-Panes
1.08 Logo Colorways 2.24 Transactional Panes
1.09 Colorway Violations Audio 2.25 Route Launch Panes
1.10 Logo Violations 1.40 Music and Sound Design 2.26 Price Point Examples
Color & Typography 2.0 Elements Applied International Examples

1.11 Color Introduction 2.29 International Print
1.12 Print Typography 2.31 International Price Point
1.13 Out-of-Home Typography Print
1.14 Digital Typography 2.01 Print 3.0 Contact Information
1.15 Typography Violations 2.02 Joint Business Print
1.16 Legal Copy 2.03 Reversed Elements
2.04 Print Spread
Co-Branding
1.17 oneworld Out-of-Home
1.19 oneworld Exceptions 2.06 Out-of-Home
1.20 Joint Business Lockups 2.08 Subhead Violations
1.22 White Frame 2.09 Destination Imagery
1.23 Partnerships 2.10 Imagery Violations
2.11 Exceptions
Price Points
1.24 Print Price Point Online
1.25 Online Price Point – Non-Panes 2.12 Standard Online
1.26 Online Price Point – Panes 2.13 Horizontal Online
2.14 Narrow Online
Online & Screen 2.15 Mobile and Tablet –Static
1.27 Online Margins
1.28 Online Elements Panes
1.29 Online Animations 2.16 Online Banners: 300 x 250
1.30 Panes 2.17 Online Banners 160 x 600
1.31 Video End Frames 2.18 Online Banners: 728 x 90

Visual Elements
Introduction 1.0
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.
Please visit the Brand Center at brand.aa.com
for full brand guidelines.
© American Airlines, 2015 Advertising Guidelines, v.3.0

Visual Elements
Elements Quick Reference 1.01
American advertising is comprised of

Logo Typography
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,
AmericanSans.
these core elements must be used
consistently across every touch point. Modern.
Clean.
Imagery Color

Visual Elements
Logo 1.02
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.

Visual Elements
Logo Clearspace 1.03
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.

Visual Elements
Logo Clearspace 1.04
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.

Visual Elements
Rule of Thirds 1.05
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.
One – Third

Visual Elements
Rule of Thirds 1.06
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 Two - Thirds Full Width
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.
Stacked
One -Fourth Exception

Visual Elements
Rule of Thirds 1.07
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
Check out our new air candy, N.Y.

but not interfere with the content
of the out-of-home messaging.
Please use these out-of-home

examples as a guide. NEW PLANES EVERY WEEK.
#GoingForGreat
Wi-Fi?
Why, yes.
WI-FI ON OVER
825 PLANES.
#GoingForGreat

Visual Elements
Logo Colorways 1.08
There are two versions of the

Primary Logo
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- Positive Reverse
value colored backgrounds.
Alternate Beak
Positive Reverse

Visual Elements
Colorway Violations 1.09
Images of the sky are very important

in American advertising. We want
to be sure that the sky imagery we
use reflects the sense of optimism
and possibility that we embody
and enable; all skies should be
welcoming and nonthreatening.
Don’t use potentially threatening

or disquieting sky imagery.
Alternatively, do not use images of
positive skies that are overly busy.
When using an image of sky that is of

medium value, do not use the version
of the logo that has insufficient contrast
in the beak of the Flight Symbol. In Do not use busy images of clouds. Do not use threatening images of clouds.
these instances, the Alternate Beak
version of the logo should be used
(see Page 1.08). Also, the shade of
blue in the sky should be sufficiently
different from the shade of blue used
in the top half of the Flight Symbol.
The Flight Symbol must have sufficient contrast from the The Flight Symbol must have sufficient contrast from the
background, otherwise the Alt. Beak lockup should be used. background, otherwise the Alt. Beak lockup should be used.

Visual Elements
Logo Violations 1.10
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 Do not use the logotype Do not change the logotype colors. Do not change the font of the logotype.
here. These same principles of use without the Flight Symbol.
apply to all configurations and
variations of our portfolio of logos.
Do not change the colors Do not place the logo over busy Do not rearrange the
of the Flight Symbol. backgrounds that compromise the logo. logo components.
Do not skew or distort Do not place the logo in holding shapes. Do not add drop shadows
the logo in any way. or special effects.
Sitwell Enterprises
Do not use the abbreviated Do not add any additional text

American logo for paid ads. or taglines to the logo.

Visual Elements
Color 1.11
American advertising relies on a

Advertising Color Palette Color Name CMYK RGB Spot Hex Number
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.
Custom PMS
AA Blue 100/35/0/0 0/120/210 0078D2
Always use the exact color values listed. 2778 U
Don’t use color references or values
from files that have been converted 7545 C
automatically between color modes, AA Dark Gray 50/28/14/56 54/73/90 36495A
7547 U
since some software programs don’t
always make color conversions that
are equal to the specific color values
White 0/0/0/0 255/255/255 NA FFFFFF
listed in the palette specifications.
429 C
AA Gray 5/0/0/40 157/166/171 9DA6AB
7544 U
Black C
Black 0/0/0/100 19/19/19 131313
Black U
200 C
AA Red* 0/100/75/15 195/0/25 C30019
1805 U
* AA Red is used exclusively in

online advertising.

Visual Elements
Print Typography 1.12
The American typeface is AmericanSans.

Headlines - Print Leading or line spacing
It is at the heart of American’s should always be +2 to the
identity. Clean, distinctive and text size when using
legible, it bridges both contemporary
and classical qualities. Headlines are set in AmericanSans.
Punctuation
Headlines are set in sentence case using
AmericanSans Light and
correct punctuation and proper nouns. AA Dark Gray or White.
Alignment
Although typically set flush left,
headlines can be aligned flush right Subheads - Print Always set the tracking on
when the imagery requires. When using small caps to +75.
flush right headlines, align text to the subheads are set in americansans medium,
outer edge of American Airlines in the
logo, not the Flight Symbol. Headlines
small caps and in a a blue.
and copy should never be centered.
Or subheads can be set in AmericanSans Regular, sentence case in
AA Dark Gray or White for non-transactional ads (i.e., fare/route).
Body Copy - Print Callouts, Brand terms and

keywords can be emphasized
Body Copy is set in AmericanSans Regular and in AA Dark Gray or white. by setting them in -line in
Generally, body copy is half the point size of headlines. AmericanSans Medium
and AA Blue. Example: LGA,
Example: Text size is 9 pt, the line spacing should be 11 pt. Chicago, AAdvantage. If the
rest of the copy is reversed
out in white, the callouts
should be white as well.
Call to Actions - Print URLS are set all lowercase

and in the same weight as
Call to Actions are set sentence case and in the same weight as the body copy. the body copy. They are
They can be placed in-line or below the body copy paragraph. placed in-line or below the
body paragraph.
Example: Donate today on aa.com/joinus or aa.com/newplanes or #newplanes

Visual Elements
Out-of-Home Typography 1.13
Headlines for out-of-home use

AmericanSans Regular in white,
Headlines - Out-Of-Home Leading or line spacing
set in sentence case. Subheads should always be +2 to the
use AmericanSans Medium in text size when using
all caps. A rule separates the
headline from the subhead. Headlines are set in AmericanSans.
AmericanSans Regular
in white.
Subheads - Out-Of-Home Set the tracking on subheads
from +50 - +70, depending
on size and legibility.
SUBHEADS ARE SET IN AMERICANSANS MEDIUM,
ALL CAPS IN WHITE.
Hashtags - Out-Of-Home Hashtags are placed next

to the oneworld logo.
Hashtags are set in AmericanSans Regular and 85% K or White. Capitalizing each word and
making the font size large
increases legibility.
Headlines for increased legibility - Out-Of-Home This is for increased legibility

in placements that move
(e.g., units with irregular
Headlines are set in backgrounds such as train
wraps) and placements
AmericanSans Medium in white. intended to be viewed
at a distance.

Visual Elements
Digital Typography 1.14
Copy is set in sentence case using

Copy - Digital Leading or line spacing
correct punctuation and proper nouns. should always be +2 to the
text size when using
Headlines are set in AmericanSans.
AmericanSans Regular and

AA Dark Gray or White.
Subheads/End Frame Subheads - Digital Always set the tracking on
small caps to +75. In price
subheads are set in americansans medium, point ads, the headline font
in the end frame can be
small caps and in a a blue. 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-

Callouts - Digital out needs to be consistent
across the entire ad –mixed
Callouts, brand terms and keywords can be emphasized by setting them in-line in use of lower case and all caps
AmericanSans Regular or Medium and AA Blue. Or if the rest of the copy is reversed callouts within the same ad
out in white, the callouts should be white as well. Mid-sentence small caps callouts unit is not allowed.
in AmericanSans Medium and AA Blue can be used as an exception in transactional
creative only to help it stand out.
Example: Find great deals, Wi-Fi, entertainment and more.
Example: Find low fares to Chicago and Los Angeles.
Example: Find low fares to destinations across america.

Visual Elements
Typography Violations 1.15
Just as the logo is an expression of the

American brand, AmericanSans too
should be used in every application.
Some common typography
BECOMING Becoming Becoming
misuses are shown here. THE NEW the new the new
AMERICAN American. American.
Do not use all caps for headlines. Do not set headlines in Do not add drop shadows to text.
AmericanSans bold typefaces.
Becoming Becoming
Becoming the new
the new a new American.
American.
American.
Do not use too much Do not use too little Do not use centered text for headlines.
leading for headlines. leading for headlines.
Becoming Becoming Becoming

the new the new the new
American. American. American.
Do not under-track headlines. Do not underline headlines. Do not use italicized headlines.

Visual Elements
Legal Copy 1.16
Legal copy should not detract from

Legal When possible legal copy
the main image of an ad and should should align with the center
be as inconspicuous as possible. Legal copy should be AA Light Gray or AA Gray. It should only be reversed in white if of the oneworld logo and
it is totally illegible in gray. It should also be a minimum type size of 5 pts or the legal placed flush left in the ad.
Legal copy is vertically aligned with the
type size required by region/country.
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
Legal is also allowed to run up the side of an add if it is short and detracts from the image.
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.
Legal copy should be AA Light Gray, AA Gray or reversed in White.
It should also be a minimum type size of 5 pts.
When the legal is placed in white frame,
the oneworld logo should remain on the
image, separated from the legal copy.
See page 1.22 for reference.
American Airlines, aa.com and Flight Symbol logo are marks of American Airlines Inc. oneworld is a mark of the oneworld
Alliance. LLC 2013 American Airlines Inc. All rights reserved American Airlines, aa.com and Flight Symbol logo are marks
of American Airlines Inc. oneworld is a mark of the oneworld Alliance. LLC 2013 American Airlines Inc. All rights reserved
Legal on White Vertical

Visual Elements
oneworld 1.17
To ensure the oneworld alliance logo

85.71% Scale Relationship
is presented properly, always scale
the oneworld logo 6/7 (or 85.71%)
smaller than the Flight Symbol of the
horizontal logo. This provides the
appropriate visual balance between
the orb and the American Airlines logo.
If using the stacked logo, be sure the
oneworld logo remains the same size.
X 85.71% of X
The oneworld logo must be included
in core customer communications,
for both traditional media and digital
channels. This includes print, outdoor,
online, video, TV and small space
advertising. The oneworld logo is also
required on all collateral and travel
documents, including direct mail,
digital communications, promotions,
frequent flyer program materials,
and all joint communications with
other oneworld members.
Business units or cost centers that do

not involve the oneworld core customer Minimum Size for Print Minimum Size for Digital/Online
are not required to incorporate the
oneworld brand. These include uses
for sponsorships, corporate travel
brands, cargo, recruitment, etc. If you
do see an opportunity to include the
oneworld logo, then the logo may
be included on an optional basis. 8 mm. 35 px..
For exceptions, see page 1.19.

Visual Elements
oneworld 1.18
In addition to the scale relationship,

the oneworld orb should be placed
below the Flight Symbol and
left or right aligned with the full
logo. While right alignment is the
preferred placement, left alignment is
permissible if absolutely necessary.
Vertical alignment with the oneworld

logo is determined by the logotype set
Your ticket to
inside the orb, not the orb’s actual edge. the world
The oneworld logo should be
vertically aligned such that the
bottom of the orb sits on the bottom
clearspace margin when the logotype
is flush against the side margin.
Right Aligned: Preferred
Your ticket to
the world.
Left Aligned: Preferred

Visual Elements
oneworld Exceptions 1.19
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 728 x 90 Not to scale
for legibility and white space. oneworld: 80%
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 468 x 60 Not to scale
no oneworld
(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.
160 x 600 Not to scale

oneworld: 125%

Visual Elements
Joint Business Lockups 1.20
Joint business lockups always include

the oneworld logo and the selected
airline logos. Lockups are built so that
all logos appear equal in size. They
should be sized as a group and should
not be re‑proportioned individually.
Both the horizontal and vertical

designs are acceptable for use in
jointly developed campaigns.
In referring to the agreements

between American and these airlines
in copy, do not use the term “joint
business.” In lieu of that, use one
of the following: “in cooperation
with,” “enhanced relationship,”
“together with” or “working with.”

Visual Elements
Joint Business Lockups 1.21
Airline advertising campaigns should

only be signed off with the American
Airlines logo in the upper right corner.
X
This signature identifies who is bringing
the message to the customers.
The JB lockup should be scaled to the

American Airlines logo the same way
as the oneworld logo. This means the
oneworld logo in the JB lockup should
be 6/7 (or 85.71%) smaller than the
Flight Symbol in the American Logo.
85.71% of X

Visual Elements
White Frame 1.22
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.
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.
American Airlines, aa.com and Flight Symbol logo are marks of American Airlines Inc. oneworld is a mark of the oneworld
American Airlines, aa.com and Flight Symbol logo are marks of American Airlines Inc. oneworld is a mark of Alliance. LLC 2013 American Airlines Inc. All rights reserved American Airlines, aa.com and Flight Symbol logo are marks of
the oneworld Alliance. LLC 2013 American Airlines Inc. American Airlines Inc. oneworld is a mark of the oneworld Alliance. LLC 2013 American Airlines Inc. All rights reserved
Joint Business Lockups on White Legal on White
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.

Visual Elements
Partnerships 1.23
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.

Visual Elements
Print Price Point 1.24
All price points must align to approved

Spacing
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
$
Round Trip
sign ($) is a medium weight. .5 Y
All prices are
shown in USD
Price point descriptors are set in Y

AmericanSans Medium and AA
Light Blue. If more description is
required, it should be placed under 1X
the Round Trip descriptor and set in .25 Y
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 Typography
and tracked out to +75 pts.
$
Round Trip
All prices are
shown in USD

Visual Elements
Online Price Point – Non-Panes 1.25

Spacing
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 .5 X
X(.25 Y)
as subheads: AA Blue, small .5 X
caps, and +75 point tracking. 1X
.25 Y
Rules are .25 pt and AA Gray. Or if on 1X
$
a dark background .25 and White. Round Trip
All prices are
.5 Y shown in USD
Copy should be set in sentence Y
case, AmericanSans Light, and
colored AA Dark Gray. 1X
.25 Y
Price points are set in AmericanSans
Light and descriptors are set in Taxes Included. Conditions Apply.
AmericanSans Medium. Both are
AA Blue. If more description is
required, it should be placed under
the Round Trip descriptor and set in Typography
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

$
Round Trip
should be placed at the bottom All prices are
shown in USD
of a unit in AA Gray or in close
proximity to the price.
Taxes Included. Conditions Apply.

Visual Elements
Online Price Point – Panes 1.26

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.

Visual Elements
Online Margins 1.27
Margins should have a minimum of 300 x 250

20 px
20 px clearance space from the edge 20 px Clearance
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.
15 px
180 x 150
15 px Clearance

Visual Elements
Online Elements 1.28
When communicating online,

Brand and Product Transactional
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 1 px. Key- line Stroke 3 px. Borders
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.

Visual Elements
Online Animations 1.29
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. Logo Animations
Button Animations

Visual Elements
Panes 1.30
"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.

Visual Elements
Video End Frames 1.31
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.
aa.com/newamerican
#newamerican aa.com/newamerican #newamerican
The diagram in Animation Three

demonstrates where the full logo
Animation One Animation Two
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.
aa.com/newamerican aa.com/newamerican
Animation Three

Visual Elements
Image Categories 1.32
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:
Details Places Journey
Confident
Smart
Engaging
Modern People Livery

Visual Elements
Imagery 1.33
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.

Visual Elements
Plane 1.34
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.
Please be mindful and take into

consideration an image's context when
concepting out ‑ of ‑ home layouts.

Visual Elements
Livery 1.35
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.

Visual Elements
Livery Violations 1.36
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.

Visual Elements
Imagery Violations 1.37
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 Do not use cliché, trite or overly staged imagery.
or airport imagery.
Do not use unnatural, posed portraits. Do not use imagery that captures artificial moments.

Visual Elements
Image White Space 1.38
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.
Original Do not create harsh vignette.

Visual Elements
Image White Space 1.39
Online banners should feature images

that utilize the space of the banner.
Images should not be small and
artificially blended into the background.
Get great deals Get great deals

on flights every day. on flights every day.
our lowest prices guar anteed our lowest prices guar anteed
book now book now

Visual Elements
Music and Sound Design 1.40
Information TBD. Music and Sound

Design may be based on brand guidelines
and Tone of Voice.

Elements Applied
Introduction 2.0
This section demonstrates how the visual elements work

together and shows how each element should be applied.
The following examples of print, out-of-home, digital,
mobile, tablet advertising, and transactional communications
demonstrate the flexibility these guidelines allow while
maintaining branding consistently across touch points.
Please refer to these examples and use them

as future reference.

Elements Applied
Print 2.01
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.
The world is waiting.
Wherever in the world you wish to explore,
we can help take you there. We’re bringing
oneworld logo is aligned according you more destinations to make the world
feel smaller so you can dream bigger.
to the American logo.
American Airlines, the Flight Symbol logo and the Tail Symbol are marks of American Airlines, Inc.
oneworld is a mark of the oneworld alliance, LLC. © 2014 American Airlines, Inc. All rights reserved.

Elements Applied
Joint Business Print 2.02



Some things you can
AA Dark Gray and in this example only see in New York.
flush left.
Now, it’s easier than ever to see America for yourself.
The image has been retouched Along with our partners, Iberia and British Airways, we fly
direct to many great cities throughout the U.S. And with
to create an open space for daily, direct service to New York, we can help you find
he best the city has to offer.
the typography.
Book now on aa.com
oneworld JB lockup is aligned in

the white frame according to the
American logo. See page 1.18
for reference.
American Airlines, aa.com and the Flight Symbol logo are marks of American Airlines, Inc. oneworld is a mark of the oneworld Alliance, LLC. © 2013 American Airlines, Inc. All rights reserved.

Elements Applied
Reversed Elements 2.03



Headlines and body copy are
reversed in white and, in this
We’re not just fans.
example, flush left. We’re turbofans.
We’re proud to support the Dallas
The image has been retouched Cowboys, because we love football.
After all, we make more than 3,400
to create an open space for touchdowns every day.
the typography.
oneworld logo is aligned according

AmericanAirlines and the Flight Symbol logo are marks of American Airlines, Inc.
oneworld is a mark of the oneworld Alliance, LLC. © 2013 American Airlines, Inc. All rights reserved.

Elements Applied
Print Spread 2.04
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

We’ve got the
reversed in white and in this
example flush left.
wings covered.
The image has been retouched Flying to hundreds of destinations in the
Americas and beyond. Book flights at aa.com.
to create an open space for American Airlines. Dedicated supporter
the typography. of Fulham Football Club.
oneworld logo is aligned according

American Airlines and the Flight Symbol logo are marks of American Airlines Inc.
oneworld is a mark of the oneworld Alliance LLC. © 2013 American Airlines. All Rights reserved.

Elements Applied
Print Spread 2.05
When creating a spread, each page

should use its own grid.

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.

AA Dark Gray and in this example Get a good flight’s sleep.
flush left. With the most lie-flat seats between NY and London.
Subheads are set in sentence case Find your dream flight and leave behind the city that never sleeps.
With American Airlines and our partner British Airways, you’ll enjoy
for magazine and other longer view the convenience of more flights and the comfort of more lie-flat
seats from New York to London than any other airline alliance.
mediums. Type is in AA Dark Gray and
in this example flush left.
The image has been retouched

to create an open space for American Airlines and the Flight Symbol logo are marks of
American Airlines, Inc. oneworld is a mark of the oneworld
alliance, LLC. © 2014 American Airlines, Inc. All rights reserved.
the typography.
5
5 oneworld logo is aligned according


Elements Applied
Out-of-Home 2.06
Our out-of-home advertising adheres

to nine core elements. The bold blue sky
9
background paired with our striking plane
tail make our ads easily identifiable in
any placement. 5
Dear City that Never Sleeps:

top right of the layout. Horizontal Challenge accepted.
logo is preferred.
Headlines are as concise as possible

THE MOST LIE-FLAT SEATS TO LONDON. 7
for legibility. Headline copy is white 6

8
#GoingForGreat
AmericanSans Regular and as large
as possible.
3 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
9
adjacent to it, whichever is longer.
The subhead copy is all caps,
Wi-Fi? Why, yes.

4 5
white and set in white AmericanSans
Medium at +60 point tracking.
Subheads are as large as possible.
5 This tail is used on most out-of-home. WI-FI ON OVER 825 PLANES. 7
6 Clouds anchor the bottom of the ad. 8 #GoingForGreat
6
7 The oneworld logo is aligned according
8 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.
Due to the irregular size and placement of out-of-home advertising,
9 The sky background moves from please be mindful and take into consideration an ad's context when
dark blue at the top of the ad to AA selecting imagery and typography in layouts. If airplane images are used,
blue in the middle to light blue at the they should not be flying ‘into’ anything, whether a bus or a building etc.
bottom, which blends with the clouds.

Elements Applied
Out -of-Home 2.07
Vertical out-of-home advertising uses the

nine elements shown on the previous page
(2.06) with the exception of using a more 9
vertical version of the tail shown here.
Wi-Fi?
5 Why, yes.
WI-FI ON OVER
825 PLANES.
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
8 #GoingForGreat 7 imagery and typography in layouts. If airplane images
are used, they should not be flying ‘into’ anything,
whether a bus or a building etc.

Elements Applied
Out-of-Home Subhead Violations 2.08
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

We’ve set the stage for great.
subheads so large that they are similar in size AMERICAN’S AWARD-WINNING SERVICE TO JFK.
to the headlines.
#GoingForGreat
The following are examples of preferred
subhead sizing in a drive-by out-of-home unit.

A MERIC AN’S AWARD-WINNING
SERVICE TO JFK . #GoingForGreat

AMERICAN’S AWARD-WINNING SERVICE TO JFK.
#GoingForGreat
Subheads on drive-by out-of-home units should not be too

small (first example), but also take care that they don't get
too large (second example). Large subheads can complete
with the size of the headline and cause legibility issues.

Elements Applied
Out -of-Home Destination Imagery 2.09
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
From the Big Apple
actually be seen against a sky with clouds at
a similar scale.
to Beantown.
UP TO 20 DAILY FLIGHTS TO BOSTON.
#GoingForGreat
The most hops across the pond.

UP TO 16 DAILY FLIGHTS TO LONDON.
Together with our partner British Airways.

#GoingForGreat
The most flights from

Lady Liberty to Sir Ben.
#GoingForGreat
Together with our partner British Airways.

Elements Applied
Out -of-Home Imagery Violations 2.10
Some common misuses of imagery in

out-of-home advertising are shown here.
Please remember to use singular, iconic

The most hops across the pond.
images when evoking a destination, always
use an approved airplane tail, and never
*With our partner British Airways.
use images against the sky background that
wouldn't naturally be seen against the sky. #GoingForGreat
Take a flight outta

the Big Apple.
CHOOSE FROM 300 DAILY FLIGHTS FROM N.Y.
#GoingForGreat
Welcome to
a quieter world.
BOSE NOISE-CANCELLING HEADPHONES
WITH EVERY PREMIUM SEAT.
#GoingForGreat

Elements Applied
Out–of–Home Exceptions 2.11
This example highlights an instance in

which AmericanSans Medium is more
legible than AmericanSans Regular.
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.

Elements Applied
Standard Online 2.12
Animated online advertising uses

300 x 250
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,
Introducing Introducing
AA Blue or white callouts. two new ways. two new ways.
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.
5 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.

From DFW and From DFW and
AA Dark Gray key-line stroke. Chicago, connect to Chicago, connect to
hundreds of cities hundreds of cities
worldwide. worldwide.
Service is operated by American Eagle Airlines.

Elements Applied
Horizontal Online 2.13
The logo is present at the 728 x 90

pages 1.05 and 1.06 for more info.

white and in this example flush left,
AA Blue or white callouts.

for typography.
Introducing two new ways
The button fades in after the body
copy, in the final frame. to go anywhere.

with the American logo and fades
oneworld logo animates in Fly nonstop from Columbia, MO to
with claim copy if the message is Dallas/Fort Worth and Chicago.
about oneworld.

All banners require a 1 px. Fly nonstop from Columbia, MO to

AA Dark Gray key-line stroke.
Dallas/Fort Worth and Chicago.
Service is operated by American Eagle Airlines. 5

Elements Applied
Narrow Online 2.14
Vertical formats:
160 x 600 160 x 600
pages 1.05 and 1.06 for more info..

white and either flush left or right,

for typography, then fades to white.
From DFW From DFW
body copy in the final scene. and Chicago, and Chicago,

connect connect
with the American logo and fades to hundreds to hundreds
oneworld logo animates in of cities of cities
with claim copy if the message is worldwide. worldwide.
about oneworld.


Service is operated by
American Eagle Airlines.
In this example, the plane tail

rotated on blue sky for the entire
ad, so it did not fade to white as
indicated in item 3.

Elements Applied
Mobile and Tablet – Static 2.15
Static units for mobile and tablet

300 x 250 – Non-Panes 300 x 250 – Panes
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.

Get great deals
on flights every day.
our lowest prices guar anteed
book now
320 x 48 – Non-Panes 320 x 48 – Non-Panes
Get great deals on

flights every day. book now
216 x 36 – Non-Panes 216 x 36 – Non-Panes
book now

Elements Applied
Panes Online Banners 2.16
Animation:
300 x 250
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.
5
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.

Elements Applied
Animation:
160 x 600 160 x 600
opening animation.
final messaging and the American
logo set in place.
5
End-Frame and CTA The red CTA
and grows on hover.
Messaging:
Copy AA Dark Grey
American Sans Regular –20 pt/22 pt If there is an ad unit with
little copy, panes and the
Subhead AA Blue with +10 tracking CTA button can be raised
American Sans Medium – 19 pt/21 pt up slightly to reduce the
amount of white space.
Button Always red, and will expand Panes should never be
upon hover; should not be taller than 150 px.

Elements Applied
Animation:
728 x 90
opening animation.
final messaging and the American logo
set in place.
5
End -Frame and CTA The red CTA
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

Elements Applied
Partnerships 2.19
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 Online
for the partner logo.
Asia awaits.
New flights from DFW to
Hong Kong and Shanghai.
Out-Of-Home Print

Elements Applied
Standard Price Point 2.20
Advertising with price points uses

six elements. In this example they
are aligned on a rule of thirds grid.
The logo is used simply at the top

Headlines are set in AA Dark Gray

with AmericanSans Light,
AA Blue callouts.

for typography.
oneworld logo is aligned

LAX and Aspen
according to the American
logotype and Flight Symbol.
just got closer.
$
Round Trip
All prices are
Price point lockup is discussed in shown in USD
more detail on page 1.24.
Legal copy is placed at the bottom

of a layout and justified.

Elements Applied
Percentage Price Point 2.21



and AmericanSans Light, with
AA Blue callouts. ¡Nos mudamos!
The image is open and has space Y para celebrarlo
for typography.
aprovecha este

Percentage price points should follow
the standard price point layout. descuento.

according to the American
logotype and Flight Symbol.
Legal copy is placed at the bottom

of a layout and justified.
10 %de
descuento
Consulta por tarifas especiales para vueloz en

Business Class.
Reserva hoy mismo tu viaje en aa.com, a traves de

Express Ticket Service llamando al (02)2679 – 0 0,
en nuestras oficinas: Santiago(Huerfanos 1199B),
Las Condes (Avda. El Bosque Norte 107)consulta a
tu agencia de viajes.

Elements Applied
Multiple Price Point 2.22



Con esta tarifa
with AmericanSans Medium, especial ahora
AA Blue callouts.
viajan todos.
for typography.
Miami a partir de:
749
When two price points are required,

the primary price should follow
standard price point layouts, while
$ USD
the secondary, should be smaller
and locked up underneath.
$809
New York,
according to the American San Francisco USD
Los Angeles
logotype and Flight Symbol. partir de:
Legal copy is placed at the bottom Consulta por tarifas especiales para vueloz en Business Class.
of a layout and justified. Reserva hoy mismo tu viaje en aa.com, a traves de Express
Ticket Service llamando al (02)2679 – 0 0, en nuestras oficinas:
Santiago(Huerfanos 1199B), Las Condes (Avda. El Bosque Norte
107)consulta a tu agencia de viajes.

Elements Applied
Online Price Point – Transactional Non-Panes 2.23
Online advertising with price points

uses six elements.

beginning of the ad.

with AmericanSans Medium, From DFW and
AA Blue callouts.
Chicago, connect

for typography.
to hundreds of
cities worldwide.
Price point lockup is discussed in

body copy in the final frame.
oneworld logo is aligned according to

the American logotype and Flight
Symbol and fades in with the button.
The button fades in after the body copy

in the final frame
indianapolis to dfw
$
129 Round Trip
Taxes Included. Conditions Apply

Elements Applied
Online Price Point – Transactional Panes 2.24

uses six elements.


AA Blue callouts.

for typography.





Elements Applied
Online Price Point – Route Launch Panes 2.25

uses six elements.


white with AmericanSans Medium,

for typography.



The button fades in after the body copy

in the final frame


Elements Applied
Price Point Examples 2.26

300 x 250 Transactional – Non-Panes 300 x 250 Transactional – Panes
standards. The following are examples
of how to treat price points with
various information.
300 x 250 Route Launch – Panes

Elements Applied
Online Price Point 2.27

160 x 600 Transactional – Non-Panes 160 x 600 Transactional – Panes 160 x 600 Route Launch – Panes
mountain
deals
$
237
Round Trip
Taxes Included.
Conditions Apply
offer
ends
soon!

Elements Applied
Online Price Point 2.28

728 x 90 Transactional – Non-Panes
237
mountain deals $ Round Trip offer
ends
soon! Taxes Included. Conditions Apply
728 x 90 Transactional – Panes
728 x 90 Route Launch – Panes

Elements Applied
International Print 2.29

Elements Applied
International Print 2.30

Elements Applied
International Price Point 2.31
Nuevos aires, nuevo

destino. Vuela sin
escala desde
Hermosillo a
Dallas/Fort Worth.
$
412
Ida y Vuelta
Tarifa en USD.
Consulta por tarifas especiales para

vueloz en Business Class.
Reserva hoy mismo tu viaje en aa.com, a

traves de Express Ticket Service llamando
al (02)2679 – 0 0, en nuestras oficinas:
Santiago(Huerfanos 1199B), Las Condes
(Avda. El Bosque Norte 107)consulta a tu
agencia de viajes.

Elements Applied
International Price Point 2.32
von düsseldorf dall as/ ft worth

nach chicago Vuelos desde
ab
477 € $
282
Ida y Vuelta
Tarifa en USD.
fluge suchen reserva ahor a
Incluyen impuestos.

Questions? 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.

AA Guidelines March2015

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

AA Guidelines March2015

Uploaded by

Copyright:

Available Formats

Version 3.

In this document, you’ll find everything

At this point in our history, it is particularly

© American Airlines, 2015 Advertising Guidelines, v 3.0

Welcome Visual Elements Photography & Livery Partnerships

Color & Typography 2.0 Elements Applied International Examples

© American Airlines, 2015 Advertising Guidelines, v 3.0

American’s advertising builds upon our iconic

© American Airlines, 2015 Advertising Guidelines, v.3.0

American advertising is comprised of

© American Airlines, 2015 Advertising Guidelines, v 3.0

The American Airlines logo is the

The full American Airlines logotype

The horizontal, positive logo is the

© American Airlines, 2015 Advertising Guidelines, v 3.0

To protect the clarity and visual integrity

The minimum clearspace is derived from

Clearspace requirements are the

© American Airlines, 2015 Advertising Guidelines, v 3.0

The stacked logo is used in digital

The minimum clearspace is derived

© American Airlines, 2015 Advertising Guidelines, v 3.0

To ensure logo placement is consistent

The rule of thirds is a simple, but

The rule of thirds is based on a three-

For a multiple page spread, the rule of

© American Airlines, 2015 Advertising Guidelines, v 3.0

While the preferred size of the logo is the

If the horizontal logo is difficult to

If the horizontal dimension of the ad

© American Airlines, 2015 Advertising Guidelines, v 3.0

The rule of thirds does not always apply

Check out our new air candy, N.Y.

Please use these out-of-home

© American Airlines, 2015 Advertising Guidelines, v 3.0

There are two versions of the

Each set of logos has a positive

The Primary set should always be

The Alternate Beak version of the

© American Airlines, 2015 Advertising Guidelines, v 3.0

Images of the sky are very important

Don’t use potentially threatening

When using an image of sky that is of

© American Airlines, 2015 Advertising Guidelines, v 3.0

The logo is a unique expression of

Do not use the abbreviated Do not add any additional text

© American Airlines, 2015 Advertising Guidelines, v 3.0

American advertising relies on a

* AA Red is used exclusively in

© American Airlines, 2015 Advertising Guidelines, v 3.0

The American typeface is AmericanSans.

Body Copy - Print Callouts, Brand terms and

Call to Actions - Print URLS are set all lowercase

© American Airlines, 2015 Advertising Guidelines, v 3.0

Headlines for out-of-home use

Hashtags - Out-Of-Home Hashtags are placed next

Headlines for increased legibility - Out-Of-Home This is for increased legibility

© American Airlines, 2015 Advertising Guidelines, v 3.0

Copy is set in sentence case using

Headlines are set in AmericanSans.

AmericanSans Regular and

The use of one type of call-

Example: Find great deals, Wi-Fi, entertainment and more.