Welcome Advertising Guidelines In this document, you’ll find everything you need to know to create advertising For the first time in over 40 years, that reflects the new American look, design sensibility and tone of voice. American Airlines has changed its iconic At this point in our history, it is particularly important that all of our advertising branding, with a new look and logo. looks and feels like it comes from the same family. In these guidelines you It has all been inspired by the extensive will see exactly what elements to use and where and when to use them. changes happening within American Yet, they should still leave you with enough creative flexibility to build distinctive and interesting as a company. 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