American Airlines is reported to have laid out a new look for the first time since 1968. The airline said that it would unveil a new livery and logo for its aircraft today, some reports say it has already released images of the new livery. Comprehensive details about the new look will be provided at a press conference scheduled for a 10.00 am ET news conference. This move comes barely two week after the airline lost its former Senior Vice President, Craig Kreeger, who joined Virgin Atlantic as CEO.

American Airlines logo

The past months have been characterized by speculation that American Airlines will adapt a new look. As such, this move buries the prolonged debate. American Airlines remarked that those interested in seeing the new look first-hand could access the press event via on-demand digital stream through the URL

While nothing conclusive seems to have emerged in media outlets, The Dallas Morning Newspaper appears to have some inside information of what to expect at the conference. Reporter Terry Maxon was noted to have said that American Airlines would roll out a repainted Boeing 737-800 on Thursday morning, adding that the repainted aircraft would be accompanied with other ceremonies to unveil the rebranding.

The Newspaper further revealed that the Boeing was flown out on January 5th to a facility in Victorville, California, where the repainting took place. After the repainting, the Boeing was be hidden in an American Airline hangar in Dallas at the Fort Worth International Airport, until the day of the festivities.

Analysts argue that the rebranding signals breakthroughs in the carrier’s intentions to work its way out of losses. Indeed, American’s Airlines parent company, AMR Corporation (NYSE:AAR), posted a net profit of $262 million on Wednesday. This is a huge improvement compared with its losses of $1.1 billion a year earlier.