In January 2013, American launched a new rebranding and marketing campaign dubbed, "The New American". In addition to a new logo, American Airlines introduced a new livery for its fleet. The airline calls the new livery and branding "a clean and modern update".[64] The current design features an abstract American flag on the tail, along with a silver-painted fuselage, as a throw-back to the old livery. The new design was painted by Leading Edge Aviation Services in California.[70] Doug Parker, the incoming CEO indicated that the new livery could be short-lived, stating that "maybe we need to do something slightly different than that ... The only reason this is an issue now is because they just did it right in the middle, which kind of makes it confusing, so that gives us an opportunity, actually, to decide if we are going to do something different because we have so many airplanes to paint".[71]
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Hugo Martin covers the travel industries, including airlines and theme parks, and writes the weekly Travel Briefcase column for the Business section. A native Californian, Martin was part of the Metro staff that won three Pulitzer Prizes in 1993, 1995 and 1998. He was also on the Travel section staff that won the Lowell Thomas Award from the Society of American Travel Writers in 2008. He is an avid outdoorsman, gardener and Lakers fan.

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