It will be located on a 41-acre (17 ha) property adjacent to the airline's flight academy and conference and training center, west of Texas State Highway 360, 2 miles (3.2 km) west from the current headquarters. The airline will lease a total of 300 acres (120 ha) from Dallas-Fort Worth International Airport and this area will include the headquarters. Construction of the new headquarters began after the demolition of the Sabre facility previously on the site.
On June 3, 2016, American Airlines sought to register their 2013 logo with the United States Copyright Office. However, in October of that year, the Copyright Office ruled that the logo was ineligible for copyright protection, as it did not pass the threshold of originality. American submitted multiple requests for the Copyright Office to reconsider their determination. However, on January 8, 2018, the Copyright Office made a final decision that affirmed its initial determination that American's new logo was ineligible for copyright protection and is thus in the public domain.
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Phoenix–Sky Harbor – The sixth-largest hub in terms of number of flights and destinations and American's primary western hub. American flies approximately 20 million passengers a year through PHX, which is about 55,000 people per day. Currently American has about 46% of the market share at PHX, making it the airport's largest airline.
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". 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. 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".
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In some cases, passengers may qualify for free checked baggage, but there is a baggage fee for most flights to North America, Mexico, and Central America. On domestic routes, the first checked bag will be subject to a fee of $25. The second bag will be $35, the third bag will be $150, and all additional bags up to 10 will be $200 each. Transatlantic and Transpacific flight passengers may check at least one bag for free.