Aeromexico’s 2024 Rebranding Crash, From Iconic to Lifeless

Aeromexico recently unveiled its bold new rebranding to celebrate its 90th anniversary, swapping out the iconic Eagle Knight logo and overhauling the entire brand identity. A big move, right? Brands often rebrand to stay relevant—whether they want to appeal to new audiences or simply no longer identify with their existing image. Some go all in, changing logos, colors, and communication strategies, while others opt for subtle tweaks to boost cohesion. But with a full overhaul, the stakes are much higher—get it wrong, and it could all crash and burn.

And, well, Aeromexico’s rebrand didn’t exactly soar. It’s a big shift from the airline’s essence, one that feels more like turbulence than a smooth flight. Sure, change is necessary for progress, but sometimes it’s better to adjust the wings rather than replace the whole aircraft. We’ll break down why this particular rebrand didn’t land as expected and explore where it veered off course.

Why Aeromexico’s Rebrand Doesn’t Fly

One of the biggest misconceptions in branding is the belief that a company needs to completely overhaul its identity to look fresh and relevant. Some businesses dive into rebranding without pausing to ask themselves, “Do we really need to change everything?” In fact, many brands could benefit more from focusing on specific areas instead of a full-scale transformation. A thoughtful adjustment could solve the problem, but a drastic change? Well, that can sometimes lead to chaos rather than clarity.

Let’s talk about Aeromexico’s visual history. Since 1934, they’ve had seven logos—each one a unique reflection of its era. The first two logos proudly featured an eagle, but from the 1970s onward, they introduced the iconic Aztec Eagle Knight. This right-facing silhouette became a symbol of both strength and culture. Over the years, the design was masterfully modernized through minor tweaks while retaining its timeless elegance. The logo just before the 2024 rebrand? Bold, imposing, and elegant—everything a timeless logo should be. It was modern, strong, and cultural without being excessive. And now? Well, they’ve thrown all of that to shit.

Losing an Iconic Identity

Aeromexico had something few airlines could claim—a brand that beautifully balanced elegance, modernity, and a deep connection to cultural heritage. They managed to blend Mexico’s rich history with the sleek, modern identity required for a global airline. But with this rebrand, that balance is gone, and what’s left feels like a mishmash of ideas that don’t connect with either Mexico or Aeromexico’s brand history. Let’s break it down:

The most noticeable and unfortunate change is the logo. Gone is the iconic Aztec Eagle Knight that represented boldness and strength. The new design? Some say it looks like a lettuce. Others think it’s trying to mimic Peso Pluma’s hairstyle. Supposedly, it was meant to make the brand feel more ‘human.’ But if they really wanted a more human touch, perhaps investing in better customer service would’ve been a smarter move than redesigning the logo. The removal of the simple red line communicated the slogan “La línea que nos une” (The airline that unites us) brilliantly. Now, it’s just… gone.

And then there’s the typography. Yes, the previous one was looking generic and the new one sure, it’s modern, but there’s something about it that feels off-balance. Some letters feature those little top glyphs, while others have rounded corners, creating a sense of disconnection within the type itself. Also, curved top letters, must be a little taller than flat top letters. If you put a straight line that's aligned with the top of letter 'E'. letters C & O should be a notch taller than this line, in order to be proportionate to the human eye. It's one of the basic common practices in branding. Unfortunately on the new version all letters are the same height, that disrupts a little bit. Oh and also the space between letters is weird, like letter A & R are super distant but the M is squeezed in the middle… It doesn’t feel harmonious or cohesive, much like the entire rebrand.

A Lifeless Livery

Let’s talk about the livery. Aeromexico’s planes used to radiate Mexican pride and elegance—something you could spot a mile away. Now, though, it feels like they’ve taken a hard left into Gotham City with a darkened blue and bright pink combo that screams more Batman than Bienvenidos a México. The colors don’t evoke anything about Mexico’s vibrancy or the sophistication you’d expect from a major airline. Instead, the livery looks lifeless—like they forgot to load the ‘wow factor’ with the rest of the luggage.

One semi-interesting detail is the word ‘Aeromexico’ printed on the belly of the planes. Nice touch, but let’s be real—they aren’t exactly pioneering this trend. It’s a decent nod, but not enough to rescue the overall design. Honestly, the livery feels like a missed opportunity to create something that blends heritage with modernity. Instead, we’re left with a design that’s trying too hard to be edgy but ultimately looks disjointed and out of sync with the brand’s history.

Flight Attendants or London Police?

Now, we’re not fashion designers, but you don’t need a runway show to see something’s off here (You do need a runway to land a plane haha Dad Joke). Aeromexico’s previous uniforms were a perfect blend of sophistication and cultural pride. Crisp lines, modern silhouettes, and the iconic red hats gave female flight attendants an effortlessly chic look. But now? The red hats are gone, replaced with something that looks like the London police hat. Next time you see the flight attendants walking through the terminal, you might wonder if they’re about to board the plane or stop you for a random security check.

And that’s not the only miss. The new uniforms feel like they were designed in a vacuum, with no real connection to the brand’s heritage or elegance. Where’s the Mexican flair? Where’s the culture that used to blend seamlessly with their modern look? It seems they’ve left that all behind, opting for a generic and uninspired style. For an airline that once balanced culture and modernity so effortlessly, this feels like a nosedive.

A Rebrand That’s Not Flying High

What once was an airline brand that proudly embodied the spirit of Mexico—standing among the top five airline brand images in the world—has now completely lost its essence. Aeromexico didn’t just tweak its identity; it threw away decades of carefully crafted branding for the sake of ‘modernity.’ And let’s be honest—it was a bold move that backfired. What they’ve ended up with feels soulless, a complete departure from the rich heritage and sophistication they once communicated so effortlessly.

A subtle update to the livery, maybe making the colors more vibrant, would’ve done the trick. They could’ve even experimented with new typography, as long as they kept the heart of the brand intact. But dismantling the very core of what made Aeromexico so iconic? That’s where they went horribly wrong. And if we’re being honest, maybe the real rebranding should’ve started on the ground—with their personnel, their service, their customer experience. A true transformation that actually impacts how people experience the airline. Then, once those pieces were in place, a refreshed livery could have added the right finishing touch without losing what made Aeromexico stand out in the first place.

In our opinion, this rebrand just doesn’t hit the mark. It’s disappointing to see a well-established airline—one with a proud, powerful identity—throw everything out the window for the sake of ‘modernity’ or whatever misguided, half-baked idea led to this decision. Aeromexico had a winning brand, and it’s truly sad to see them strip it away like this.