Last week American unveiled a new logo and paint scheme for its aircraft, and it likewise declined to say how much it will spend on that "rebranding," which will extend to new signs in airports and sports arenas.
American is ditching the familiar red, white and blue horizontal stripes on its planes, adding bold red and blue bars to the tail, and using a more stylized eagle design for a logo.
That makeover, coinciding with the delivery of new Boeing airplanes, has gotten mixed reviews. Fans like the lighter look, critics wonder why American changed an iconic design.
American and parent AMR Corp, filed for bankruptcy protection in 2011. AMR is considering whether to merge with US Airways Group Inc. or remain on its own.