American Eagle's new brand identity takes flight
Objective: Reenergize American Eagle's brand identity to resonate with Gen Z — embodying individuality, freedom, and difference — while preserving instant recognition.
For the first time in its celebrated forty-year history, American Eagle embarked on a mission to refresh its iconic eagle motif, capturing the spirit and energy of Gen Z. Our brief was clear yet ambitious: evolve the existing visual identity to inspire individuality, foster freedom, and celebrate difference, energizing internal teams and captivating young consumers.
We began by dissecting the traditional eagle — a static, masculine emblem rooted deeply in Americana. But our heartfelt insight prompted us to envision something more dynamic. What if the eagle wasn't anchored, but soaring freely? This vision led to an entirely new brand expression: an eagle icon continuously shifting, bold, and effortlessly youthful.
Our concept of "taking flight" embraces endless movement and self-expression. No longer bound by uniformity, each eagle iteration leverages vibrant colour blocks and distinctive styles — united not by conformity, but by a shared spirit of difference. This dynamic flexibility mirrors the creative, boundary-pushing attitudes of Gen Z and the more dynamic, community-focused brand direction of American Eagle.
Working closely with American Eagle’s brand, design, and research teams, we integrated invaluable insights from real consumers and neurotesting — ensuring resonance at both conscious and subconscious levels. Since launching, the refreshed brand identity design has sparked immediate success: neurotesting revealed overwhelmingly positive reactions, and the top five selling T-shirts globally, prominently featured the revitalized brand mark, proving both its commercial impactf and consumer appeal. American Eagle isn't just flying — it's soaring.
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