You should read as well the review on Fastcodesign
I just stumbled over this delightful re-branding project of American Airlines from graphic designer Anna Kovecses. She created a new experimental identity (for a Victors and Spoils project) aiming to help AA reinvent itself after filing for Chapter 11 Bankruptcy protection in 2011.
Skift.com compiled 5 other talented designers who also re-imagined how the American Airlines should look like. Definitely worth a look.