American Airlines unveiled a new logo and livery Thursday, as part of an effort to revitalize the brand.

The reveal, made online, introduced the sleek new look (seen above) that will grace the company's much touted new Boeing 777-300ER aircraft, which will hit the skies January 31.

"Since placing our landmark aircraft order in July of 2011, we've been building anticipation toward a moment in time when the outside of our aircraft reflects the progress we've made to modernize our airline on the inside," said Tom Horton, American's chairman and CEO, said in a press release.

Other changes at the airline will include increased international service, fully lay-flat business class seats with all-aisle access, fleet-wide in-seat entertainment in all cabins (hooray!), as well as tablets for flight attendants and iPads for pilots.

The introductory video does touch curiously upon a much buzzed about possible merger.

"While we complete the evaluation of whether a merger can build on American's strengths, we remain steadfast in each step we take to renew our airline, a step we take with great respect for our name American," said Horton.

More to come.