The recent rebranding of Aeroméxico, the country's largest airline, has sparked intense criticism among designers and the public alike. The airline's new logo, which marks its first significant redesign since 1998, aims to modernize its identity as it celebrates its 90th anniversary. However, the reception has been overwhelmingly negative, with many comparing the new design unfavorably to its predecessor, which featured a traditional Aztec eagle warrior symbol. The rebranding effort seeks to infuse the airline's image with dynamism, warmth, and a contemporary feel that reflects modern Mexico. The updated color palette includes a darker shade of blue and a switch from red to fuchsia, which is intended to set Aeroméxico apart from other airlines that utilize similar color schemes. Despite these changes, the redesign of the logo itself has been criticized for losing the distinctiveness of the original emblem, which was rooted in traditional Mexican art. Critics have pointed out that the new logo's attempt to create a more realistic representation of the eagle has resulted in a design that is less recognizable and has led to unfortunate comparisons. Some have likened the new logo to various pop culture references, including characters from popular television shows and movies, suggesting that it resembles a cowboy or even a cartoon character rather than an eagle warrior. This shift has left many feeling that the redesign has strayed too far from the airline's heritage and cultural significance. In-depth critiques have emerged, particularly from graphic design commentators who have highlighted technical flaws in the typography of the new logotype, such as poor kerning and a lack of optical adjustments. These critiques emphasize that while the new design may aim for a warmer and more contemporary look, it risks losing the timeless quality that made the original logo iconic. Overall, the rebranding of Aeroméxico has ignited a debate about the balance between modernity and tradition in logo design, with many arguing that the new identity fails to honor the airline's legacy and its place in Mexican culture.