Opinions on corporate and brand identity work.

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This is a very old entry — images are small, formatting is off.


Follow-up: United Airlines

Reviewed Aug. 12, 2010 by Armin

Industry / Aviation Tags /

United Airlines Logo, Before and After

Allow to me quote myself from something I said a little over three months ago: “In all likelihood we will see a new logo in the next year or two.” Boy was I wrong as a drunk at the race track. It wasn’t two years. Or a year. Barely a financial quarter has passed before United Airlines — the resulting moniker of the merger between it and Continental — changed its logo. And if you thought it couldn’t get worse, bet again.

The new logo displays the combined company’s brand name in capital letters (UNITED) in a custom sans-serif font, joined with the global mark which has represented Continental’s brand image since 1991.

A corresponding update of the combined airline’s aircraft livery will adopt Continental’s livery, colors and design, including its blue-gold-white globe image on the tail, combined with the new-style UNITED name on the fuselage.
Press Release

United Airlines

This has to be one of the poorest handled identity mergers at this scale. To be fair, there is nothing inherently wrong with the dull extended, bold sans serif that has been introduced but it represents a kind of corporate stubbornness to not admit that a perfectly decent extended, bold sans serif already exists that works perfectly with the word UNITED. Why create a poor man’s version of that is somewhat incomprehensible and then to tout it as “Ooh la la, it’s custom, baby” is gratuitously sans merit.

United Airlines

Despite the fear of being wrong once again, I give this knock-off identity 18 months.

Thanks to Charlie Guese for the tip.



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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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