Saturday, 14 August 2010
Come work hard and, um…fly right the friendly skies?
United NewsReal August 12, 2010
New Visual Brand Identity for the New United Airlines
Today, United and Continental revealed refinements to the visual branding for the new global airline that will result from the proposed merger.
The new logo displays the proposed company’s brand name – UNITED – in capital letters and in a more contemporary, sans-serif font, joined with the globe which has represented Continental’s brand since 1991.
A corresponding update of the proposed 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. To see the new logo and livery, go to UnitedContinentalMerger.com.
The new brand logo and aircraft livery acknowledge the legacy of both carriers and advance the brand image for the new airline.
After the merger closes, the new logo will be adapted, using certain guidelines, for use on printed materials, signs and related items. We will not begin using this logo until after the merger closes.
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Whereas my earlier comments regarding the merged identities of United and Continental suggested that there was nary a designer in the room, this time around, it seems they went out and found one. And then sat down next to him/her and beat them over the head until they did exactly what they wanted: The mechanical “blue-gold-white globe image” (is that what it’s really called?)—combined with a “custom” bold extended sans serif font (Now there’s an idea).
These guys are clearly confused. It’s bad enough that the logotype is a bust, but beyond that has anyone stopped to think that after this identity folds in a year or two, that United could be flying up to five different liveries (here’s four)? That extends to signage, onboard product, furniture and everything else that, in the best case scenario, gets “refreshed” every 5 years or so. Get ready for a mess.
Looking at it that way, this mash-up of an identity might be the least of United’s branding worries—and at this rate Saul Bass’ “Tulip” will be back by next Thursday.