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Continental / United Rebranding Poll

August 17, 2010 - 10:33 pm

From these brands…Continental and United Airlines logos

To this brand…

United Airlines new logo


How does the new United / Continental branding grab you?

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Chris Hartman

August 24, 2010 10:33 pm

RIP, another Saul Bass classic.

Back in the day, both United and Continental sported Bass logos. I suppose they are getting a little long in the tooth now, but still.

Here in Boston we are not a hub to any major carrier so I’ve spent a little bit of time on a lot of different airlines. I always sort of admired Continental’s stodgy brand identity, but have to say that I never understood what they were going for with the skeletal globe. It always looked like an antique to me, an astrolabe, maybe? Anyway it’s a shame that that’s the only element that was preserved. Hoping that this turns out to be a transitional identity.

The better news is that the god-awful Northwest re-boot (featuring a giant lower-case “nwa” logo) has been retired as part of the merger with Delta. I think Delta now has a really nice logo and livery.

Best brand execution by an airline continues to be JetBlue.

I enjoy both the aviation industry AND logos/brands, so thank you for this poll.

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