The new logo features a stylized U by linking six marquise-shaped segments which represent the six continents that United Airline flies to. It is round in totality which is a nod to Continental's previous globe logo.
We believe the merger poses a great opportunity to totally recreate a new identity for United Airline. Our goal is to recapture the timeless history of United and its Tulip logo which had enjoyed a strong brand identity for decades while injecting freshness to the post-merger brand.
To emphasize United's heritage, we decided to pay tribute to United's legacy in U.S. commercial air history with the Americana design style including the use of denim as the key fabric material and United's original navy blue color with a retro twist. To update the brand, a bold and modern typeface is used.