Thoughts on United Continental Branding?


Just as Continental Airlines CEO Jeff Smisek prepares to be deposed Friday as part of a lawsuit aiming to block Continental’s union with United, the branding for the merged airlines is raising hackles in some quarters. The Jaunted blog comments, “We can’t decide if we like it or not. The font of ‘United’ is obviously a modern update, and they’ve switched to capitalize all letters, but the Continental tail just looks off. Also, it’s very white.” The Consumerist blog chimes in, “I wonder if Continental feels like the kid whose mom forces him to take his stepdad’s last name.” Take a closer look after the jump and let us know what you think.[more]

When the merger was announced on May 3rd, the companies declared that the name of the merged airline will be United Airlines and that “the marketing brand will be a combination of the brands of both companies. Aircraft will have the Continental livery, logo and colors with the United name, and the announcement campaign slogan will be ‘Let’s Fly Together.'”

The logo for the Continental-United merger, which would create the world’s largest carrier, was originally supposed to look like this:

Last week, they unveiled a tweaked visual brand identity to support their positioning as an “enhanced global competitor.”

The new logo (below), as the companies explained in a press release, “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.

Both airlines have earned strong brand recognition in one of the world’s most visible and highly competitive businesses. The new visual identity builds upon the significant value of each airline’s current brand, while advancing the combined airline’s future brand image.”

The Brand New blog gives this iteration of the look “18 months” – what say you?