Say It Isn’t So!
Last year United and Continental Airlines (the third- and fourth-largest U.S. carriers respectively) announced they would be merging, creating the largest airline in the world. While the media focused on numbers of flights, ramifications for shareholders and what will happen to customers’ frequent flyer miles, I couldn’t help but wonder; what’s going to happen to the identity?
As I see it, United has always had the cooler, hipper personality with its Saul Bass-designed tulip icon and Pentagram-crafted wordmark (and livery) as well as its lovely mid-00s TV advertising campaign by Fallon. Continental, on the other hand (and despite its original globe logo having a Saul Bass origin) is, well, bland in comparison. Competent, but boring. Last updated by Lippincott in the early 1990s, making the globe more refined and the typography more formal. So how will these two identities come together? Well, rather painfully.
Posted by: TAWD on April 4, 2011