The New United-Continental Logo: Flying a Little Too Close Together

The airline merger is a big loser for United, who may have kept the name but lost all of its rich brand equity–including double ties to a legendary designer.

United Continental merger


What’s wrong with this picture? When I first saw this photo, taken Monday, of United and Continental’s CEOs cementing their just-announced merger, I didn’t notice it. When I clicked over to the press release announcing the new mega-airline, I still didn’t notice it. It was only when I was reading the branding and identity site Brand New this morning, when I saw their side-by-side comparisons, that I noticed it. The extremely puzzling United-Continental “mashup.”

I had looked at United’s “new” logo several times but each time my eyes had scanned the familiar forms and registered it in my brain as “Continental.” And that’s a big problem. Unless, of course, the merger agreement included a clause that insisted United would be stripped of every last bit of its brand equity.

United old logos

United’s identity has had an interesting history. Early wordmarks for plane’s tails were designed by famed industrial designer Raymond Loewy. But the logo that everyone has associated with United for over 30 years is the distinctive U designed by legend Saul Bass in 1973.

United Pentagram logo

The logo received an update to its text in 1992, by CKS Partners, and again in 1997 by Pentagram (above). But they always kept the U.

United logo

That elegant, understated U. Can we all pause for a moment of silence for that beautiful U?

Saul Bass


But here’s the kicker. Remember Saul Bass, the designer of this beautiful U, shown here holding that U-adorned United plane in his hand? Look to the right, just behind him.

In an ironic twist, Bass also designed an early logo for Continental, in 1968.

Continental logo

Of course, they abandoned it soon enough for the blue, boring whiffle ball that now belongs to United. Monday’s merger was landmark in more than one way: Two airlines with fantastically rich design legacies chose to sever a shared history with one of the world’s greatest designers and go forward with blah.

United plane

Now that I’ve noticed it, I can’t believe my eyes. In that meeting, did they really decide that this was truly the best way to acknowledge both parties? Are there any other brands that have merged and essentially swapped
identities? Or did they not want to pay a designer to come up with something new? Is this really happening? It feels like some kind of alternate-universe bad design dream.


Of course, it could have gone the other way, notes Prescott Perez-Fox, who dropped this concept in Brand New’s comments. Somehow, I think I would have been okay with that.

Saul Bass photo by AIGA

About the author

Alissa is a design writer for publications like Fast Company, GOOD and Dwell who can most often be found in Los Angeles. She likes to walk, ride the bus, and eat gelato