I redesigned a new identity and vision for United Airlines, with the aim to improve the airlines image and return the ‘World’s Largest Airline Company’ to the top of aviation.
Adobe Photoshop • Adobe Illustrator
Challenge
Refreshing United Airlines look and feel to better represent its modernisation efforts. After merging and taking the identity of Continental Airlines in 2010, the historical and iconic image of United Airlines was lost. United was in need of an identity that its customers would recognise once again. A creation of recognisable planes and an enjoyable experience like the United of the past.
Idea
Reinvigorating the United brand meant exploring what represents America: pride, innovation, opportunity and progress. The United brand needed to expand from not only being a profound business airline, but to a family and pleasure-orientated airline too. An updated identity also has to convey these truths while capturing the optimism and heritage that comes with the United experience.
Solution
I developed a new logo, livery, and visual style that is clear, modern and patriotic, yet welcoming and engaging. The updated look and feel honours the airline’s heritage whilst capturing the timeless spirit of modern America.
Logomark
The key inspiration for the new United Airlines logomark was to encompass the unique shape of the USA. The fluid motion shares subtle similarities to the capital letters 'U' in blue and 'A' in red. The new logomark is also inspired by the much loved historical 'Tulip' logo that United embraced for many years, with its symbolic use of red, white and blue.
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Logotype
United Airlines logotype is newly designed, bespoke and incorporates all of United’s values. The bold typeface retains the brands strength, whilst the new smoother lettering creates a softer, more streamlined presence.
Signage
Reinvigorating the United brand meant updating its logo and livery, but also revisiting the entire experience of flight. Inspired by the new look, I’ve developed a suite of environments tailored to travellers in every cabin. A clearer signage system and more appealing approach to airport terminals and premium check-ins helps customers feel part of an airline at the forefront of aviation.
Advertising
The new-look advertising provides a clean and engaging visual representation of United. It speaks to the audience in a clear, inviting and polite manner. The typography is large and thin, keeping the advertisements feeling light and uncluttered. The use of subtle colour helps to keep the visuals feeling warm, vibrant and appealing.
Mobile App Concept
Seamlessly integrated technology is at the heart of modern travel. For that reason, in 2014 I designed a new mobile app concept with an eye towards accessibility and interactivity. The concept not only kept with United’s new brand aesthetics, but the interface allows for users to more easily engage and find important features quicker than before.
“Very cool and creative. I hope you got an A+ on this project. Thanks for sharing with us.”
United Airlines, Twitter
31,000+
Project views and featured in ‘Graphic Design’ on Behance in 2014.
