I liked the prior UA identity as it was imagined -- though rarely completely executed. When walking through ORD last night for the first time in several years was thinking....this could be the last I see of the terminal in the old UA looks. Little did I know it would change overnight.

But the new font is interesting -- don't see it used often -- so it's recognizable and feels like CO's font, and stands out well. Feels modern but still restrained enough to be comfortable.

It looks like it might actually be a derivative of the typeface used for the main logo...

http://www.facebook.com/unitedairlin...type=1&theater

I still shake my head seeing current United print materials in the old 1990s Bodoni typeface (safety cards, duty free catalog, etc). Like seeing one of the battleship grey planes on the tarmac or the many 1990s era terminal signs.

For all the UA sticklers about brand I have to laugh a bit because I don't think I've ever seen a brand with more incomplete application in the real world. It's like living in a museum.