NikoLGA

True, the “negative space” globes are everywhere. They were even on Premier Cards last year. This year, elite cards have the “Glowing Border” that you see at Check-In signs.

It does look like the “Destinations” background (which you saw on some Global Sevices lobbies, Ties, Scarfs, promo videos) are on their way out.

TCD

I guess I'm the only person who thinks the tulip logo looks horribly dated then?

I've only flown United post merger so have no emotional connection, and the tulip makes me think 70s. The globe may not be inspired but it at least looks modern.

tuolumne

Pentagram last redid the tulip itself in 1996, and the livery in 2004.

If that work had continued, you'd most likely have had seen an evolution by 2017.

With that said, the pmUA brand was a lot more than simply the logo - The custom United typeface, livery, branding etc. The pictures of the Global Services card are a great example. Understated, sophisticated, and business-like. That's what United should have stayed with. What we got was a branding tragedy. Stodgy, forgettable, and low-rent all ring to mind, just like the ads post-merger. From Fallon Worldwide's work, to Smisek's sick idea of branding was just...sad. Unfortunately, it all came to symbolize what UAL was perceived by its customers, shareholders, and employees shortly after the merger - as Walmart Air.

EWR764

So, predictably, this thread has devolved from a legitimate question about the use of the full "UNITED AIRLINES" vs. the more common "UNITED" logotype into yet another lamentation of post-merger branding... yawn.

As an aside, this thread prompted me to look at some of United's older (~20 years ago) international advertising, and it would appear that 'UNITED AIRLINES' historically figured prominently in UA's international branding, especially Y&R's work around the 'Rising' era.

Duke787

I think they've missed an opportunity to do a wholesale re-branding in concert with the Polaris roll-out and position the whole thing as a new beginning for United

Hartmann

Interesting.

What's weird is that I have now seen other ads that feature "United Airlines" rather than "United" but none have been at races or other sporting events. My brother sent me one from IAH that was talking about Brazil and United's partnership with Azul and it was using "UNITED AIRLINES" next to the globe.

EWR764

E.g.

narvik

Those are actually really cool. Hadn't seen these....ever. You say 20 years or so ago?
Interesting regarding the added "AIRLINES".

And thanks for sharing!

tuolumne

I think it's a natural discussion when talking about United's brand!

Here's what SF Gate said in Feb 2004:

"The carrier, which was assisted by its branding consultant, the New York office of the British company Pentagram, said the intent of the makeover and brand campaign is to help the airline 'forge an emotional connection with its most valued customer, frequent business travelers.'"

http://www.sfgate.com/business/artic...sh-2822079.php

When United redid it's brand in the late 90s, they clearly de-emphasized the "Airlines" part, though the brand was always intended to still be able to add words after.

lincolnjkc

While I came from the pmCO side (and I prefer the globe to the tulip, but can appreciate the clean simplicity of the tulip), I do feel like pmUA has had more evocative/resonating advertising vs. pmCO which has been rather blunt and to the point.

The recent pmUA ads I remember were soft sell and almost deemphasized the United brand, vs pmCO's was front-and-center.

For the record one of my favorite commercials of all time (and one my fiancée will still randomly send me when I'm on the road) is the -- and that series was IMO, very well done.

sbm12

My annoyance is with the other font, FWIW.

JAaronT

Noticed the Bingo cage + UNITED AIRLINES logo on the gate display screens at ORD today.

tuolumne

The "Heart" spot is absolutely spectacular. It's set to dueling piano peices by Herbie Hancock and Lang Lang, each representing the two separated people in the commercial.

Here's a great behind the scenes of that spot if you're interested:


And EWR764 - Thise ads were primarily from the dreaded "United is Rising" era. United singularly was used going forward in most marketing in all of the 00s, sans for overseas markets. Sort off of the same situation now .

EWR764

These are some objectively excellent campaigns, in just referring to the original point of this thread, which was the use of the full "United Airlines" in ads, especially in the post-Pentagram era.

JVPhoto

The Dvarapala one in the F seat is amazing!