02Sep2010
Brand Merger
Posted by timezoneone
The U.S. Justice Department cleared the way last month for Continental Airlines and United Airlines to merge, creating the world’s largest airline. The airline will be called “United”. This is an interesting branding case study. In the pictures above you can see proposed aircraft branding once the merger takes place. The aircraft livery uses branding cues from both legacy carriers. It literally “unites” the two brands. The design retains the white aircraft fueslage, and includes the Continental Airlines globe on the tail. Two logo typefaces have been proposed so far – firstly, the airline name using Continental’s serif typeface and secondly, the airline name using United Airline’s sans serif typeface.
USA Today has reported that customer feedback would like to see the merged airline retain the famous United Airlines tulip shaped “U”…so, I guess you can’t keep everyone happy!
Bulkhead Nigel.
