United Airlines
Having recently updated their brand’s visual identity, United Airlines, initiated a new livery design to reflect the change. The update removed the gold colors and luxury overtones (both remnants of their merger with Continental Airlines) in favor of a modern and inclusive palette. We worked collaboratively with United’s CMO on the livery design, and handed off design concepts the United team guided through final production.
Initially, United turned to their in-house design team. Feeling “stuck,” United’s CMO looked externally for a design partner to create design concepts for the new livery. Our client was excited and enthusiastic throughout the process, and guided the United design team through final livery refinements and production, leading up to the launch event.
Translating a 2D design into a large scale physical product is a tremendous amount of work. The United team’s rigor and dedication are seen in the beautiful final livery photographs from the launch event. In the new livery design the blues evoke trust, optimism, and work to shift the brand from exclusive to inclusive. The updated United Airlines brand and livery design are welcoming to everyone.
