In April 2010, United Airlines and Continental Airlines announced they were merging. This was rumored long before the announcement, and one of the biggest questions being asked was regarding the brand: whose name and logo would they keep? I decided to present how I would handle the merged logo and livery.
My focus was on finding a unique way of combining the two logos in an effective, memorable way. One of my first concepts was to literally merge the United “Double U” logo with the Continental “globe” logo. I was initially pleased with the result, being a much less experienced designer. I posted it in various outlets online, and the logo became extremely popular with over 100,000 views after the new logo disappointed many enthusiasts who were hoping for something more.
Later on, I started to realize that this logo would not work for several reasons: I could not produce a one-color rendition that looked clear, pleasing to the eye, and true to the original form. Also, when seen from a distance the globe aspect of the logo would quickly lose its clarity and look like a smudge.
Inspired again in 2012 after watching an interview with Saul Bass, I decided to again attempt a new logo for United Airlines. After numerous sketches, I came up with the idea of using horizontal lines of the same weight and distance apart as the main “horns” of the Double U logo, crossing against the original Saul Bass logo to create the abstract impression of the Continental globe within the new United Airlines logo.