design for brand identity
In creating UNITED’s new brand identity, I wanted to bring back the imagery that both Continental and United had before merging, which included strength, consistency, and passenger consideration. I wanted to create a new logo that is lively and modern, which appeals to current and new customers. The new logo reinforces United’s image as the world's leading airline. I also wanted to reinforce their position in their market segment as a business, luxury, and leisure travel business. Since United’s target group is higher-income individuals and corporate business accounts, I maintained its high end and luxury appearance.