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Lippincott To Design UA/CO Brand: Industry Source  
User currently offlineord From United States of America, joined Jul 1999, 1384 posts, RR: 1
Posted (4 years 2 months 3 days 3 hours ago) and read 11040 times:

Here's a link to a great discussion among branding industry insiders/experts on the United Continental rebranding. One of the members even designed the current Continental brand components in the early 1990s:

http://www.identityworks.com/forum/i...ines-rebranding-strategy/#more-329

What's interesting is that many of these folks think the United name/Continental colors branding is just temporary. At the end of the discussion, one of the experts says industry sources report Lippincott recently won a United Continental merger assignment. Seems to me a new brand/livery is about to be developed (not that much of a shock, if true). For those that don't know, Lippincott designed both the current Delta brand and the current Continental brand.

42 replies: All unread, showing first 25:
 
User currently offlineThePinnacleKid From United States of America, joined Feb 2005, 725 posts, RR: 8
Reply 1, posted (4 years 2 months 3 days 2 hours ago) and read 10979 times:

If this is true... All I can say is.. WHEW... I was really thinking they were serious about the "rush" merged identity they've been flaunting, which I personally hate! I really hope they come up with something that speaks to the United name as a whole... not one that looks to be Continental with new name...


"Sonny, did we land? or were we shot down?"
User currently offlineVC10er From United States of America, joined Feb 2007, 2950 posts, RR: 10
Reply 2, posted (4 years 2 months 3 days 2 hours ago) and read 10841 times:
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Pentagram, who did the new UA is a more creative (much) more creative than Lippencott. But Lippencott has the relationship with old CO management.


The world is missing love, let's use our flights to spread it!
User currently offlineCOalways From United States of America, joined Feb 2008, 368 posts, RR: 0
Reply 3, posted (4 years 2 months 2 days 18 hours ago) and read 10335 times:

I doubt it will be a new Livery this company is just probably working on the branding on the airport grounds wall back drops poduims and ticket counter rebranding into the CO livery wouldn't look to much into because as the new CEO says the new Livery will STAY. They may jus bring the GLOBE to a more 3D affect like wat they have now on there ads but that's about all. The Tulip Dies and the CO name changes to UA its give and take

[Edited 2010-08-30 04:08:57]

User currently offlinekstateinALB From United States of America, joined Dec 2006, 751 posts, RR: 0
Reply 4, posted (4 years 2 months 2 days 13 hours ago) and read 9709 times:

Quoting COalways (Reply 3):
this company is just probably working on the branding on the airport grounds wall back drops poduims and ticket counter rebranding into the CO livery

I'd most likely agree with this statement, however...

Quoting COalways (Reply 3):
wouldn't look to much into because as the new CEO says the new Livery will STAY.

The livery font was changed about a month ago. This was after Smisek said over and over the first livery would stay. Then, the font changes. It's a small change, but it's still a change. It's very possible that the livery could eventually change sooner than you expect.



ALB, DTW, ORD, MDW, MCI, JFK, LGA, LHR, MAD, MSP, IAD, DCA, MCO, ATL, CVG, TUL, MHK, PHL, PIT, DFW, DAL, CLT, IND, AUS,
User currently offlineckfred From United States of America, joined Apr 2001, 5276 posts, RR: 1
Reply 5, posted (4 years 2 months 2 days 13 hours ago) and read 9540 times:

It would be interesting to know how much communication that UA and CO management have received from customers.

Remember when AA went to the current aircraft livery, the logo had no eagle. It only had the two capital As in the Helvetica font. Employees thought that getting rid of the eagle was a bad idea and got customers to write complaint letters. Management took the complaint letters to heart and had the eagle added to the logo.


User currently offlineUnited787 From United States of America, joined May 2005, 2733 posts, RR: 2
Reply 6, posted (4 years 2 months 2 days 12 hours ago) and read 9151 times:

Quoting ord (Thread starter):
What's interesting is that many of these folks think the United name/Continental colors branding is just temporary.

I wonder if these design insiders realize the magnitude of re-branding an airline this size...with 1000+ planes when you include the RJs...(I can't remember the total number and I can't find the thread in which I totaled it up) I hope that a new brand is being developed for post-merger rather than the current hybrid plan. But I would bet my life that if this is going to happen, it will happen before any planes are painted...the cost of a temporary interim solution and then a complete rebrand soon afterwards would be enormous!


User currently offlineflyerboy1990 From United States of America, joined Jul 2010, 177 posts, RR: 0
Reply 7, posted (4 years 2 months 2 days 7 hours ago) and read 6938 times:

Well if this is the person who rebranded DL, then it will only be better than what UA and CO have now. The current United colors look a bit LCCish to me. CO is a bit better, but kind of old. I pray he does something simple and classy with style, like DL, to represent the UA I loved (battleship gray, world class, etc.).


Flown in: 712, 722, 73G, 738, 752, DC10, CR2, CR9, A319, A320 Want to fly in: A330, 767, 777, MD80, E170 series
User currently offlineexFATboy From United States of America, joined Jul 2003, 2974 posts, RR: 9
Reply 8, posted (4 years 2 months 2 days 7 hours ago) and read 6790 times:

Quoting flyerboy1990 (Reply 7):
I pray he does something simple and classy with style, like DL,

Lippincott is responsible for the "Citgo" livery? That's as good a reason as any to fear for the future  
Quoting flyerboy1990 (Reply 7):
to represent the UA I loved (battleship gray, world class, etc.).

But in this case, whatever new branding is introduced has to balance CO and UA, and preferably send a signal that while the merged carrier's name is "United", it will uphold the higher - that is, Continental's - service standards. I detest the "Citgo" scheme, but DL at least had the advantage that not that many people outside the employees would miss the Northwest (or "Northworst") name.


User currently offlineasuflyer From United States of America, joined Jan 2007, 135 posts, RR: 0
Reply 9, posted (4 years 2 months 2 days 6 hours ago) and read 6391 times:

Lippincott has some experience in the aviation industry after all they have designed the latest liveries for:
Air New Zealand, Continental, Copa Airlines, and the most recent Delta, and TACA liveries. But I do agree that other brand agencies such as Pentagram, FutureBrand, and Landor, have created much more interesting and exciting liveries.


User currently offlinegkpetery From United States of America, joined Jul 2004, 117 posts, RR: 0
Reply 10, posted (4 years 2 months 2 days 3 hours ago) and read 5572 times:

I actually like the current United branding... I don't know why there's always such a big fuss over Continental's branding. I really don't like it at all. One this is for sure, I hope they retain the "Rhapsody in Blue" music with the re-branding. It gives the airline a much better feel... and if that's what you want out of your brand.

User currently offlineaviateur From United States of America, joined Apr 2004, 1357 posts, RR: 11
Reply 11, posted (4 years 2 months 2 days 3 hours ago) and read 5540 times:

A few months ago, United and Continental announced their intent to merge, forming what will soon become the world's largest airline. Shortly afterward, a hybrid paint scheme was unveiled, marrying the Continental tail with United's typeface and bare white fuselage. My readers keep asking me what I think of this....

I understand the sentiment, but they managed to get it backwards. This unwieldy combo manages to preserve the worst aspects of each carrier's identity, and jettisons the best.... The best being United's current tail design -- a truncated, feathery version of its familiar "U" emblem. Continental's tail, on the other hand, bland and ultra-corporate, looks like a PowerPoint slide.

Continental's two-tone flanks, meanwhile, with the thin gold cheat-line, are considerably more handsome than United's anemic blue and white.

Then again, a switched-around version would have its own aesthetic problems.


PS



Patrick Smith is an airline pilot, air travel columnist and author
User currently offlinepacificclipper From United States of America, joined Aug 2009, 312 posts, RR: 0
Reply 12, posted (4 years 2 months 2 days 3 hours ago) and read 5526 times:

Quoting asuflyer (Reply 9):
Lippincott has some experience in the aviation industry after all they have designed the latest liveries for:
Air New Zealand, Continental, Copa Airlines, and the most recent Delta, and TACA liveries.

Some experience, yes. The problem is that all of those examples are lackluster and completely unremarkable. Considering CO's branding/marketing strategy to date (spend as little as possible), Lippincott probably got the gig in exchange for tickets.

Quoting exFATboy (Reply 8):
Lippincott is responsible for the "Citgo" livery? That's as good a reason as any to fear for the future

Yup.



Fly Beautiful :: 747
User currently offlineMSPNWA From United States of America, joined Apr 2009, 1975 posts, RR: 2
Reply 13, posted (4 years 2 months 2 days 3 hours ago) and read 5445 times:

Quoting asuflyer (Reply 9):
Air New Zealand, Continental, Copa Airlines, and the most recent Delta, and TACA liveries.


That's not a resume I'd like to have. White, white, and more white broken up by a little bit of color on the tail and/or underbody. Nothing striking. I'd like to see UA/CO design something entirely new instead of going with the hybrid look, but this designer doesn't give me much hope.


User currently offlinedeltal1011man From United States of America, joined Sep 2005, 9577 posts, RR: 14
Reply 14, posted (4 years 2 months 2 days 2 hours ago) and read 5371 times:

Quoting ord (Thread starter):
For those that don't know, Lippincott designed both the current Delta brand and the current Continental brand.

HA then all i can say is run.

Expect them to take a logo (like the widget) and just make it crap.



yep.
User currently offlineAlias1024 From United States of America, joined Oct 2004, 2782 posts, RR: 2
Reply 15, posted (4 years 2 months 2 days 2 hours ago) and read 5253 times:

Quoting gkpetery (Reply 10):
I actually like the current United branding.

As do I. The paint scheme works well with the proportions on the Airbus IMO. The rest of the fleet is just ok, but the paint scheme isn't all there is to branding. I really like the current typeface, and wish they'd use it instead of the squished down Delta font they unveiled. I like that Rhapsody in Blue has been retained, the nice print ads and especially the television commercials. Those commercials were beautiful works of art.



It is a mistake to think you can solve any major problems with just potatoes.
User currently offlineEA CO AS From United States of America, joined Nov 2001, 13664 posts, RR: 61
Reply 16, posted (4 years 2 months 2 days 1 hour ago) and read 5204 times:
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Quoting ord (Thread starter):
At the end of the discussion, one of the experts says industry sources report Lippincott recently won a United Continental merger assignment.

You DO realize you're citing one posting - without sources - from a 3 month old discussion in another open internet forum as being your supposed proof, right?   

Pardon me for believing this only when I see it....

[Edited 2010-08-30 20:23:11]


"In this present crisis, government is not the solution to our problem - government IS the problem." - Ronald Reagan
User currently offlineAntoniemey From United States of America, joined Dec 2005, 1585 posts, RR: 4
Reply 17, posted (4 years 2 months 2 days 1 hour ago) and read 5092 times:

Quoting aviateur (Reply 11):
I understand the sentiment, but they managed to get it backwards. This unwieldy combo manages to preserve the worst aspects of each carrier's identity, and jettisons the best.... The best being United's current tail design -- a truncated, feathery version of its familiar "U" emblem. Continental's tail, on the other hand, bland and ultra-corporate, looks like a PowerPoint slide.

I have to disagree on this... The UA logo was not designed as a negative space design. CO's was. To me the UA tail looks like they got to that part of the livery, didn't know what to do, and just said "We'll just make it so the tulip covers the whole thing." CO's tail, while maybe a bit bland to some, emphasizes a global reach, which the combined airline will have even more than CO alone did. Is it the best rendition of a globe ever to be made? No, but it's clean, simple, and professional... and that's the very essence of CO's brand image.



Make something Idiot-proof, and the Universe will make a more inept idiot.
User currently offlineBMI727 From United States of America, joined Feb 2009, 15796 posts, RR: 27
Reply 18, posted (4 years 2 months 2 days 1 hour ago) and read 5001 times:

Quoting asuflyer (Reply 9):
But I do agree that other brand agencies such as Pentagram, FutureBrand, and Landor, have created much more interesting and exciting liveries.

Maybe they don't want "interesting and exciting." Sure aviation enthusiasts who like seeing interesting planes do, but what is wrong with CO and UA wanting something that is more evolution than revolution? Is there any problem with something simple, distinguished, and professional?



Why do Aerospace Engineering students have to turn things in on time?
User currently offlinerj777 From United States of America, joined Dec 2000, 1863 posts, RR: 2
Reply 19, posted (4 years 2 months 2 days ago) and read 4933 times:

Well, if the design is finalized....I wonder if Airbus and Boeing have been sent the paint design.

User currently onlineDualQual From United States of America, joined Mar 2006, 781 posts, RR: 1
Reply 20, posted (4 years 2 months 2 days ago) and read 4900 times:

Quoting pacificclipper (Reply 12):
Considering CO's branding/marketing strategy to date (spend as little as possible), Lippincott probably got the gig in exchange for tickets.

The sad part is I don't even view this as a joke but the sad reality of having a bunch of bean counters calling the shots.


User currently offlineOP3000 From United States of America, joined Jun 2009, 1775 posts, RR: 2
Reply 21, posted (4 years 2 months 2 days ago) and read 4877 times:

The current post-merger branding was done hastily and rather crudely in the UA/CO case - the designers will now hopefully us the elements of both predecessor company brands to make one that has all the attributes of a strong global brand.

Hopefully they will do so well enough so that the new company does not have to re-brand as often as UA did over the past 20 years - not that I disliked their designs generally but it seemed like a costly and unnecessary endeavor.


User currently offlineukoverlander From United Kingdom, joined May 2010, 378 posts, RR: 0
Reply 22, posted (4 years 2 months 2 days ago) and read 4854 times:

It seems that it's Groundhog day yet again...........

It's not going to change....Continental is not going to give up their 'skin in the game' and with their man at the helm - why would they?


User currently offlineAntoniemey From United States of America, joined Dec 2005, 1585 posts, RR: 4
Reply 23, posted (4 years 2 months 2 days ago) and read 4841 times:

Quoting rj777 (Reply 19):
Well, if the design is finalized....I wonder if Airbus and Boeing have been sent the paint design.

Boeing already has it... all they need is the template for the new titles.



Make something Idiot-proof, and the Universe will make a more inept idiot.
User currently offlinePacificClipper From United States of America, joined Aug 2009, 312 posts, RR: 0
Reply 24, posted (4 years 2 months 2 days ago) and read 4820 times:

Quoting BMI727 (Reply 18):
Is there any problem with something simple, distinguished, and professional?

Yes. Simple and professional can be fine if executed well. The existing CO brand is simple -- but it's also dull and dated.

When the new combined company is competing with British, Qantas, Air France, Emirates, Luftansa and others from its *new position* as largest airline in the world, simple doesn't quite fit the bill in the face of those often stronger competitors. This is a unique opportunity to move the brand forward. Delta certainly seized that opportunity to invest, improve and evolve its brand and its products. The respective UA/CO products are evolving well so far (new lie flat biz seats, UA's operational performance, new jets on order etc.), the new identity is not. At least not what's been made public so far.



Fly Beautiful :: 747
25 mayor : DL's employees, after enough complaining, managed to get the "frowning" widget changed back to the classic widget before the current livery was chose
26 Post contains images TSS : Dang it! ExFATboy beat me to it! Since Lippincott co-opted Citgo's logo for DL, perhaps they could use the old Mobilgas logo for the combined UA/CO:
27 Antoniemey : ANYTHING but battleship grey... UGH. It is possible to update the brand as a whole and still keep the livery simple. In fact, BA, QANTAS, Emirates, L
28 VC10er : There will be a considerable identity change for sure. The current design is a place holder so to keep CO and UA employees as calm as possible. Allow
29 Post contains images EA CO AS : And you know this for a fact? Didn't think so. Again, you know this for a fact? Didn't think so. Look, I don't mean to be a spoiler here, but all I'm
30 jamake1 : Very well stated Clipper. I agree wholeheartedly. After the hybrid logo was introduced, I could not imagine that the new United Airlines would miss t
31 Post contains links ord : The one posting is cited. It is from Tony Spaeth, a branding expert who has been in the business since 1965. And while the discussion is three months
32 hnl-jack : Don't count it, the marketing is being directed by the exsisting CO marketing team and we have seen much of their work thus far. The web site for the
33 EA CO AS : So? He posted something without citing any verifiable source, and now you're citing his un-verified post like it's Gospel. That's grasping at straws
34 VC10er : Naturally I could be wrong. I'm human and ALL humans, even highly experienced humans can be wrong. I just happen to consider myself highly experience
35 VC10er : "Rapsody in Blue" is an extremely POWERFUL "powerapp" (c) ala Landor.....and I am sure deciding to keep or toss it will be long and gutt wrenching day
36 ord : I used words like 'seems' and 'if true.' Nothing definitive or gospel. I am merely posting about something I read that would interest many here. It i
37 Post contains images EA CO AS : That's fair, and I appreciate the clarification. While that first part is true, the title of the thread certainly implies a definitive statement, as
38 UA_727 : There are a number of reasons the globe (much to my personal dismay) will stay: Merger of equals, Smisek championing the globe, etc. And while all of
39 PacificClipper : But you are. Thank you! Someone else on here besides me and VC10er that understand some basic marketing principles. Clearly the knee jerk reaction to
40 Antoniemey : More or less, yes... I will say Virgin America needs more blue in their livery and Southwest needs to find a color that doesn't fade quite so badly.
41 COalways : WOW I jus notice that too u post an article from MAY that's jus chessy! So that answer all questions UA planes will be painted in the CO Livery nothi
42 aerokiwi : Yeah, realistically, efficiently and coherently. UA's on the other hand, couldn't even be bothered having their fleet painted within 5 (6?)years... s
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