I dislike the matchy matchy engine, winglets and tail. I like this particular shade of blue but overall this refreshed livery seems completely uninspired. I'm sure they used in-house marketing department along with outside branding agencies. A better path would be to get submittals from fashion designers, musicians, architects and the like. Stay away from these corporate marketing wanks.
Hello Yonderlust, I am a "corporate marketing wank" and damn well proud of it. Many people in my field would probably just laugh you off. I will take some time to explain a bit.
I started out as a designer in 1980 at the age of 20, at a small agency on Madison Ave. It was not a very good one, but it was "experience", A gentleman there named Joe Esposito took me under his wing. I would say he was in his mid 50's. Joe had personality flaws (a very bad temper and no filters) that held him back from becoming more than a Senior Designer at a small Madison Ave agency, but that had nothing to do with his talent or intelligence. Joe was there after had a very impressive career working in "branding" design. He told me in 1980 that there was one design agency (this was before the words: "Brand or Branding" really meant anything) and that this single agency was lightyears ahead of any other design agency, the very best, the largest and ONLY global design agency in the world. It was the agency who brought great importance to what we do as designers for our clients, and that what we do is a CRITICAL driver of business, "as critical as ADVERTISING". That statement was (at that time) simply OUTRAGEOUS. The BIG agencies were the "originators and keepers" of a brand, be it OREO cookies, Ford, dog food or an AIRLINE. That agency was Landor. I learned everything I could about them and made a goal for myself, that I would find jobs at lesser places for 10 years, but use the projects they had as a way to build a portfolio good enough to get a job there. Finally, in 1991, I had built the confidence to interview there, and was on cloud 9 that I got the job. Landor, at that time was also the global leader in airline branding. Basically, Walter Landor pitched Alitalia in the mid 1960's on the idea that the aircraft itself was like a "package" design, or flying Ad. Like a bottle of Coca-Cola or like a famous brand of cosmetics, and sold them on the idea that how the aircraft looked, telegraphed to the consumer what the brand about, not just another metal airplane with a name and flag of origin. I worked for 24 years either with or along side with some of these brilliant people. - to think of most of them as "wonks" or that the best of these designers as "less than creative" as Fashion Designer or architect blows my mind. The folks I know who did Landor BA and Cathay etc, etc were geniuses...especially Peter Knapp. (If I was CEO of a major airline, I'd call him FIRST!)
I don't know what you profession is, what your area of expertise is, but there is an excellent chance I would NOT be in a position to make calls about how to do what you do better. However, I would place an enormous bet against having thousands of solutions being submitted willy-nilly from people OUTSIDE your area of expertise is a better idea than consulting with experts who have many, many years of experience in your profession, got the benefit of what they learned through trial and error elsewhere who truly understand how things work in your profession.
You can dislike this UA livery, "design" all you want and why, and you would not be wrong as opinions are not fact or science. But frankly you are taking extremely smart, experienced and very talented people and throwing them ALL under a bus because you don't like this livery means that you don't understand or lack the knowledge of what marketing professionals, brand and branding designers actually do. And, I would be remiss not to mention, disrespectful and hurtful.