As I said earlier, I don't love it, I don't hate it. I do think that some of the artwork shown here in this thread is more appealing than the design that United ultimately chose, Carbon Fibre's in particular.
That always amazes me - that companies spend big dollars paying a design company to come up with a new scheme or branding and then they don't knock it out of the park. Okay is apparently good enough.
I have a question and an insider’s factual truth to let you in on, both being in good spirit and respectful.
First: how much is “big dollars” to you? As in how much a branding and design agency is paid? Feel free to provide a range like $700,000 to $1.5 million, (or less or more) etc. And, in particular, how much of that total sum is JUST for the design of the livery alone?
David Ogilvy, of “Ogilvy & Mather” (David O, being one of the advertising world’s most famous and respected people) has one quote that is hugely famous, something he said MANY decades ago, but 100% still relevant today: “A client gets what they deserve” - meaning that no matter how fabulous the work an agency can do for their clients (ideas, ads, branding design, websites-anything) that in the end, what actually makes its way out into the world is absolutely due to what the client has approved.
Forget the new UA livery for a moment. If I see a package design that is magnificent, bold, beautiful and daring, or a logo for a company (either a redesign or new company) that blows my mind because it’s so brilliant- I will give the client MUCH more credit for it than I do the agency that did the work. Far more times than not, the agency presented better ideas and work, but the client teams, over a period of time will demand that changes are made “make this line darker, make the brand name bigger, I don’t like that pattern behind the logo, put a baby in the ad, remove the sculpted bulkhead that’s on the 77W, “Apple” is such a stupid name for a computer- are you crazy, how could you even show me that? this is technology, I want a name like ‘NovoTek” because it says both “new and technology” then it (the ad, the design etc) might go into consumer research! And 15 people out of 36 might say “I hate the purple bottle, nothing is purple in the vitamin aisle!”—but perhaps the purple is EXACTLY what is needed because it looks different than all the others.
Airline livery designs a very seldom researched because of the risk associated with a leak.
SO, how do you know if the new UNITED livery is a version of something you would have loved much more, that a very talented agency did awesome work, but it was then diluted with many opinions- but the client loves it, thinks the agency was fantastic and the new livery you see today was ultimately APPROVED by the client. They (UA) got what they deserved, a livery that most people seem to think (on balance) is an improvement. And Oscar tried to control expectations from the start by stating quite loudly “EVOLUTION” not “revolution”. (I would say Iberia made a revolutionary change) I don’t really like it, but aside from red and yellow- everything from the OLD Landor Iberia was changed. FedEx from its original Federal Express slanted identity was fairly revolutionary.
How much do you think Landor should have been paid to recreate the FedEx brand & Branding?