Be careful what you wish for! It was a glorious and glamorous job until all the branding/design agencies were bought by behemoth agency holding companies that were publicly traded. That ruined a lot. Design companies should NOT be publicly traded as they must shrink at times and reinvent themselves, invest capitol to innovate etc...but the giant holding companies put a near untenable demand for consistant growth, month over month, year after year, thus squashing the investments and stressing out designers beyond the stress of being a designer! The result is a very draining focus on money over creativity. Back when Landor was private and run by Walter, Walter could do whatever he wanted, including running offices at a loss simply to have a foot in a particular market with fabulous offices, like Landor HQ
on the famous ferry boat in SF
bay or Landor NY in a townhouse with a real gilded dome in the conference room, or Landor Mexico in a deserted white stucco convent with cactus and gardens! Everything today is in a regular office where each sq inch is counted like an airline counts inches on a 777.
Small correction: Lippencott did not "do" Coca-Cola. The script "Coca-Cola" dates back to the late 19th century. In my career (spanning 35 years!!! yikes that is tough to write, I'm getting old) many agencies have touched Coca-Cola. In the early 1990's Landor SF
had the Coke business for many years. You may recall the version that had pinstripes on the can, also where the "wave" went through the "e" in Coke. Then we got PEPSI and I ran much of the beverage business (I did the PEPSI BLUE Concorde) Then, many more agencies worked on Coke, and most recently was Turner Duckworth, who did great work for them. Lippencott is a very impressive agency and were always a tough competitor for us at Landor.
As for United calling me, I WISH!!!! I now have my own branding agency. I would advise them to re-look at all the core touch points along the customer journey from booking to departure until luggage pick-up. "Touch points" are when you (the customer) interacts with the brand, website, lounge, ticket jackets, gates, on board, menus...etc. While I'm do not like the thingy they created from the negative space from "Globe in Box" - it is an improvement. Frankly, Pentagram did an awesome job for legacy United. Really classy, and they were smart enough to exalt the Saul Bass "U" as it lived shoulder to shoulder with the likes of such symbols as Delta, Chase, GE
, Singapore Crane, bp's green sun...and so on. The "tulip" was world famous.
A "brand" is a promise to the world. A new logo and livery now would say that there was a new "promise" from UA
, and if people flocked back and found all was the same, it would be a broken promise...and consumers NEVER forgive a broken promise! United must improve at everything, even become superior in many key areas, especially for the fickle and demanding premium fliers. Once that happens, United can paint a new promise on the entire fleet, and it would be worth the money to do it then. And do it faster than historic slowness, like Delta. FAST. BUT ONLY WHEN UNITED BECOMES THE LUFTHANSA OF