So the new United Continental "interim" ad campaign prefaces the new signage that will appear on billboards and in stadiums bearing the new United typography and somewhat familiar logo. As reported by the Wall Street Journal, the new ads will not have a tagline but will focus on the company's rosy new "outlook" as well as "low-fare guarantees and various product attributes, according to a review of six examples."
The new logo will be on all of the online and offline advertising and will mark the official end of United's "tulip" logo, which travelers have known since the 1970s. This has caused some consternation among tourists who remember the tulip fondly. There is even a Facebook group with 24,550 members devoted to saving it. At least United's theme song, Rhapsody in Blue, by Gershwin will remain.
United Continental has found prosperity in these hard times and the generally positive outlook of the airline seems to be rubbing off on industry watchers, who at first seemed skeptical about the awkward company naming (one blogger wondered if Continental "feels like the kid whose mom forces him to take his stepdad's last name").
I have watched this merger for some time and feel that the earlier proposed designs were not as good as what is now on the planes. The new design "combines the United brand in a new sans serif font across the fuselage with Continental's familiar globe on the tail."
As far as the demise of the tulip goes, I am impressed by how much emotion its loss has evoked in the blogosphere, but I am not surprised. That tulip really stood for the United Airlines of yesterday and the new design melds the two huge brands rather well. It was time to say good-bye.