UNITED
Identity & Branding RedesignConcept logo and identity system for United Airlines,
a historic airline company.
Spring 2020
The Logo
The new logo honors United’s rich visual history, while looking forward towards the future. The design is modern and sleek, and easily communicates a sense of strength, solidarity, and connectivity due to its use of bold colors, durable form, and unified shapes.
The Typography
The typeface is a bold, stylized sans-serif, which personifies aviation and a forward thinking mentality.
Color Palette
Colors include reds and blues,
which have been historically associated
with United’s long standing visual history.
![]()
Colors include reds and blues,
which have been historically associated
with United’s long standing visual history.
Branding
The logo’s bright colors and abstract aviation shapes can be applied to many airline related assets to cement United in the minds of consumers.
The logo’s bright colors and abstract aviation shapes can be applied to many airline related assets to cement United in the minds of consumers.
Zachary Bard — Portfolio 2021