United Rebrand.pdf

In one of my classes at DePaul University I was assigned to redesign a company's brand identity. I decided to choose United Airlines because I feel that there logo is a bit to literal and I wanted to challenge myself to make it abstract while still keeping the letter "U" visible. I also think their logo is a bit repetitive from previous designs so I wanted to give United a fresh look and modernize their logo leading people to remember them as one of the world's biggest airlines company. 

1. Simone Daley
GD 356
Visual Identity Systems, Winter 2022
School of Design, Graphic Design, DePaul University
UNITED
REBRAND

2. Table of
Contents
MAIN POINTS
Users Positioning
Value Proposition
Brand Story
Brand Characteristics
The Need Fulfilled
Moodboard
Main Identity
Secondary Identity
Color Palette
Typography
Identity System
Brand Positioning
Identity
Communications

3. Brand Positioning

4. Users
United Airline's core audience are high
income individuals who travel a lot for
their work. These travelers value
reliable takeoffs, comfortable travel,
and easy access.

5. Positioning
United Airlines is one of the largest airlines
in the US with a strong network. Being the
third largest airlines nationwide, United
Airlines offers high quality service along
with great mileage credits to its customers.
To keep this high position, United Airlines
should always have competitive offers to
keep their current customer base, and
retention plans for current employees.

6. United Airlines has established a powerful brand due to its success.
Their commitment to quality goes above and beyond by ensuring
customers are the ambassadors for their products and services.
Having a goal to bring people together for a better world, United
offers a wide variety of options, along with cost reductions to keep
customers’ needs fulfilled.
Value
Proposition

7. Big brands come with ancient history. Being the
third largest airlines nationwide, United Airlines
have inspired generations to come. The company
has had a strong brand name, legacy, and
recognition since it was founded in 1926. With a
great long-lasting partnership with Boeing,
United Airlines provide the best air services for
their customers. Being a valued member in the
MileagePlus program, travelers can enjoy access
to more than 50 United Club lounges worldwide
that offers complimentary food, beverages,
business amenities, and much more.
Brand Story

8. Brand Characteristics
Loyal
Friendly Inclusive
Honest

9. Need
Fulfilled
At United Airlines, you are given
an experience full of comfort and
convenience leaving you feeling
satisfied and a sense of security.

10. Mood Board

11. Identity

12. Old Logos

13. New Logo

14. Secondary Identity
Other Elements Alternative Logo

15. Color Palette
#64C294#0525AD#000000

16. Typographyy
Primary Typeface Secondary Typeface

19. Communications

29. Thank you!