United Continental Merger: United kills its American-hip brand

United's Saul Bass American Hip brand..

This blogger has flown on United Airlines since the age of four. For four decades of my life United Airlines has carefully crafted a brand identity that can be called "American-hip." United Airlines planes always had some variation of the colors red, white, and blue. But with the merger with Continental Airlines, United Airlines killed that brand and replaced it with the Continental brand - one that reads boringly efficient.

United's brand was marked by the creation of the famous "From here to there U" logo that came to dominate aviation and gave the "Friendly Skies" an unmistakably futuristic yet warm look and feel. In one literal fell-swoop Bass transformed United from also-ran to trend-setter. Suddenly, United was cool and my Mother, who was an excellent reservation sales agent, and her friends were at the center of a really American, hip corporation.

United has been a cool carrier, even as it started running those really small planes to Atlanta, Chicago, New York, Washington, and Denver:



Meanwhile, Continental Airlines was, well, Continental Airlines. It had and has a design that says nothing about the company as providing an experience you want to be a part of. It's brand says "We will get you from points A to B." It also said "We're not the biggest, the best, or the hippest. We're just here."

That's it.

...Killed for this? 

Regardless of the reasons, that United Airlines elected to kill its brand and slap its name on the Continental Airlines brand is upsetting. It sends a signal that while United Airlines may have merged with Continental, Continental, not United, got the better of the deal.

United Airlines as I knew it is dead. An American Icon killed by corporate efficiency in the credit crunch age.

 Saul Bass must be boiling in Heaven to see his glorious creation that's lasted since 1974 replaced by a stick-figure sideways globe that reads "We will get you from points A to B and bore you to death in the process."

This isn't rocking the Casbah.