While I’m thinking about Saul Bass, I’ll note that he designed what is probably my favorite corporate logo—the United Airlines U.
Just stare at it for a second. Isn’t it just stunning? So simple, elegant, yet so beautiful.
It was paired perfectly with Rhapsody in Blue in the many beautiful animated commercials that have been produced for United in their “It’s Time to Fly” campaign. (Watch them—it won’t take too long, and you’ll appreciate it.)
The United U means a lot to me. I’ve traveled a lot in my life and I’ve always flown United. Rhapsody in Blue and the U has always been there for me in the fast-paced, uncertain world of travel, like trusty old companions.
Those ads really capture the spirit of flying for me and it just wouldn’t feel the same without them.
In case you didn’t know, United just merged with Continental. Sadly, the result has been that United was completely butchered of the U identity in favor of the boring, ugly blue ping-pong ball of Continental Airlines.
In the big swing of things, it won’t make too much of a difference. United will still be an airline. It’ll still fly places. Nobody is going to die.
But it’s still quite sad to see a beautiful and loved branding go away. To me, at least.
The New United-Continental Logo: Flying a Little Too Close Together | Fast Company
