By the early 1970s United Airlines had grown to become the largest domestic airline in the USA. Its success had followed a period of financial hardship, so the general sentiment was one of achievement. To reflect the change and growth of the company, it was proposed that the airline embark on a new visual identity program. However, for many, this came unexpectedly. "The traditionalists may contend that a company which has achieved an outstanding record like United's should not tamper with its symbols and colours," said Richard J. Ferris, group vice-president of marketing services. "We disagree."
They were keen to move away from their ‘conservative and stodgy’ image. Instead, they hoped a new, updated look would communicate that United Airlines as an “innovative, contemporary, warm, people-oriented airline.” As part of this, and in pursuit of simplicity, the airline changed its name from ‘United Air Lines’ to United Airlines, due to the pronunciation of ‘airlines’ as one word.
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Leading the new visual identity program was Saul Bass, long-ranked as a leading American designer and renowned for his work in corporate identity programmes, films, and packaging. His Los Angeles-based design company, Bass and Associates was approached to analyse and assess the airline's needs, and devise a cohesive visual language that would best appeal to the target demographic. They worked with the airline for two years, researching the public opinion of the airline. Having defined the necessary objectives, the management advisory communications firm tested and analysed ‘hundreds’ of logos, typographic styles and colourways in pursuit of the right one.
This is one of seven stories in our collection of the best Saul Bass logos, from Lawry’s in 1959 to Minolta in 1980.
