After a leaked image of United’s new paint job made headlines yesterday, United officially unveiled its new livery today in Chicago.
Since the images (and later video from United) circulated yesterday, today’s ceremony had no surprises. Nevertheless, I was interested to see how United described (spun) its specific design choices.
First, here’s a description of the new aircraft design elements:
United justified the new livery in three ways:
1. Modernize Our LookOut with the old, in with the new.Our visual identity needed a refresh and people were ready for a more modern look.They also expected our visual identity to keep up with recent enhancements — changes to our products, services and investments should go hand in hand with changes to our brand appearance.2. Keep Blue AroundStay true to who we are.Blue has always been at our core and we were encouraged to maintain a recognizable, familiar guidepost.We heard that we should preserve blue and deep tones that feel strong, traditional and long-standing, as well as embrace pops of other colors that complement blue, create more harmony, and lean to a modern look.3. Time It Just RightAnd live up to our promises.As we’ve made progress on improving our operations, enhancing our products and investing in our people, now is the right time to take the next step in demonstrating our values and refreshing our overall image
As for Gold?
Gold Is Taking A Backseat.Gold was added to our color palette almost 30 years ago when the color was much more common, so we’re reducing it now to make way for other colors that better represent our brand.
Oscar Munoz On New Livery
As we improve and elevate our customer experience, we are changing the way people think and feel about United, and this branding captures that new spirit. Each improvement we’ve added to our service advances our evolution as an airline, furthering our effort to elevate and redefine customer service in the sky. This modernized design, especially our iconic globe, enhances the very best of United’s image and values while pointing in the direction of where we intend to go next in serving our customers.
Matthew On New Livery
Just one comment, since I already opined yesterday on the new livery. One reason United justified the new livery today was to better reflect “recent enhancements” onboard (see above). I cringe every time I hear that e-word. In terms of its premium product, United has recently cut back, not added onboard service. But the new livery is timed nicely for the release of Premium Plus, which I suspect will do well on a long-term basis (and is a brand new product).
I do feel bad for United that’s its big surprise today was spoiled by a leak yesterday. I was invited to the unveiling event (I’m in Europe and could not attend) and imagined Oscar Munoz pulling a big blue cloth down to reveal the new aircraft. Oh well. The new livery is an improvement over the old one. It will take 5-7 years to repaint the fleet (of over 800 aircraft). All future deliveries will come with the updated livery.