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The United Airlines (1973) logo
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United Airlines


The first coherent branding initiative at United was Saul Bass' corporate identity program in 1973. What Saul Bass & Associates found at United was a non-structured identity system spread throughout the company. This patchwork incoherently communicated United's philosophy, internally and to its customers.

The new service mark was comprised of a stylized red and blue 'Double U' symbol as the visual focus and a custom logotype featuring a modified Handel Gothic without serif letters to clearly identify the company by name. The selected colors were between the basic warm United Red in equilibrium with the cool United Blue.



United Airlines

Year: 1973

Category: Airline
Style: Stylized

Design: Saul Bass
Continent: North-America
Country: United States

Rating: 3.9
Overall: #696 (/1792)
In its category: #21 (/55)
Based on 2556 votes
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