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May 18, 2011, 4:49 pm
#1
unitedbusiness
Original Poster
Join Date: Feb 2003
Location: Southern California
Programs: United MileagePlus Premier 1K, Delta SkyMiles Diamond Medallion
Posts: 1,157
what do you think of the new United font?
Being at ORD today, it's amazing to see how quickly the new United logo has replaced the old...everything from the gate podiums, to the monitors, to the side of the trucks. i was struck by the speed of which the new United branding has taken over.
which leads me to the new font used on gate displays and connecting flight displays...the same font used in the ad campaigns/Mileage Plus logo. it is pretty contemporary, but in certain uses it can appear faint/light. what do you think of it over the old light Helvetica?
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May 18, 2011, 4:59 pm
#2
anc-ord772
Join Date: Sep 2003
Location: Los Angeles
Programs: UA MM | BA Silver
Posts: 7,208
The new branding as a whole is fine, as is the logo. The font is a problem though, especially when blown up. I never thought font could turn me off so much. I hope it will be up for discussion with the new advertising campaign.
Last edited by anc-ord772; May 19, 2011 at 12:39 am
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May 18, 2011, 5:02 pm
#3
rankourabu
FlyerTalk Evangelist
have we really run out of things to discuss 
Whats next, the quality of weaving on the new blue carpets? 
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May 18, 2011, 7:09 pm
#4
nycflyer
Join Date: Apr 2001
Location: NYC
Programs: AA Platinum, ex-UA 1P
Posts: 228
I hate it. Helvetica is clean and elegant, while new font is fat, childish and doesn't match anything else including the ugly non-font chosen for the United name. The yellow looks like a misguided attempt to carry the gold highlights from the Continental color scheme into the new entity.
They should take a look at Delta and create a new coherent theme, including fonts, from scratch. Mixing and matching pieces from one side and the other doesn't work.
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May 18, 2011, 8:06 pm
#5
WIRunner
FlyerTalk Evangelist
Join Date: May 2006
Location: SEA or BGR, Lower Earth Orbit
Programs: UA 1K
Posts: 17,219
I don't care. It isn't Comic Sans, so I honestly could care less.
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May 18, 2011, 8:14 pm
#6
cerealmarketer
Join Date: Feb 2002
Location: NYC: UA 1K, DL Platinum, AAirpass, Avis PC
Posts: 4,599
I liked the prior UA identity as it was imagined -- though rarely completely executed. When walking through ORD last night for the first time in several years was thinking....this could be the last I see of the terminal in the old UA looks. Little did I know it would change overnight.
But the new font is interesting -- don't see it used often -- so it's recognizable and feels like CO's font, and stands out well. Feels modern but still restrained enough to be comfortable.
It looks like it might actually be a derivative of the typeface used for the main logo...
http://www.facebook.com/unitedairlin...type=1&theater
I still shake my head seeing current United print materials in the old 1990s Bodoni typeface (safety cards, duty free catalog, etc). Like seeing one of the battleship grey planes on the tarmac or the many 1990s era terminal signs.
For all the UA sticklers about brand I have to laugh a bit because I don't think I've ever seen a brand with more incomplete application in the real world. It's like living in a museum.
Last edited by cerealmarketer; May 18, 2011 at 8:29 pmReason: Add link
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May 18, 2011, 8:31 pm
#7
BCH
Join Date: Feb 2005
Posts: 1,319
Originally Posted by rankourabu
have we really run out of things to discuss
Whats next, the quality of weaving on the new blue carpets?
Actually, I checked, and they are not woven. Clearly they don't value their Premier Access passengers enough.
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May 18, 2011, 8:51 pm
#8
JohnnyGlobal
Join Date: Oct 2000
Location: Los Angeles, CA, USA
Programs: UA Gold, DL Plat, SPG Gold, Hilton Gold, Marriott Silver, Hertz PC
Posts: 543
It could be worse. Smi/J could be telling us all how much we should love "wingdings" 
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May 18, 2011, 9:21 pm
#9
Ancien Maestro
Suspended
Join Date: Jan 2010
Location: Calgary, Alberta
Programs: Hyatt Diamond, Fairmont Platinum, Aeroplan Diamond, HHonors Gold, SPG Gold
Posts: 18,686
Originally Posted by BCH
Actually, I checked, and they are not woven. Clearly they don't value their Premier Access passengers enough.
.. Should be sculptured woven.. patterns cut in.
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May 18, 2011, 9:30 pm
#10
channa
FlyerTalk Evangelist
Join Date: Aug 2002
Location: Bay Area, CA
Programs: UA Plat 2MM; AS MVP Gold 75K
Posts: 35,072
The font is fine. In fact, it's the only modern thing about this merger so far.
They're using CO's 20-year-old logo, CO's 20-year-old livery, an antiquated boarding process, etc.
At least the font is reasonably modern.
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May 18, 2011, 10:48 pm
#11
LMUnited1K
Join Date: Sep 2009
Location: New York
Programs: United Mileage Plus 1K, AA EXP, Starwood Platinum (75+)
Posts: 33
Ewwwww
Just saw pictures from ORD today. Those white gate signs look like we are at Walmart. I hate it. What happened to United??!
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May 18, 2011, 11:07 pm
#12
CO DCA
Join Date: Jun 2002
Location: Various tier levels of frequent flyer/hotel plans received for bellyaching about minor flaws in the service I received.
Posts: 610
Originally Posted by BCH
Actually, I checked, and they are not woven. Clearly they don't value their Premier Access passengers enough.
I hear they're made out of kitten fur from stray cats found in the closed BWI RCC that Jeff Smisek himself smothered with blankets he took out of F from the UA planes. Because, you know, you could never smother kitties with CO blankets. Too gauzy.
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May 18, 2011, 11:07 pm
#13
N1120A
Join Date: May 2006
Location: MYF/CMA/SAN/YYZ/YKF
Programs: COdbaUA 1K MM, AA EXP, Bonbon Gold, GHA Titanium, Hertz PC, NEXUS and GE
Posts: 5,844
Originally Posted by LMUnited1K
Just saw pictures from ORD today. Those white gate signs look like we are at Walmart. I hate it. What happened to United??!
SMI/J and photoshop
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May 18, 2011, 11:46 pm
#14
char777
Join Date: Jun 2008
Location: SFO
Programs: UA Gold, AF, Chase, Hyatt Explorist
Posts: 1,101
The font is actually something from (gasp) the old UA!
It is the typeface that's been used throughout Hemispheres for about two or three years now. It's called FF Clan.
The typeface used in the new United logo itself is Gotham that's been toyed around with a bit, even though the press releases said it was custom.
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May 19, 2011, 1:13 am
#15
cbender
Join Date: Mar 2006
Location: Tucson, AZ
Programs: UA 1K, Hyatt Globalist, National EE
Posts: 255
After going through O'hare earlier today, I think the departure and gate displays (upgrade lists, in particular) are considerably more difficult to read quickly. The font is just too thin.
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