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United Airlines, a legacy carrier known for its iconic branding, has retired its 'Tulip' logo. Over the years, United Airlines has gone through several rebranding phases, each reflecting changes in the airline's strategy and identity.
In its early days, United's logo featured a silhouetted map of the United States before transitioning to a shield design. This shield underwent various modifications over time, eventually giving way to the 'spike' logo with blue and black lettering. During these years, United also experimented with different aircraft liveries, including the "Friend Ship" livery in the 1960s.
The most notable change came in the 1970s when United hired graphic designer Saul Bass to create a new brand identity. After two years of research and development by Bass and Associates, United unveiled its new logo in 1974. The design consisted of two overlapping U-shapes slanted at a 68-degree angle featuring red, blue, and white colors. This logo became known as the 'Tulip.'
