Inspirational Advertising: United Airlines
I can’t say that this is the right time or place for this sort of advertising, with a failing US economy and airline industries claiming bankruptcy, but I can’t get over the beauty of the United Airlines commercials and print campaigns.
So lets start from the beginning. In the early 1900’s United Airlines was formed, and like so many companies, didn’t start off with a solid branding system. As a result, the company drastically changed its logo four different times until 1973, when they hired the amazing graphic designer Saul Bass, who created the simple U shaped logo with the black all caps lettering that we know today. Having this solid base, a logo that has stood up to the test of time, has allowed United to have fun with the rest of its advertising without losing its identity.
What United has been doing recently, combining strength and a childish sense of wonder, has really excited me. Below are some of their animated commercials and pieces from their print campaign.
Dragon
Sea Orchestra
Two Worlds
United Heart
Print Ads
I think these examples just go to show what’s possible when you have a strong brand in place, something that can be dressed up or down, but in the end still holds true to itself in any context.
31 Comments
Phil 02/25 6:32pm
WOW! I really like this campaign. That gives the whole branding it’s own mood and I think that’s what it was created for.
It gives this feeling of elegance and being something special (my personal impressions), which maybe is exactly what business- and 1st-class passengers want.
Great, thanks for sharing!
Esther 03/11 3:13am
It looks great! I like the tv commercial, it’s unique.
Thanks for sharing :)
Paulo Ribeiro 03/23 8:18am
I admit that the campaign looks awesome, I really like it, but their website looks so...errr...common? uninteresting?
I know it’s mainly focused on keeping it simple and direct, but… couldn’t it have a little bit of the glamour of the campaign?
nelson Unuane 03/26 7:50am
a style so simple and so BLASTING! i love it.
Ali Felski 03/26 12:33pm
@Paulo I totally think you’re right. I think even adding some small elements from their campaign throughout the site would go a long way.
Paulo Ribeiro 03/26 4:20pm
Definitely. Just adding small, simple details throughout the site would be enough.
Oak Stevens 05/26 6:12am
I have to agree the campaign is incredibly but there site could do a lot more to incorporate simple details from it. I love the TV ads, especially the dragon advert.
Jeff Cooler 05/27 1:05pm
Great post Ali, the site could tie in much more with the campaign, all the videos are outstanding.
Alistair 08/10 4:48am
Great set of adverts, I’m not too sure either whether this is the right time for this kind of advertising, but nevertheless they are wonderful. I especially like the Sea Orchestra advert, captures your imagination.
Ali 09/23 3:11pm
Awesome great....!
nicolas 10/25 8:44am
Muy buen trabajo, buenas ilustraciones, buen caracter ilustrativo, además muy onirico, felicitaciones
SJL Web Design 11/06 5:28am
What a truely stunning set of adverts, I would love to see something like that here in the UK. Thanks for sharing them Ali.
Pavlos 11/08 12:52am
Do you have any idea who the advertising agency or who is the print artist. There was one print add United did that showed a “chef” with a large top hat that I have been trying to find.
Appreciate the page...very well done and commented.
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cortney 11/20 12:30pm
the same general shape and the color combo is not unique to their style guide but has still been innate to their brand. in an effort to rebrand they never suffered from identity loss. i love it.
Magnetic Signs 12/03 12:25pm
Really cool adverts, so imaginative and inspiring.
Thanks for sharing these.
jake 12/28 5:59pm
If an ad agency decides to print something like this does it get rights to the design ideas and conventions behind it
fewo 01/28 5:24pm
Thanks for sharing :)
Ash Value 01/29 5:42am
Very inspiring! simplicity speaks for itself
m65 03/01 9:13pm
nice thanks a lot
Kaufen 03/12 8:58am
Interesting. Thanks for sharing.
planetglobal.de 03/14 8:51am
Great, thanks for sharing!
Park Hyang Sook 03/19 12:23pm
Good. I love them.
flv converter 03/27 7:18am
well, I love the booklet that came with this product for example.
Josh 03/27 7:58pm
Looks great. Thanks a lot
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Wakfu Game 04/05 6:13am
Very interesting…
nomoreaccidents 04/20 5:36pm
Long time lurker, thought I would say hello! I really dont post much but thanks for the good times I have here. Love this place..
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pipeswired 05/20 4:12am
i think this advertisement is really nice.. they remind of the Orange brand France… they have a way with illustrations and drawings for there adverts…
fthomas 07/20 6:37pm
I presently have close to 300K United Airlines Miles and I have come to the conclusion they are worthless or close to that. I would like to take my family overseas for a trip. I cannot find a single destination with open seats, even a year out, with Standard Miles. I even tried one seat from Denver to Ho Chi Minh City (Saigon) for every day for a year out. Not a single Standard Mileage opening. I sent United customer service an email with my issue and they have not replied… that was a few months ago.
These mileage programs are like Wall Street and a big implosion of all these programs has occurred, but there is no one to bail them out. United Airlines is just not telling anyone that there is nothing in the accounts to redeem against. A big fat scam.
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