United Airlines Rebrand Concept

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United style guide.

Visual identity guidelines

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To Americans from all walks of life, United is the airline that will serve you to the best that we can— no matter who you are or where you want to go.

The United brand

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Logo

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Minimum size

Clear space

½ in

The United mark should always be no smaller than ½ of an inch in width, or 36 pixels in digital applications.

Reverse logo

Alternate logo

The alternate logo may be used in the case of space limitations.

A reverse version of the logo may be used on dark (preferably black) backgrounds.

Logo

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Primary colors

Secondary colors

CMYK RGB Hex

0/19/100/0 255/205/3 #ffcd03

CMYK RGB Hex

92/58/18/2 39/118/167 #2776a7

CMYK RGB Hex

0/0/0/0 0/0/0 #000000

CMYK RGB Hex

0/0/0/14 222/223/224 #dedfe0

Other elements

Stripes

Brand colors

Typography usage The United brand uses three difference weights of Avenir, echoing the illustration style of the United visual identity.

Avenir Heavy is used headings and titles on print and web applications. Lowercase or sentence casing should be used in these applications. Vary size for contrast.

Avenir Medium is used for long paragraphs of type. Avenir Black is used for the logo typeface. Avenir Light and/or Avenir Black may be used if additional contrast is needed.

Avenir

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Avenir Light Avenir Medium Avenir Heavy Avenir Black Typography

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Illustration guidelines The black monoweight illustration style is an important feature of the United visual identity, and plays a key role in conveying the playful simplicity of the United brand.

The weight of the illustrations vary but should approximately match with the weight of accompanying type. Rounded caps should be used for all illustrations.

Illustration style

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Stationary

Application

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Stationary

Application

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Advertising

Application

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Aircraft safety card

Application

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Website

Application

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In-flight entertainment

Application

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Aircraft livery

Application

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Thank you.

Visual identity guidelines