The 2010 merger between United and Continental airlines, creating the world's largest airline, means combining two leading airlines with vastly different corporate image and history. Instead of utilizing this as an opportunity to announce the birth of a bigger and better airline with a new identity, the post-merger logo is basically the previous Continental globe logo substituted by the word United set in the old typeface. Our rebranding effort aims at providing a new and inspiring identity for the passenger's total experience, from pre-flight (poster, ticket, brochure) to in-flight (meal tray, amenities kit, backseat screen user experience) to post-flight (amenities bag serves as a reminder of the brand).