We create complete brand visions

Branding a global icon


PriestmanGoode has worked in close partnership with United since 2012 on a comprehensive overhaul of the major international carrier. Together United and PriestmanGoode have developed an updated logo, new Business and Domestic First Class seats, line-fit and retro-fit cabin rebrands to lounges, check in desks, wayfinding, GUI and more.

Crowning our work with the airline is a new livery created in collaboration between our branding team and United’s in-house team. The livery embodies United’s ongoing brand evolution, while staying true to its history. Colours have been updated to a palette of blues inspired by rich skies, while the iconic globe brandmark and UNITED logo have been redesigned to be scalable for a wide range of aircraft types, including narrowbody, widebody and regional aircraft.

Over 1000 aircraft will be painted with the new livery.

See more


This modernised design, especially our iconic globe, enhances the very best of United’s image and values.

Oscar Munoz, CEO of United Airlines

United’s name appears larger now on the aircraft body, while the airline’s mission of ‘Connecting people. Uniting the world’ also features near the door of each aircraft.

The new United livery features three shades of blue, United’s brand colour: Rhapsody Blue, United Blue and Sky Blue. The tail has been updated with the iconic globe logo predominantly in Sky Blue.

The swoop that is featured on United’s Dreamliner fleet has been added to all aircraft types in Rhapsody Blue.

WordPress website development by whois:AndyWhite London