Editing United Airlines (section)

==== Brand image ====
{{See also|History of United Airlines#Brand history|l1=United Airlines brand history}}
The pre-merger United logo, commonly nicknamed the "tulip", was developed in the early 1970s by the designer [[Saul Bass]] as part of a new brand image.<ref name="Mouawad2" /> The logo represented the airline's monogram as well as a modernized version of the airline's shield logo<ref>{{Cite web |title=Fifteen Years of Flying United |url=http://new.pentagram.com/2011/03/fifteen-years-of-flying-united-1 |url-status=dead |archive-url=https://web.archive.org/web/20140503235828/http://new.pentagram.com/2011/03/fifteen-years-of-flying-united-1/ |archive-date=May 3, 2014 |access-date=April 27, 2014 |website=Pentagram.com}}</ref> which had been adopted in the 1930s, but fell out of use by the late 1960s. The ribbon-like rendering has also been said to symbolize the motion of flight.<ref>{{Cite web |title=How Saul Bass changed design |url=http://www.csmonitor.com/Innovation/Tech-Culture/2013/0508/How-Saul-Bass-changed-design |url-status=live |archive-url=https://web.archive.org/web/20140423125120/http://www.csmonitor.com/Innovation/Tech-Culture/2013/0508/How-Saul-Bass-changed-design |archive-date=April 23, 2014 |access-date=April 27, 2014 |website=Csmonitor.com}}</ref> In 2010, United announced they would be merging with [[Continental Airlines]] and as a result, the combined airline would keep the United name but discontinue using the tulip logo and use the [[Continental Airlines]] "[[globe]]" identity and livery instead, designed in 1991 by the [[Lippincott (brand consultancy)|Lippincott]] company.<ref name="Mouawad2"/>