What happens when two giants in the airline industry get together? Well, this.

The United name stays, but the iconic red and blue “tulip” design is no more. Created by legendary designer Saul Bass in the 1970’s, the United logo was simple, elegant, and instantly recognizable. The fact that the logo remained fresh and relevant decades later is a testament to the strength of the design. Please take a moment now to mourn.

What we’re left with is the United name and essentially the Continental logo. The resulting identity makes no effort to break new ground, and instead already seems tired and stale. The Continental globe has some brand equity, yes, but it’s also a symbol that’s long been a commodity in the logo world. Hardly fitting for what is now the largest airliner in the world.

Perhaps this is just a stop-gap branding exercise, and we’ll be surprised by an innovative new identity down the road.  Time will tell.