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This 1995 ad announced United's introduction of the world's first Boeing 777 service.
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This 1998 ad focuses on candor and honesty with customers, a key element of the United "Rising" ad campaign and slogan introduced in 1997. Rising was United's first departure from its Fly the Friendly Skies ad slogan introduced in 1965.
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LOGOS
Based on extensive customer research, United in 1997 adopted a new approach to serving its customers via the “Customer Satisfaction Philosophy.” To illustrate this new, customer-focused attitude, United commissioned Pentagram Design, Inc., to create a new graphic personality for the airline. Pentagram redesigned the logotype, retaining the classic “U” symbol originally designed by Saul Bass. As a fundamental recommendation, the symbol was coupled with the single word “United” set in a bold, sans-serif typeface to communicate confidence and strength. Pentagram also introduced the ”Sweep” which allows the United symbol to be used in a larger, more dramatic fashion, bleeding off the upper right portion of the page.
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Finally, a montage of United's and its predecessors' timetables from the 1920s to the 1990s.
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