United drops the gold for three shades of blue

All new livery brings a "more modern energy"

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United Airlines has unveiled a “refreshed look” to its aircraft livery that will be adopted fleet-wide. The refreshed design sees the colour gold phased out in preference for more blues.

“As we improve and elevate our customer experience, we are changing the way people think and feel about United, and this branding captures that new spirit,” said Oscar Munoz, CEO of United Airlines. “Each improvement we’ve added to our service advances our evolution as an airline, furthering our effort to elevate and redefine customer service in the sky. This modernised design, especially our iconic globe, enhances the very best of United’s image and values while pointing in the direction of where we intend to go next in serving our customers.”

United said the next iteration of livery “prominently features the colour most connected to the airline’s core – blue. Three shades – Rhapsody Blue, United Blue and Sky Blue – are used throughout the design in a way that pays respect to United’s heritage while bringing a more modern energy.”

On its website, United said: “Gold was added to our colour palette almost 30 years ago when the colour was much more common, so we’re reducing it now to make way for other colours that better represent our brand.” Those ‘other colours’ include hues of purple and green.

The Star Alliance carrier will retain the globe logo on the aircraft tail, “which represents the carrier’s expansive route network of reaching 355 destinations in nearly 60 countries”.

The tail will be updated with a gradient in the three shades of blue, while the logo will now appear predominantly in Sky Blue.

Engines and wingtips are also being painted United Blue, United’s name will appear larger on the aircraft body and the lower half of the body will be painted Runway Gray.

United’s first aircraft painted with the new design is a Boeing 737-800, which will be joined by a mix of narrowbody, widebody and regional aircraft with the updated livery throughout the year.

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