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UNITED United Airlines Inc. Brand Standard Graphic Manual || Version 1.0 || August 2020

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INTRODUCTION

Copyright © 2020 United Airlanes, Inc. All rights reserved.

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LETTER FROM CEO: United Airlines is such an iconic brand that over many decades we have come to occupy an important place in the lives of our employees and customers. The very name United has a way of evoking strong memories and an uncanny power to set a person to humming the opening bars of “Rhapsody in Blue” without even noticing it.

Perhaps you flew with us to reach a child’s graduation or wedding. Maybe you trusted us to get you to that big job interview on time, or to embark on new adventures, or to reunite with old friends. We’ve been there for you during the daily grind of business trips, and I hope we’ve made those countless miles seem more comfortable and productive.

This is the vision of our company that I find most inspiring. In order to find out what the rest of my colleagues felt most inspired by, we conducted interviews and gathered thousands of viewpoints from people across our system.

The result is our company’s first-ever statement of Shared Purpose and Values. It will serve as the touchstone of our efforts and the benchmark of our progress as we strive to create the best airline in the world for you.

I hope that the next time you hear the name United Airlines, what comes to mind are all the ways we live up to these commitments.

To the “New Spirit of United,”

Oscar Munoz CEO

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TABLE OF CONTENTS 1.0 INTRODUCTION

3.0 VISUAL SYSTEM

1.1 Our Brand

3.1 Typography 3.2 Graphic Elements 3.3 Photography

2.0 THE BRAND IDENTITY

4.0 APPLICATION USAGE

2.1 Logo Evloution

4.1 Livery

2.2 Logo Color Variations

4.2 Digital System

2.3 Clear Space & Size

4.3 Stationery System

2.4 Incorrect Usage

4.4 Boarding Pass

2.5 Color Platte

4.5 Credit Card 4.6 Indoor Advertisement 4.7 Billboard 4.8 Sinage 4.9 Luggage Cart 4.10 Inflight Screen 4.11 Inflight Snack 4.12 Water Bottle & Cups 4.13 Napkin 4.14 Inflight Menu 4.15 Inflight Pillow & Slippers 4.16 Van 4.17 Badge

2.0 The Brand Identity

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INTRODUCTION 1.1 Our Barnd

1.1 Our Brand

Our Shared Purpose Every day, we help unite the world by connecting people to the moments that matter most.

This shared purpose drives us to be the best airline for our employees, customers and everyone we serve.

That’s our destination.

Our Shared Values We Fly Right: On the ground and in the air, we hold ourselves to the highest standards in safety and reliability. We earn trust by doing things the right way and delivering on our commitments every day.

We Fly Friendly: Warm and welcoming is who we are.

We Fly Together: As a united United, we respect every voice, communicate openly and honestly, make decisions with facts and empathy, and celebrate our journey together.

We Fly Above and Beyond: With an ambition to win, a commitment to excellence, and a passion for staying a step ahead, we are unmatched in our drive to be the best.

Our Voice We believe that part of what makes United so special are the tens of thousands of employees who bring our brand to life. We want you to know you’re talking to actual human beings and that we care about your travel experience.

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INTRODUCTION

CONNECTING PEOPLE UNITING THE WORLD

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2.0 The Brand Identity

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THE BRAND IDENTITY 2.1 Logo Evoluation 2.2 Logo Color Variations 2.3 Clear Space & Size 2.4 Incorrect Usage 2.5 Color Platte

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2.1 Logo Evolution

PREVIOUS VERSION The last few years have been a time of transformation at United. From the inside out, we’ve been making changes that draw from our strong heritage. We’re excited to show you how far we’ve come with our brand evolution and bring you along on the journey.

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UNITED

CURRENT VERSION The last few years have been a time of transformation at United. From the inside out, we’ve been making changes that draw from our strong heritage. We’re excited to show you how far we’ve come with our brand evolution and bring you along on the journey.

Our company logo is the single most visible representation of our company. It is used to

identify our employees, communications, products, and facilities. Used effectively, our logo will help build greater awareness and understanding of our company.

The logo features United Airlines for “connecting people, uniting the world”, our brand name, and has been designed to meet specific functional criteria including use on digital display screens as well as print collateral and merchandise, no matter their size.

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2.2 Logo Color Variations

UNITED

UNITED

UNITED

PREFERED LOGO USAGE Gradient color logo on white background.

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UNITED

ACCEPTABLE LOGO USAGE Gradient color logo on blue background.

White color logo on blue background.

Black color logo on white background.

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2.3 Clear Space & Size

X

X

UNITED X

X UNITED

UNITED

1.25 inch

90 pixels

CLEAR SPACE The wordmark should always be surrounded by clear space at least the height of the “X” is equal to the X height of the “U” from the United Airlines wordmark.

MINIMUM SIZE Always use the two references provided at right for applying the Reddit logo in the smallest size according to the media you plan to work in.

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2.4 Incorrect Usage

UNITED

Do not squish or stretch the logo.

UNITED Do not change color.

UN

D E IT

Do not rotate the logo.

UNITED Do not put drop shadow.

The examples on this page demonstrate incorrect use

any way. Be particularly careful that the logo is

of the United Airlines logo. Avoiding incorrect use is

not applied on background colors, patterns, or

important for several reasons. Our company name and

photographs that visually compete with the logo. If

logo are valuable assets, and incorrect use can weaken

you are not sure about an application of the logo,

ourability to protect these assets. One incorrect use

please contact Our Design Team at brand@united.com

that is widely distributed will tend to encourage other incorrect uses. Do not alter or distort the logo in

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UNITED Do not change the typeface.

UNITED Do not add graphic elements.

UNITED Do not outline the logo.

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UNITED Do not use logo on similar color.

UNITED

fly the friendly skies

Do not use logo in a sentence

UNITED

Do not add borders or other specialty effects on the logo.

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2.5 Color Platte

Pantone 2945 RGB (0, 93, 170) #0B5EAA C 94 M 68 Y 1

PRIMARY COLOR BLUE is still our primary color.

We’re proud of our legacy, and wehave learned that other people are too. With color, that means continuing to anchor ourselves by our United blue and navy while also leaning into additional blue hues—all inspired by the different shades of the colorful sky people see from our planes every day.

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Pantone 297 RGB (134, 205, 233) #86CDE9 C 44 M 3 Y 4 K0

Pantone 5395 RGB (7, 36, 65) #072441 C 100 M 84

Pantone 705 RGB (255, 255, 255) #FFFFFF C0 M0 Y0 K0

Pantone 1787 RGB (239, 70, 81) #EF4651 C 0 M 88 Y 65

Y 44

K 50

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Pantone 2768 RGB (26, 36, 81) #1A2451 C 100 M 93 Y 35

K 37

Pantone 109 RGB (255, 215, 0) #FFD700 C 1 M 13 Y 100

K0

SECONDARY COLOR GOLD is taking a backseat.

Gold was added to our color palette almost 30 years ago when the color was much more common, so we are reducing it now to make way for other colors that better represent our brand.

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3.0 The Brand Identity

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VISUAL SYSTEM 3.1 Typography 3.2 Graphic Elements 3.3 Photography

3.1 Typography

Zurich BlkEx BT

LOGO Logo typeface which is a grotesque sans serif font designed by Adrian Frutiger and published by Bitstream.

Avenir Black

HEADLINE Using Avenir Black as primary call out or first hierarchy.

Avenir Medium

SUB-HEADING Using Avenir Medium as secondary headline which elaborates the main headline.

Avenir Book

BODY COPY Using Avenir Book as body copy text.

Typefaces help express brand personality and perform specific functions. The consistent use of the same typefaces and typographic treatments allows our audiences to readily recognize United Airlines materials.

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3.2 Graphic Elements

Gradinet pattern in an arch shape which incorporates the logo color with the shape of the aircraft tail.

Arch lines pattern reflecting our brand core concept, which is “connecting people uniting the world�.

As a secondary graphic elements (or supporting elements), every unequally shape of circl represtents the communication and intergation within people and socity. Individual circles indicate an single indivivaul/ group of people.

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3.3 Photography

ART DIRECTION: SKY Whole plane or parts of aircraft playing in the sky.

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ART DIRECTION: VACATION Pictures showing people enjoying the moment and scence while traveling.

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4.1

APPLICATION USAGE 3.1 STATIONERY 3.2 CREDIT CARD 3.3 AIRCARFT 3.4 BADGE 3.5 ONBOARD SCREEN 3.6 SIGNAGE 3.7 ADVERTISMENT 3.7 ONBOARD SNACK & CUP 3.7 BOARDING PASS

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APPLICATION USAGE 4.1 Livery 4.2 Digital System 4.3 Stationery System 4.4 Boarding Pass 4.5 Credit Card 4.6 Indoor Advertisement 4.7 Billboard 4.8 Sinage 4.9 Luggage Cart 4.10 Inflight Screen 4.11 Inflight Snack 4.12 Water Bottle & Cups 4.13 Napkin 4.14 Inflight Menu 4.15 Inflight Pillow & Slippers 4.16 Van 4.17 Badge

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4.1 Livery

Aircraft is one of the most reganizable way to show our brand logo, colors, and other graphic elements.

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4.2 Digital System

Digital system in different devices.

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4.3 Stationery System

Letter 8.5” x 11.0”; Pen

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A P P L I C AT I O N U S A G E

#10 Envelope 4.125’ x 9.5”; Business Card 3.5” x 2.0”. Body copy is 8pt size with 9.6 leanding and +5 tracking.

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4.4 Boarding Pass

Boarding pass

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4.5 Credit Card

Mileage Plus credit card

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4.6 Indoor Advertisement

Indoor advertisement

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4.7 Billboard

Outdoor billboard advertisement

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4.8 Signage

Signage usually use to inform people

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4.9 Luggage Cart

Advertisement on luggage cart

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4.10 Inflight Screen

Inflight entertainment welcome screen

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4.11 Inflight Snack

Inflight serving snack

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4.12 Water Bottle & Cups

Inflight serving bottle water and cups.

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4.13 Napkin

Inflight serving napkin

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4.14 Inflight Menu

Inflight dining menu for first class passangers.

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4.15 Inflight Pillow & Slippers

Inflight pillow and slippers privding for every business and first class passangers.

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4.16 Van

Pick up Van

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4.17 Badge

Employee ID badge.

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C O N TA C T S For further information plase contact: UNITED AIRLINES INC. DESIGN TEAM +1-800-864-8331 ww.united.com brand@united.com This version of the brand guidelines supercedes any previous versions.

Please ensure all use of the United Airlines brand complies with any applicable regulations and has been approved by an United Airlines representative.

Photography subject to license.

Do not reproduce without permission.

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2.0 The Brand Identity

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+1-800-864-8331 www.united.com brand@united.com

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