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Rebranding Of Merged United, Continental Hits Some Turbulence

When United and Continental announced their betrothal in April, they unveil a new family crest that is to replace the giant Saul Bass-designed "U" -- or "tulip" -- that has been United's logo for nearly 40 years, Julie Johnsson reports. Continental's globe logo and blue-and-gold color scheme will be stamped on all jets operated by the new United.

In response, some upset United stalwarts have launched "Save the Tulip" campaigns on Facebook and Twitter. "Someone needs to make a stand for good communications and good branding," says United frequent flier Timothy Jasionowski. "The tulip is an iconic part of aviation history."

Still up in the air are the fates of other branding marks and service touchstones at the merging carriers, Johnsson points out, such as George Gershwin's "Rhapsody in Blue" theme, in-flight Channel 9's air-traffic-control patter and Economy Plus' roomier seating for United, as well as Continental's DirecTV in-flight entertainment and its philosophy of not gouging customers for perks. Melding the carrier's two distinct advertising styles may be even more of a challenge, she writes.

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