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United touted its expansion into the Pacific in 1986, a move made possible by the purchase of Pan Am's Pacific Division.
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United in 1973 commissioned Los Angeles designer Saul Bass to develop a contemporary logo conveying leadership and innovation in air travel. It featured a stylized red and blue "U" symbol and the use of orange, red and blue stripes. Guidelines were established to ensure the consistent appearance of the logo in all applications.
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The company shortened its name to two words - United Airlines - and in many instances used just "United". The public quickly associated the new "U" symbol and color scheme with United.
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During the mid-1980s, some logo variations again began to appear. The word "airlines" was frequently dropped and letters were squeezed together. Also, the familiar Bookman typeface reappeared occasionally.
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