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ADS

In 1991, when United introduced "Connoisseur Class," its international business class, it elevated business travel to a new level of civility.
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LOGOS

In 1992, after surveying air travelers, United determined it needed a more elegant, understated image with international appeal. San Francisco designers CKS Partners kept the "U" symbol but added blue-on-blue stripes and gray for background colors, and introduced a more traditional typeface.
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The symbol and logotype were used in a variety of ways related to United's "branding" of various products and services, and the company's partnerships with other airlines.
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