United's name and its Chicago headquarters will survive the tie-up, but not the "tulip," the giant Saul Bass-designed "U" that has graced United's jets for nearly 40 years.
By borrowing elements from both carriers, United and Continental are breaking with the recent precedent of adopting the name and brand of the larger carrier. Delta Air Lines' corporate identity and onboard service survived its 2008 merger with Northwest Airlines, while America West Airlines executives dropped their brand for the better-known US Airways following their 2005 acquisition of the struggling carrier.
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