It's keeping Continental's "globe" logo and pairing it with the United name. Initially the new company kept the word "United" in Continental's old typeface (Perpetua Bold, font geeks). Later ...

I had looked at United’s “new” logo several times but each time my eyes had scanned the familiar forms and registered it in my brain as “Continental.” And that’s a big problem.

To demonstrate the union of airlines United and Continental as a “merger of equals,” the company planes will represent both carriers in a special name/logo hybrid. They’ll use the ...