Pentagram’s starring role

Pentagram has created the name and identity for an international airline alliance which was due to launch yesterday.

Star Alliance is the umbrella brand for the existing alliance of United Airlines, Lufthansa, SAS, Thai Airways and Air Canada.

Pentagram won a paid creative pitch a year ago against Diefenbach Elkins and then Zintmeyer & Lux in the US.

The logo is a “guiding star” symbol for travellers who transfer between airlines in the alliance. It will be applied to aircraft liveries, lounges, check-in areas, uniforms and signage.

Meanwhile, Pentagram in New York is working on United Airline’s plane interiors and terminals. The changes do not include United’s identity.