How To Present Your Next Logo & Identity System w/Maxwell Billings

We asked talented designers from around the world to identify logos that they love to hate! In this episode, we review Maxwell Billings’ unofficial redesign of the United Airlines company logo.

Should the refined, classic logo remain untouched or could it use an updated makeover? Let’s check out Maxwell’s research and process to see why he thinks United Airlines can step it up!

This unofficial logo redesign project and video is made for educational purposes. The Futur is not affiliated or sponsored by United Airlines.

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Maxwell Billings is a brand designer and founder of award-winning branding studio, EightySeven. Based out of Chicago, he has worked with businesses to design their brands across the world, big and small. He has a passion for problem-solving, obsession with design, and an elevated level of creativity and experience that brings value to every project. Maxwell is also a professor at Columbia College Chicago teaching advertising. When he’s not thinking about design, he is either out with his camera or cooking up something delicious.

🔥 See Maxwell’s work:

#logo #design #unitedairlines

More about United Airlines: (

00:00 – Start
05:00 – Why the United Logo?
14:00 – Sketches
20:00 – Illustrator timelapse
44:00 – How long did it take Maxwell to design?
53:00 – Maxwell’s system for his design process*

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