Continental Airlines, once one of the five largest airlines in the United States, had a rich history marked by multiple logo transformations. These updates reflected the company’s desire to modernize, evoke patriotism, and distance itself from challenging periods. From its early beginnings as Varney Speed Lines to its eventual merger with United Airlines, the logo evolution mirrored the airline’s journey through aviation history.

History and Meaning of the Continental Airlines Logo

Continental Airlines was founded in 1934 as Varney Speed Lines, operating regional flights between major cities. By 1937, the company had rebranded as Continental Airlines and moved its headquarters to Denver.

Over the decades, Continental Airlines expanded its route network to cover nearly all continents, operating over 3,000 flights daily at its peak. The airline underwent significant changes in its operations and branding, culminating in its merger with United Airlines in 2010. By 2012, the Continental brand had ceased operations entirely, with its legacy living on through United Airlines.

Timeline of the Continental Airlines Logo Evolution

1934: Varney Speed Lines Logo

The first logo reflected the airline’s original identity as Varney Speed Lines. It featured a red circular emblem with a white aircraft silhouette at its center. The text “Varney Speed Lines” appeared at the top, while “Fastest Airline in the World” was inscribed below. These elements were encased between two concentric rings, emphasizing speed and aviation excellence.

1937: A Patriotic Redesign

After rebranding as Continental Airlines, the logo embraced national pride with a design inspired by the American flag and symbols. A white circle, outlined with blue, red, and gray trim, featured an eagle at its center—a nod to the U.S. national emblem. This iteration symbolized both the airline’s American roots and its connection to the skies.

1960: The Golden Era

The 1960 logo introduced a more sophisticated design dominated by gold, white, and black. The eagle became smaller and was positioned inside an ellipse representing a globe. Above the globe, the word “Continental” appeared in bold, while a smaller version of the airline’s name was repeated inside the globe, paired with “Airlines.”

This design highlighted the company’s growing international reach and its aspirations to become a global airline.

1967 – 1968: The Saul Bass "Jet Stream" Logo

Renowned graphic designer Saul Bass crafted a new logo that became iconic in aviation branding. Dubbed the “Jet Stream logo,” it featured a red circular emblem with five white curves that symbolized motion and the dynamism of air travel. This sleek, modern design subtly communicated the airline’s commitment to innovation and progress.

1991: The Blue Globe Era

In 1991, Continental Airlines introduced a logo designed by the consultancy firm Lippincott. This new emblem featured a blue globe with latitude and longitude lines, symbolizing the airline’s international presence. The globe was placed within a blue square, accompanied by the text “Continental Airlines” in a serif typeface.

This redesign was driven by the company’s need to rebrand after a period of financial struggles, bankruptcies, and strikes. According to then-chairman Hollis Harris, the new logo represented a fresh start, signaling that Continental was “new and improved.”

Font and Color Palette

The Continental Airlines logo utilized a bold serif typeface for its wordmark, with the first letters of “Continental” and “Airlines” capitalized. Fonts similar to the logotype include Goudy National Bold and Mandrel family typefaces.

The color palette was dominated by a calming shade of blue with white accents. This combination conveyed reliability, professionalism, and comfort—values the airline sought to communicate to its customers. The white symbolized transparency and trust, while the blue evoked a sense of stability and dependability.

The Legacy of Continental Airlines

Although Continental Airlines ceased operations in 2012 following its merger with United Airlines, its visual identity remains a testament to the company’s adaptability and resilience. From its early patriotic designs to the sleek and professional globe emblem, the logos of Continental Airlines chart the course of an airline that left a lasting impact on the aviation industry