No matter where they’re traveling, they’re all listening to “Rhapsody in Blue.”
Written by Colleen Fahey, USA Managing Director
Wherever travelers go, one familiar tune follows: George Gershwin’s Rhapsody in Blue. For decades, it has defined United’s sonic brand, giving the airline a unique musical identity that resonated across generations of flyers.
As of this week, that tune is no longer exclusive.
A New Era for Rhapsody in Blue and United’s Sonic Brand
I tip my hat to @United Airlines for its long commitment to this mighty brand asset and to its creativity in using it to enrich their brand experience in everything from safety videos to brand environments.
A good example of the flexibility which has kept the music fresh is the “Safety is Global” video that takes place around the world, with music that changes to fit the place. According to author, @Ryan Paul Bañagale, “…a tenor saxophone improvises lightly around this most famous melody of the Rhapsody while [the flight attendant] provides instructions on how to use the seatbelt from the bumpy backseat. Finally, a gong signals a move to Asia where we encounter the ritornello theme of the Rhapsody, but it is being played on a plucked zither and bamboo flute.” (Oxford University Press, 2014)
The music was tactfully withdrawn in 2001 after the destruction of the World Trade Center and, again, after UAL’s bankruptcy filing.
Why It Matters for Sonic Branding
The association with the brand is powerful, but if I were advising an airline today, I’d recommend they go with a tailor-made, proprietary sonic brand.For more information about songs, movies and books that entered the public domain on Public Domain Day 2020.
Interested in how audio branding evolves with time? Take a look at the audio logos and sonic identities we’ve created for some of the world’s most iconic brands.
Additionally, explore deeper insights into United’s use of Rhapsody in Blue in our audio branding book, co-authored by Laurence Minsky and me, particularly on pages 158–160.
