United flaunts new branding, faces mixed reactions on social media

United Airlines' new livery is finally ready to hit the skies − though not everyone on Twitter thought the airline stuck the landing.

United released a video late Tuesday night of its new branding ahead of a celebration in Chicago on Wednesday. The airline had been teasing the makeover on social media for the last week.

"Our next livery has been cleared for takeoff," the airline wrote in a tweet. "Stay tuned right here for more from our celebration in Chicago tomorrow!"

The new livery heavily features the airline's signature blue color in three different shades, according to a statement. It will keep the globe logo on the aircraft tail but it will be tweaked with a gradient in these blue shades. Other parts of the aircraft will also incorporate a mix of the three colors.

United had updated its "brand palette" last year with these and other new colors. It's limiting its use of gold. 

Every aircraft will also have United's mission painted near its door: "Connecting people. Uniting the world." 

The first aircraft to get a new paint job is a Boeing 737-800. 

More:First look: United unveils new uniforms for 70,000 frontline employees

The update mirrors a sweeping uniform change the airline announced earlier this year.

Earlier in the day, not everyone on social media was celebrating the update.

One Twitter user wasn't impressed, channeling the character Jim Halpert from "The Office."

"I didn't like it; the old (continental style) livery was very nice with the blue and gold colors," a fellow user wrote. "This has just become boring and the blue is too much in your face." United merged with Continental Airlines back in 2010.

Not everyone was unhappy with United's new look, however: "Finally a livery, which is better than the old one. Congrats @united," a user wrote.

"Personally, I like it!" another said. 

People also engaged in a discussion about the importance of livery and marketing around it. "Unless the color of the plane is going to affect whether or not you book a flight with the carrier, what is the point of quite so much armchair quarterbacking of the new @united livery?" a user asked. Another replied: "A better question would be 'why has @united done so much hyping of its new livery?' Branding is important, and really does affect whether people buy tickets. It communicates what customers might expect from the airline in return for their money."

Check back for photos from United's new livery showcase later on Wednesday.