There was an interesting piece about some recent airline rebrands in the Financial Times. You can access the article here.
People have very strong opinions about the recent AA’s rebranding and about United’s attempt to mix and match part Continental’s & United’s former branding. This is a very good and short read. You should check it out.
Airline livery does matter. These planes are visible at the world airports and are representative of the airline. My personal opinion about United’s and AA’s recen’t developments? I think that both could have done better.