When global companies merge, changes must be made: employees are shuffled around or released, administrative structures changed, and logos are often altered.

Changing the logo can anger some consumers. As United and Continental prepare to merge and create the world’s largest airlines, the United logo is disappearing in favor of the Continental design. Some consumers have responded:

Some longtime United fliers are protesting the move with “Save the Tulip” campaigns on Facebook and Twitter, urging fans of the venerable logo to bombard the airlines’ CEOs with letters and bouquets of tulips…

“You can’t think of United without ‘Rhapsody in Blue’ and the tulip,” said Jasionowski, who created the “Save the Tulip” campaign with Lori Quarnstrom and Jerry Benzl. The three frequent travelers, who met on FlyerTalk’s discussion boards, have logged nearly 2 million miles, combined, on United.

Added Quarnstrom: “Let’s face it. That globe is just boring.”

This sounds similar to the complaints made in Chicago when Macy’s bought Marshall Field’s. Eventually, consumers will move on but they may feel like one company they once “knew” has disappeared. We can develop emotional ties with products and services even if we have little human contact with these companies.

Interestingly, it sounds like the two airlines are trying to merge their accumulated brands rather than create a whole new theme.