UAL Inc. Is Now ‘Allegis’; It Paid Firm to Find Name

After hiring an identity management consulting firm to create a new name for it, UAL Inc. announced today it will change its name to Allegis Corp. in an effort to impress upon the public that it is not merely the parent of United Airlines but a full-service travel company.

In addition to United, one of the nation’s largest airlines, Chicago-based UAL is the parent of Hertz auto rentals and Westin Hotels & Resorts. Its acquisition of Hilton International, which has 88 hotels in 42 countries, is expected to be completed in March.

Lippincott & Margulies, the consulting firm that created the new name, said it was derived from the words allegiant, meaning loyal or faithful, and aegis, meaning protection and sponsorship. It is pronounced as uh-LEE-jis.

Clive Chajet, the consulting firm’s chairman, said the new name “conveys the central corporate mission of service and guardianship for the domestic and worldwide traveler.”