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Delta Air Lines new brand identity

Agency: Ogilvy Primary Contact

Client: Delta Air Lines 

Delta Air Lines has unveiled its updated corporate branding – a three-dimensional, red “Widget” icon flying across a blue background.


The updated brand was the result of months of employee and customer research directed by Delta’s vice president of Marketing, Tim Mapes.


Delta engaged a group of employees representing diverse customer-facing and corporate support divisions from Europe, Latin America and the United States.


This global group, called the Delta Brand Council, met in focus groups to discuss the importance of Delta’s brand to themselves and their peers and to evaluate potential design work.


The new branding will appear on more than 900 Delta and Delta Connection aircraft, in more than 300 airports, on Delta’s award-winning Web site, and in all advertising and printed material.

There is less paint layering on the new livery, which will help Delta trim paint cost costs, reduce aircraft weight and subsequently achieve additional fuel savings.

Delta aims to replace signage in all its airport locations by the end of 2007 and to complete the repainting of its fleet on an accelerated schedule over the next four years.

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