DELTA: Under new leadership, Delta (finally) discovers design

A use of identity, by a leader

New: Shorter name, tweaked symbol, and redesigned livery

Launched: March 22, 2000

Story in brief:
It took three years for CEO Mullin to reverse the performance problem; his success can now be celebrated with a stronger, cleaner brand presentation.

The name is shorter, and the delta-shaped symbol was tweaked, appropriately, by adding a horizon curve. The more important change is the redesigned airfleet, clean white planes with softly bannered red and blue tails... a big step, from esthetic nothingness to a real design quality statement.

Credits:
C.E.O. - Leo F. Mullin
Identity design - Landor Associates

First Impressions:
Lopping off "Air Lines" strengthens and clarifies the brand. The horizon idea is brilliant in its simplicity; equity is retained while the last vestige of this company's Mississipi Delta's roots are replaced with a globe-spanning visualization.

Welcome, Delta, to the select world of well-designed companies.