Subtle’ modernisation in the air for Delta livery

Landor Associates’ identity for Delta Air Lines is beginning to appear on its 550-strong fleet. Although Delta is one of the world’s top five carriers, this is the airline’s first major image overhaul in more than 30 years.

The first newly-liveried plane was unveiled at Hartsfield International Airport in Atlanta, Georgia, last week. The airline’s headquarters is in Atlanta.

The new graphic identity, created by the consultancy’s London office, was revealed last spring and was introduced on to some literature (DW 15 March 1996). Delta is keen to roll out the marque as cost-effectively as possible.

“Delta did not need a major repositioning as its current market position is unassailable. What it wanted after more than three decades in the same livery was a discreet and subtle modernisation,” says Richard Ford, chief executive of Landor in Europe.

Delta’s triangular device has been retained in its original form and appears with the new logotype.

The new look conveys “the warmth of its southern-flavoured service offer and traditional values of hospitality, while respecting Delta’s modern professionalism and global presence”, says a Landor spokesman.

Landor is also handling the refurbishment of Delta’s terminal lounges and reception areas.