Lippincott Revitalizes Visual Identity and Customer Experience for Delta Air Lines

NEW YORK--(BUSINESS WIRE)--Brand strategy and design consultancy Lippincott announced that it has launched a strategic repositioning, image revitalization and customer experience redesign project for Delta Air Lines to coincide with the airlines emergence into a new era. The brand identity created by Lippincott, called Onward and Upward, signals the renewed strength of the airline to both customers and its employees.

“After speaking with Delta's executive team, employees and customers, it became clear that it was important for Delta to preserve signature elements of its brand image while refreshing other elements to signal that Delta was emerging from bankruptcy stronger and better than ever”

Lippincotts efforts also extended into the planning of one of the most momentous events in Deltas historyone which approximately 5,000 employees attended and thousands of others around the world joined via live satellite feed. After then Delta CEO Gerald Grinstein announced the airline had officially emerged from its Chapter 11 restructuring, the new brand identityapplied to a Boeing 757and revitalized elements of the customer experience were unveiled for employees worldwide.

Deltas brand, which includes the customer experience and our financial stability, had been changing for the last two years thanks to the tireless efforts of Delta people worldwide, said Tim Mapes, Deltas vice president of marketing. So it was the perfect time to refresh our visible brand identity to mark the progress weve made. It also represents the very core of Delta people who are more passionate than ever to provide our customers with the very best experience possible.

To build momentum leading up to the brand introduction, Lippincott developed an employee microsite that helped set the stage for the launch and provided information for Deltas more than 47,000 employees. They also developed a brand activation video that acknowledged the importance of the employees in revitalizing the airline and the team spirit of living the new brand.

Lippincotts customer experience implementation rolled out immediately following the launch. The look and feel of the terminals is being dramatically transformedfrom new outdoor signage and check-in areas to gates and baggage claim areasto reflect the new brand identity. Elements of the in-flight experience such as monitor displays, menus, and place-settings are also being redesigned.

Lippincott will continue to partner with Delta, developing new product and service names, a sensory identity system, and brand activation program, as it introduces the new brand across its increasingly global network.

Lippincott began the project in September 2006 with a thorough examination of the airline industry as a whole. Through this research, Lippincott identified an opportunity for Delta to have a personality and style that was both unique and relevant to its evolving customer base. After creating a new positioning and supporting image attributes, which capture a more confident and modern personality, the design exploration began.

After speaking with Delta's executive team, employees and customers, it became clear that it was important for Delta to preserve signature elements of its brand image while refreshing other elements to signal that Delta was emerging from bankruptcy stronger and better than ever, said Alex Reid, a brand strategy partner at Lippincott.

A wide range of visual identity options were developed and considered. Some were closely tied to designs used by Delta in the past, but not ideal for an airline that was striving to communicate that it was new and bold. Others were extremely modern, but did not connect to Deltas heritage.

The new all-red, dimensional widget reflects a dynamic and sophisticated evolution of the brand. The cropped supergraphic communicates growth, momentum and optimism. Taken as a whole, this identity acknowledges the 78-year heritage of the airline, while announcing that Delta is bold, energetic and ready for the future, said Connie Birdsall, creative director at Lippincott.

Lippincott provides planning, design and implementation services in a number of branding disciplines, including brand strategy, brand creation, brand environments, packaging and brand management.


Delta Air Lines operates service to more worldwide destinations than any airline with Delta and Delta Connection flights to 310 destinations in 54 countries. Since 2005, Delta has added more international capacity than all other major U.S. airlines combined and is the leader across the Atlantic with flights to 36 trans-Atlantic markets. To Latin America and the Caribbean, Delta offers more than 400 weekly flights to 53 destinations. Delta's marketing alliances also allow customers to earn and redeem SkyMiles on nearly 15,000 flights offered by SkyTeam and other partners. Delta is a founding member of SkyTeam, a global airline alliance that provides customers with extensive worldwide destinations, flights and services. Including its SkyTeam and worldwide codeshare partners, Delta offers flights to 475 worldwide destinations in 104 countries. Customers can check in for flights, print boarding passes and check flight status at


Lippincott is a leading brand strategy and design consultancy. The firm was founded in 1943 as Lippincott & Margulies and pioneered the discipline of corporate identity. Lippincott operates globally from its offices in the United States, Europe and Asia. Recent clients include American Express, Aviva, Citigroup, ExxonMobil, Goldman Sachs, IBM, Mashreq, McDonalds, Nissan, Samsung and Sprint. For more information, visit



Kathleen Hatfield
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Helen Aldrich
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