Delta Airlines is arguably the largest airline in the United States, which came into existence in 1924. It is one of the four founding members of the SkyTeam alliance and has its headquarters in Atlanta, Georgia. The visual identity of Delta Airlines in the form of its logo has undergone several changes since its inception. Each of the logo iterations reflects the growth and transformation of the airlines over nearly a century. Also, each logo redesign has been influenced by changing branding strategies, market demands, and the operational focus of the airline. The article delves into the detailed timeline of various logo changes that were part of the growing story of Delta Airlines.
The Genesis of the Delta Airlines Logo (1925-1928)
The journey of Delta Airlines started in 1925 as a branch specialising in designing military aircraft for Huff Daland, the famed airline company. Thus, the original logo featured the original name of the company and its field of activities. It comprised a colourful triangle with a Greek god wearing a golden helmet breathing steam upon earth. On the right side of the triangle was placed the wordmark in black and a modern sans-serif typeface. The wordmark, “HUFF. DALAND DUSTERSINC MONROE. LA,” was mentioned in three levels and in different sizes.
(1928–1930)
In 1928, the company commenced its flying operations, which necessitated creating a new logo. It featured a triangular “delta” shaped design in vibrant red that incorporated the image of Hermes, the Greek god of travel. The god was depicted in a winged helmet to symbolise speed and safety. Besides, the brand name “Delta Air Service” was mentioned below the image within a white horizontal rectangle with rounded corners and a thin black outline. The logo was set against a black triangular frame, with the words “Speed Safety Comfort” in white prominently displayed along the sides. It emphasised the airline’s commitment to passenger service.
(1930–1934)
In 1930, after the commencement of the first passenger flight, a new logo was introduced. This version returned to the colourful triangular design with the Greek god breathing dust upon earth. It also featured a simplified sans-serif typeface that read “Delta Air Corporation Monroe, LA.” along the sides. The clean lines and straightforward typography conveyed confidence and professionalism. The logo design aligned with the evolving identity of the airline.
(1934-1951)
A significant redesign of the logo occurred in 1934, when a red winged triangle was placed within a blue-framed circle to represent the Delta symbol. The stylised wings were formed by horizontal lines emanating from the sides of the triangle. Also, the brand name was written in bold white around the blue perimeter. The colour palette of red, white, and blue reflected American patriotism and added a sense of freedom and lightness to the branding.
(1934)
A few months later, in 1934, an alternative version of the logo was introduced. Set against a white background, the logo was enclosed within a blue rhomboid that was stretched horizontally. The winged triangle appeared at the centre of the rhomboid with some additional wordmarks. However, this logo version was used for a lesser time.
(1935)
In 1935, Delta Airlines updated its logo again and chose a geometric design with a red triangle inscribed within a larger blue triangle. The words “Speed Comfort Convenience” were displayed in white sans-serif uppercase letters around the perimeter of the outer blue triangle. At the same time, the brand name “Delta Airlines” in white was featured prominently at the centre. There was an additional small winged triangle in blue just above the brand name with a white outline and wings. This logo emphasised the airline’s focus on customer service and operational efficiency.
(1945–1953)
The logo underwent another transformation in 1945, wherein it adopted a smoother and more elegant design. The new logo featured a horizontally stretched ellipse in solid blue with a stylised and slanted brand name in bold, white where the letter “D” resembled a wing with three soft feathers. The tagline “Air Lines” appeared below the bigger and bolder wordmark “DELTA,” but in a small sans-serif typeface in white. This design aimed to project a modern and sophisticated image that aligned with the post-war aviation boom.
(1953–1955)
In 1953, Delta reintroduced red to its logo by outlining the blue ellipse in red and white. This design included rectangular red elements at the upper left and bottom right corners. The red elements at the corners featured the taglines “Serving the Heart of America” and “and the Caribbean” at the upper left and lower right corners, respectively. The logo’s complexity reflected the expanding routes and services of the airlines during this period.
(1955–1959)
The 1955 logo redesign returned to a smoother aesthetic, with a scarlet red internal ellipse and a light blue frame around it. The taglines “Nothing Faster—Nothing Finer” and “To and Through the South” in white uppercase were included along the perimeter at the top and bottom to emphasise the commitment of Delta Airlines to quality service. The central part showcased the elegant “Delta” in white with black shadows. The word “Delta” had a winged “D,” which was placed above the wordmark “Air Lines” in light blue to reinforce the brand’s identity as a leader in the airline industry.
(1959)
In 1959, the logo of the luxury airplane service was introduced. The logo showcased the wordmark “DELTA Royal JET Service” in purple and red colours. At the top of the logo appeared a purple and red widget with two triangular-shaped arrows. Originally belonged to the Douglas DC-8 airliner, the logo elements were framed within a bold yellow border with two triangular elements at the top and bottom.
(1959-1962)
It was in 1959 that the first triangular red, white, and blue widget emerged sideways. And on the right of the emblem appeared the brand name “DELTA” in purple.
(1962-1966)
The logo variant of 1962 was a blend of two previous logo iterations: the triangular widget at the top and the ellipse surrounding it, both in red, white, and blue. The brand name in white appeared in the middle of the ellipse with red and white borders.
(1963-1993)
In 1963, the triangular widget in purple and red was enclosed within a white circle with a grey frame. And below the widget appeared the company name in purple and in different sizes.
(1966-1976)
In the logo iteration of 1966, the red and blue widget appeared on the left, while the brand name in black and in different sizes appeared on the right.
(1976)
In 1976, a new logo was redesigned to commemorate the bicentennial anniversary of the United States of America. It included the dates “1776-1976” and the American flag. And above the flag was the brand name “DELTA AIRLINES” written along the perimeter in blue. Every element of the logo was enclosed within a white circle with a blue border.
(1985-1987)
In 1985, the airline came up with a light blue rectangular emblem with the brand name in white written diagonally and in a handwritten script. The blue and red triangular widget enclosed within a white circle was placed in the bottom right-hand corner of the rectangular emblem.
(1987-1995)
In 1987, the logo design of 1959 reappeared. Here, the blue, white, and red triangular widget was placed in an upright position on the left of the brand name “Delta” written in an italicised sans-serif typeface in blue.
(1993-1995)
The logo redesign of 1993 was a slight improvement of its previous iteration. Here, the wordmark “AIRLINES” was placed below the 1987 logo variant.
(1995-2000)
In this logo iteration, the font was made flat and bold, and the brand name in dark and light blue was written in one line on the right of the triangular widget.
(2000–2004)
In 2000, Delta Airlines updated the blue, white, and red triangular widget to a softer design with curved edges to create a more inviting and approachable image. Interestingly, the designers, Landor Associates, removed the “Airlines” wordmark from the logo.
(2004-2007)
In this logo redesign, the widget was redrawn to include the red triangular form while the rest of the elements remained unchanged.
(2007-Today)
The current Delta Airlines logo was unveiled in 2007, which coincided with the airline’s exit from bankruptcy. This modern 3D version of the widget maintains sharp lines and a vertical orientation in dark red. It reflected Delta’s commitment to customer service and operational excellence. The logo has remained unchanged since then and has marked a period of stability and consistency for the brand post-merger with Northwest Airlines.
The Elements of the Delta Airlines Logo
Font
The present Delta Airlines logo features a clean, geometric lettering in a modern, straightforward sans-serif typeface. The uppercase characters are spaced widely apart to create a sleek and airy look. Fonts that closely resemble this design include Rolphie 08 ExtraHeavy SC, Concord Medium, and HF HySans Bold.
Colour
The colour palette of Delta Air Lines’ visual identity is centred around a tricolour of red, blue, and white. The colours reflect the status of the company as a leading national airline. This colour scheme symbolises precision and excellence while also evoking a sense of confidence and reliability.
Finally
Through the various logo iterations, Delta Airlines has successfully navigated changes in branding and market dynamics. Each logo redesign of the airline serves as a reflection of its evolving identity and commitment to service excellence. With the growth of the airline continuing, the logo is likely to change in the future as well.