5.01.2007 | Delta's new design



Delta unveiled a new logo and Web site after emerging from Chapter 11 bankruptcy Monday, a design that aims at enhancing Delta's new international stance.

Over the past two years the airline has cut jobs and cut domestic routes, which are facing intense competition from low-fare airlines, in favor of more lucrative international destinations, which have yet to face the same competitive pressure.

The new logo, with a more sophisticated typeface and colors, seems to be aimed at gaining that type of clientèle. United has pursued a similar approach with its "It's time to fly" campaign that uses its classic Rhapsody in Blue theme in conjunction with artistic animations.

But what stood out to me wasn't just the sparse design of Delta's new livery (which incidentally saves Delta money because it uses less paint), but the bad puns on the site's home page and the press release announcing their emergence and rebranding. "'Brand' new era," "chapter of success." Who works for these guys?

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