Delta, the iconic American airline, celebrated its 100th anniversary by collaborating with design agency DixonBaxi to launch a brand redesign. Through this project, Delta redefined its brand identity and clarified its vision of "connecting people to expand their potential," rather than simply "getting from A to B." The new brand system is built around the values of culture, experience, and connection.
Delta's triangle symbol is one of the most recognizable symbols in the aviation industry. In this redesign, the symbol has evolved beyond a simple logo into a dynamic form that embodies "energy" and "perspective." It adds movement, depth, and light.
The new brand is comprised of four behavioral elements: "Connecting Line" represents the journey forward; "Explorative Space" symbolizes discovery and exploration; "Amplified Burst" captures moments of emotional outpouring; and "Focus Frame" focuses on key stories. These four elements are consistent across Delta's visual, digital, and spatial design, while also embodying creativity.
The design system simultaneously pursues a premium image and a warm approachability. A new editorial-style font, a modern color palette, and a human-centered photography style position Delta's brand as a luxurious yet realistic and intuitive presence.
