Delta

For over 100 years, Delta has been a pioneer in aviation. Today, it stands at a new threshold, not only as an airline but as an influential brand that is part of life. We partnered with the Delta team to evolve the experience into something that goes beyond travel and into culture, experience, and connection. This moment marks the beginning of a new era, one rooted in heritage and focused on expanding people’s potential every day.

Delta’s brand is instantly recognisable, but as the world moves faster, expectations change. The opportunity wasn’t to redesign, but to refine. To evolve the brand without erasing its legacy. We needed to amplify what makes Delta unique while modernising how it moves, speaks, and feels. The challenge was to build a system that respects its iconic status and energises it for a digital, connected, and increasingly experiential world.

The Delta symbol is one of aviation’s most enduring icons. In this new system, it’s no longer static. Motion, depth, and light transform it into a symbol of perspective, energy, and possibility. It becomes the foundation of the brand world, expressive, dimensional, and confident. It invites you in, leads the way forward, and holds together the emotional and practical threads of the brand. Familiar, yet renewed with presence and intent.

Delta’s new brand system is built around the traveller. From the moment you book a flight to the time you take off, and even beyond, the experience feels seamless, elevated, and unmistakably Delta. Every digital interaction, every screen, every service touchpoint shares the same clarity and care. It’s not just about wayfinding or aesthetics. It’s about building trust, delight, and emotional connection in every detail of the customer journey.

To reflect Delta’s role as a partner in life, we developed a set of brand behaviours that work across every space. Each has meaning: the Connecting Line charts a path forward; the Explorative Space signals discovery; the Amplified Burst reflects emotional moments; the Focus Frame highlights stories that matter. These elements bring cohesion across all media, from film to interface and give teams tools to express the brand with consistency and creativity.

We crafted a design system that balances premium elegance with approachability. An editorial display typeface brings sophistication. A rich, modern secondary palette expands the brand’s expressive range. The Delta Tone photography style focuses on authentic human moments. real people, real stories, real connection. Every design decision supports a more thoughtful, future-ready brand experience made to feel warm, aspirational, and intuitive across every platform, market, and environment.

This is Delta’s next era. designed for people, built to scale, and ready to inspire. The evolved system doesn’t replace the past; it honours it while creating space for innovation. It empowers Delta’s teams to lead with confidence, connect with purpose, and deliver experiences that go far beyond the destination. It’s not just a new chapter, it’s the blueprint for the next hundred years of possibility.