Modern 3-dimensional red Delta Widget introduced on April 30, 2007, the day Delta exited from Chapter 11 bankruptcy protection. Reflects Delta’s successful transformation into "a highly-differentiated, customer-focused airline." Also honors the most famous version of the Delta Widget, maintaining its sharp lines and vertical position.
Lippincott Mercer developed Delta's new look. “The brand identity program signals to the world that Delta is eager to regain its leadership position and is committed to improving the customer experience,” said Creative Director Connie Birdsall. "Delta's updated look is bold and confident and connects to the customer with honesty, respect and authenticity."
The Delta Brand Council, a cross-divisional team, also contributed to the transformation process, for the first time incorporating the voices of Delta employees into a brand change.
For more details, see the Delta Brand Fact Sheet 2007
1959 Delta Royal Jet Service Brochure: See the Widget in its first use as symbol of deluxe jet service.
Delta Stories: How Delta Became "Delta": Learn the origin of the name Delta.
Star Spangled Delta: Delta's Widget gets stars and stripes for 1976 U.S. Bicentennial.
Keep Climbing: Fun with the Widget on Delta's Blog