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Delta's Widget

Cindy Loose

Delta Airlines, which emerged from bankruptcy on April 30, yesterday unveiled its updated corporate logo. They didn't send me a picture, but describe it as "a striking three-dimensional, red 'Widget' icon flying across a blue background."

The logo, they say, "reflects the company's successful transformation into a highly differentiated, customer-focused airline."

My first question: What's a widget, and why do they capitalize it? I've used the word before but never stopped to think about what it meant, because I thought it didn't mean anything terribly specific. Dictionary synonyms: gadget, contraption, object. So I was right; it's a thing.

More importantly, what's a highly differentiated airline? Customer-focused? Not sure, but I hope it means that when you call, someone answers the phone, and when you buy a ticket for a particular time and place, they'll take you there. That would be really swell, worthy of a logo with a flying red thing.

By Cindy Loose |  May 2, 2007; 9:40 AM ET  | Category:  Airline Industry , Cindy Loose
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Oooo, impressive. A new logo ALWAYS makes a company more trustworthy, just like a new pair of shoes always makes me more beautiful. ; )

Posted by: Karen | May 2, 2007 10:34 AM

I love how these Airline Corporations are coming up with new logos and paint schemes immediately after they get out of Bankruptcy. United did it, now Delta- what is going through their minds? They finally start making money and decide "hey, we've got money again- lets spend a whole bunch of it on newly designed paint jobs for our jets!"

Granted, they re-paint their jets evry few years anyway, but they have to pay someone to come up with the new design which ain't cheap.

Posted by: keydet | May 3, 2007 11:00 AM

The "widget", based at least on the cover and artwork in this month's in-flight magazine, appears to be their same old two-triangle logo, but with one half darker than another, and occasionally tilted. (Wonder how much they paid someone to work that out??)
Check out http://www.delta-sky.com/.

Here's something else "highly differentiated" about that in-flight magazine - a puff-piece interview with HBO's CEO! Yup, that fellow who just resigned . . . the interview took up several pages in the hard-copy magazine, but it took a bit of searching to find on their website.

Posted by: adub | May 10, 2007 1:47 PM

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