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.
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