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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

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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