Quando anche l'arte si fa da parte

L'HO TROVATO DISPERSO in una mailing list. Non so chi l'abbia scritto. Ma e' come un messaggio nella bottiglia e leggerlo e' pura epifania. Signori, questo e' marketing-comunicazione allo stato liquido. Imbottigliatelo e mettetelo al sicuro in cantina, tra i vini buoni. Come questo non se ne trova...

Delta Corporate Identity Revitalization

A Dramatic New Identity System For A Global Transportation Leader


Landor has been Delta's branding partner for over eight years, developing and
enhancing countless service sub-brands, starting with the Sky Miles program
in 1993. As the airline's operations grew rapidly throughout the decade, Landor
developed solutions to ensure the Delta brand grew as well. In early 2000,
Delta management accepted Landor's recommendations that the airline's increased
services and capabilities called for a dramatic new look.


Although Landor worked to modernize Delta's visual identity in the mid-90's,
Delta needed to go even further to differentiate itself in the cluttered
airline brandscape. This meant developing a striking new identity system
signaling a world-class carrier that would be instantly recognizable in the over 250
cities and 32 countries that Delta serves. Furthermore, the new identity needed
to convey a passenger-centric focus in an era of increasing customer
dissatisfaction within the industry.

Landor's Solution

The new Delta brand is a dramatic departure from its past. The words "Air
Lines" have been removed from the logotype, reflecting an assumptive pride in
its brand heritage and leadership role. The triangular heritage mark was
softened, symbolizing a more human approach. Landor developed a new "flowing
fabric" branding program, featuring a colorful, vibrant tail contrasted against a
clean, white fuselage. This striking element is featured throughout the
passenger experience, from airport environments to print collateral, making a distinctive
and welcoming impression in the minds of Delta's customers.

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