DAL Sec1 Basic Brand Elements 082707

1.
0 BASIC BRAND
ELEMENTS
February 22, 2008
1:1 Introduction 1:70 Signature Filename Components

1:2 Positioning 1:71 Signature Versions
1:3 Tone of Voice 1:81 Supergraphic Filename Components
1:4 Image Attributes 1:82 Supergraphic Versions
1:5 Architecture 1:83 Contact Information
1:6 Signature
1:30 Color Palette
1:31 Typography
1:34 Imagery
1:39 Supergraphic
1:47 Illustration Style
1:49 Icon Style
1:50 Copy Approach
1:51 All Together
1:61 How We Appear With Others
INTRODUCTION
We have the opportunity to take our brand to an entirely new level.
To ensure the success of our revitalized brand image, we must make bold
moves to ensure we remain true to our brand, and the people, products and
services that it represents.
Our communications must be a direct reection of the quality and value
we deliver to our customers and our people. Well-crafted and effective
communications take a great deal of thought and planning. Its not just
deciding what we say, but also how we say it through design, tone of
voice, imagery, layout, color and typography.
These guidelines explain our communications vision. They establish
the basic elements to make sure that all of our communications have a
consistent look and feel and are aligned with our new positioning.
1:2 POSITIONING
The following statement should serve as a
foundation for all communications efforts and
will act as a lter for brand-related decision-
making going forward.
Delta Air Lines is the global airline that respects you and your time and
acknowledges the challenges of travel today. With more personal choice,
smart technology and thoughtful service amenities, Delta graciously saves
and enhances your time. Delta ies the best routes and has the most
dedicated, impassioned employees. Delta is redesigning the air travel
experience with you in mind.
Basic Brand Elements

1:3 TONE OF VOICE
The visual and verbal personality of all
Delta communications plays a critical role
in delivering a 21st Century Gracious
experience at every moment.
Surprisingly straightforward
Short and to the point
Guide the eye and the traveler by using short, direct sound bites and clean design
to accelerate the journey and reduce stress along the way
Unexpectedly insightful
Remind travelers that Delta understands the frustrations of air travel by highlighting
the unexpected ways Delta is simplifying and enhancing their experience
Refreshingly real
Convey a clued-in, empathetic spirit, neither over-sentimentalizing nor making
too light of the travel experience

1:4 IMAGE ATTRIBUTES
Image attributes express the spirit and personality
of the Delta Air Lines brand. They highlight the
characteristics of the brand experience and suggest
an approach to communicating about it both
visually and verbally. It is important to note that no
communication is likely to reect all of our brand
attributes, but the goal is to avoid contradicting
them in any way.
Image attributes Corresponding visual characteristics Corresponding verbal characteristics
Witty & Smart An unexpected twist, intelligent nuance; delightful Convey real insight with provocative humor
and friendly wit
Fresh An energetic, optimistic, vibrant style Speak with a renewed, energetic personality
Condent An assured quality; worldly, competitive and bold Be optimistic and positive without being smug
or self-satised
Human Intuitive, projecting warmth and authenticity Speak as a peer that understands what travelers
really care about
Honest & Respectful Open and clear, with integrity Always be direct and helpful, conveying
professional hospitality
Modern A crisp, simple, clean aesthetic; innovative and

relevant technology
Use informal, pared down language, without
owery prose

1:5 BRAND ARCHITECTURE
Brand architecture is the organizing structure that Legal Name Use the legal name of our company on all documents that
species the type, number, relationship, and purpose legally require its presence (e.g., contracts, agreements,
of brands within our overall business portfolio. invoices and copyright notices).
; < CK8 8 @ I C @ E < J # @ E :
The chart shown here illustrates how Delta

businesses, products, and services are organized
and presented to the marketplace, and can be used
Master Brand Signature Use the Delta master brand signature as the primary brand
as a glossary to the guidelines that follow. expression to employees, customer and
community constituencies.
We have moved toward a more unitary-based
approach to identity, designed to create a more The Air Lines modied master brand is ONLY used
consistent and condent presentation of our brand =FI< @> E D8 IB< KJF E CP when legally required (e.g., Latin/South America, Mexico,
across our various businesses and markets. <%>%C8K@E&JFLK?8D<I@:8# Caribbean), or in foreign markets (Asia and Pacic, e.g.,
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China) on specic informational applications (such as
Our over-arching communications goal is to business cards) where clarifying area of business is
reinforce our brand as a modern, cohesive, necessary.
global airline.
Delta Name in Text Use the Delta name in conjunction with descriptive names
Note: Branding decision tools have been for lines of business, programs, products and services to
;\ckXCè\f]9ljè\jj effectively unite our portfolio while maintaining the Delta
established to help us determine the appropriate
;\ckXGif[lZkfiJ\im`Z\ signature as the dominant expression.
degree of association that line of businesses,
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products and services have with the Delta master
brand. These are available through the Delta Brand
Identity group.
Signature w/ Line of Business Descriptor Use the Delta signature with a line of business descriptor
when a LOB (or division) requires added differentiation or
Note: All Delta signature artwork must
business emphasis that cannot be provided through
be requested through and approved by the
use in text.
Delta Brand Identity group. C@E<F=9LJ@E<JJ
Product or Service Sub-brand Use a Delta sub-brand signature when a product or

service requires added differentiation or business
emphasis that cannot be provided through use in text.
GIF;L:K

Subsidiary Use a subsidiary signature with its own distinct logo

and name treatment when the Delta brand does not
provide a measurable value or lacks permission to operate
in the intended business category. Always endorse the
subsidiary brand with Delta Air Lines.
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The endorsement should be visually subordinate to the
subsidiary identity and should always appear in typography
(Not the Delta signature or logo).
1:6 SIGNATURE: OVERVIEW
Our new signature is the simplest, most immediate and most recognizable representation
of our brand. It builds upon our heritage, while communicating with a condent,
modern and renewed energy that represents our future. The new all-red symbol and
all-uppercase logotype speak with an honest, respectful and direct language that
embodies our core positioning.
Delta Logo
Symbol (Widget) Logotype SkyTeam Logo
Signature

1:7 SIGNATURE: SKYTEAM RELATIONSHIP
The SkyTeam logo is always positioned directly to
the right of the Delta logo. The placement of the
SkyTeam logo and its size relationship to our logo has
been carefully considered and must not be altered
in any way.
When to use the Delta Signature

(includes the SkyTeam logo)
All customer-visible communications, with the
exception of those listed below.
When to use the Delta Logo

(Does not include the SkyTeam logo)
In-house communications (Not customer-visible)
A Delta line of business or application where
the SkyTeam relationship is not relevant or may
cause confusion.
Political ads.
Sponsorships and partnerships.
Co-branding with two or three alliance members.

1:8 LEGAL PROTECTION
The Delta Legal department will help you determine
which trademark designation should be used. If, after
reading the instructions provided below, you are
uncertain as to when or how a trademark designation
should be used, do not hesitate to contact the Legal
department. Trademark designations must always be
used exactly as determined by the Legal department.
All of our trademarks should be designated with one

of the two following symbols:
For service marks which have been granted

registration by the U.S. Patent and Trademark Ofce,
use the symbol.

For service marks which have not yet been granted
registration by the U.S. Patent and Trademark Ofce,
use the SM symbol.
As a general rule, the symbol should be used on As a general rule, the SM symbol should be used on
the rst or most prominent usage of the registered the rst or most prominent usage of the registered
mark in copy. However, this requirement can be mark in copy. However, this requirement can be
satised by the use of a logo which includes satised by the use of a logo which includes
the symbol. For example, if a document includes the SM symbol.
the Delta Signature, it would not be necessary to
also use Delta or SkyTeam the rst time these In long documents, occasional use of the SM symbol
terms appear in text. will reinforce the importance and proprietary nature
of the trademark to the reader.
In long documents, occasional use of the symbol
will reinforce the importance and proprietary nature The SM symbol should be placed immediately after
of the trademark to the reader. the trademark not after descriptive names.
The symbol should be placed immediately after the Example:

trademark not after descriptive names. DO
Introducing Delta Alerts ight update messaging service.
Examples:
DO DO NOT
Welcome to the Delta SkyMiles rewards program. Introducing Delta Alerts ight update messaging service.
DO NOT
Welcome to the Delta SkyMiles rewards program.

1:9 SIGNATURE: COLOR VARIATIONS
Use the Delta signature as the primary brand Full-Color Signature
expression with our employees, customer and
community constituencies.
Consistent use of the Delta signature will help

build visibility and recognition for the airline and
will set Delta apart from competitors.
The integrity of the signature must be respected

at all times. Dont stretch, condense or otherwise Reversed Signature
abstract it. Any modication of the signature
confuses its meaning and diminishes its impact.
Note: Delta functional units, lines of business,

programs, products and services are not permitted
to be shown as a direct lock-up with the Delta
signature, unless expressly identied by
the Delta Brand Identity group.
One-Color Delta Blue Signature
Note: There is no reversed color signature.
Always reverse to white.
One-Color Black Signature

1:10 SIGNATURE: BACKGROUND CONTRAST
Use the full-color signature when the background
color value is between 0% and 30% after conversion
to gray scale.
Do not place the signature on a background when

the color value is between 30% and 50% after
conversion to gray scale.
Use the reversed signature when the background

color value is between 50% and 100% after
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1:11 SIGNATURE: CLEAR SPACE AND MINIMUM SIZE
The Delta signature is one of the companys most C C
precious assets. Always position it for maximum
impact and give it plenty of room to breathe. This
will ensure the signatures presence and legibility. C
Clear space frames the signature, separating it from

other elements such as headlines, text, imagery and C
the outside edges of printed materials.
Clear Space C
A minimum amount of clear space must surround
the signature at all times. This space is equal to
the cap-height of the Delta logotype (e.g., the L Signature Clear space
in DELTA).
In general, a larger amount of visually uninterrupted

C C
space should be kept clear for optimal visibility.
Minimum Size
When reproducing the signature, be conscious of its C
size and legibility. To ensure quality reproduction in
print, the signature must appear no smaller than 8p
in width. C
Note: The Air Lines modied master brand

signature is ONLY used when legally required
(e.g., Latin/South America, Mexico, Caribbean),
or in foreign markets (Asia and Pacic, e.g., China)
on specic informational communications (such as C
business cards) where clarifying area of business
is necessary..
Signature with Descriptor Clear space
Second Language Example: * Foreign markets only (e.g., Latin/South America, Asia and Pacic)
/g
Signature Minimum Size

1:12 SIGNATURE PLACEMENT
The Delta signature must always be placed Master Brand Signature URL Lock-up Signature
to the left or right margins of any given application.
The signature can be placed top right, top left, Dèo Dèo Dèo Dèo
Dè Dè Dè Dè
bottom right or bottom left. (%,o (%,o (%,o (%,o
The minimum space for margins demonstrated

must always be observed when placing the signature.
x is equal to cap-height of the Delta logotype
(e.g., the L in Delta), and is the minimum amount
of space required left and right of the signature.
A larger amount of space (1.5x minimum) should

always be placed to the top or bottom of the
signature whenever possible.
Note: The Delta signature should be scaled in size to

most appropriately address specic communication
and application needs.
Note: When using the Delta URL with the Master

Brand Signature, please be sure to use the approved
Delta URL lock-up artwork that has been provided. o
Dè Dè Dè Dè
(%,o (%,o (%,o (%,o
Dèo Dèo Dèo Dèo

1:13 SIGNATURE PLACEMENT: AIR LINES MODIFIED MASTER BRAND SIGNATURE
The Air Lines modied master brand signature Air Lines modied Master Brand Signature Air Lines modied Master Brand Signature with URL
must always be placed to the left or right margins of
any given application. The signature can be placed Dèo Dèo Dèo Dèo
Dè Dè Dè Dè
top right, top left, bottom right or bottom left. (%,o (%,o (%,o (%,o


When using the Delta URL with the Air Lines

modied master brand signature, do not lock up the
URL to the signature. The URL should align with the
baseline of the signature and/or to the established
page margins. The URL is always set in lower case
Whitney Book type and its height should be a
minimum of .5x. o
Dè Dè Dè Dè
(%,o (%,o (%,o (%,o
Dèo Dèo Dèo Dèo
signature is ONLY used when legally required
(e.g., Latin/South America, Mexico, Caribbean),
or in foreign markets (Asia and Pacic, e.g., China)
on specic informational communications (such as
business cards) where clarifying area of business
is necessary.

signature should be scaled in size to most
appropriately address specic communication.
Please be sure to use the approved artwork that
has been provided.

1:14 SIGNATURE: APPLICATION EXAMPLES
The Delta signature is the primary brand expression
for our company.
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The signature represents our reputation and future
goals, as such, it should always be prominently 8 D %
afliated with our lines of business, products and :? '" =CP
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services to further clarify its dominance. (- 8KJ
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The following are examples of applications that are
appropriate for use with the Delta signature:
Web site
Terminal signage
Stationery
Tickets/ ticket jackets
Premium/ gift items
Marketing communications (e.g., posters, direct Af_eJXdgc\
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Note: It is not necessary to place the Delta name
preceding functional units (e.g., Legal) or generic
descriptors for products and services that
are viewed within a Delta branded context
(e.g., First Class or Baggage Services).
Note: The schematic examples illustrated on this

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page are for demonstration purposes only.
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1:15 LOGO (NO SKYTEAM LOCK-UP): APPLICATION EXAMPLES
Use the Delta logo (no SkyTeam lock-up) on
applications that are not related to, or endorsed by,
the SkyTeam partnership. These applications include:
In-house communications (Not customer-visible).
A Delta line of business or application where
the SkyTeam relationship is not relevant or
may cause confusion.
Political ads.
Sponsorships and partnerships.
Co-branding with two or three alliance members.

appropriate for use with the Delta logo:
Corporate and exterior identication signage.
Aircraft. (,*00
Vehicles (non-promotional).
D8P)''.
Internal newsletter.
Sponsorship advertisement.
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T HE OP E N
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Modo typi qui nunc nobis videntur parum clari? Usus legentis in iis,
qui facit eorum claritatem Investigationes o typi.
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1:16 DELTA NAME IN TEXT
Use the Delta name preceding descriptive names
for functional units, lines of business, product,
service and program names to effectively unite our
portfolio and maintaining the Delta signature as
the dominant expression.
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JBPD@C<JELD9<I1)*-,)*'/--
In application these names should appear in Af_eJXdgc\

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the surrounding text, or adhere to established D8P)''.
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8
EARN BONUS MILES FOR THIS TRIP
Your current flight information does not include a SkyMiles
> L
:? K@E 8K
number.
In order to establish and protect trademark If you're not yet a SkyMiles member, you can enroll today
and get credit for this flightplus you can earn 1,000 bonus
KO KJK
miles just for enrolling. If you're already a SkyMiles member,
be sure to earn your miles for this flightsimply provide your
registration, a or symbol should be used if SkyMiles number using online check-in, at a Delta kiosk or at
the ticket counter.
=C
Also, did you know weve added a new flight notification
you know the Legal Department has already led, service at delta.com Delta Alerts to update you about
any flight changes or cancellations. Now you can stay in
touch while on the go by:
or intends to le, a trademark application for an Choosing the channel: Tell us if you prefer to be contacted
via e-mail, phone, mobile device or all three.
Saving your preferences: You only need to enroll in Delta
proprietary product or service name. Messenger once. Then, well automatically contact you via
your preferred method when there is a change to any of your
future Delta flights.
Thanks for choosing Delta; we're looking forward to seeing you.
How to - Change your Subscription: click on Profile.

How to - Unsubscribe: click on Unsubscribe.
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must provide a valid e-mail address at enrollment. Members will be opted-in to receive via
e-mail Travel & SkyMiles info, a monthly SkyMiles Statement and Special Offers and
Promotions%
Line of Business
N/A
Product or Service
Delta Alerts
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Program
Deltas Force for Global Good
Note: Delta functional units, lines of business,
programs, products and services are not permitted
to be shown as a direct lock-up with the
Delta signature, unless expressly identied by ; < CK8 J = F I : < = F I > CF 9 8 C > F F ; ; < CK8

8 J = F I : < = F I > CF 9 8 C > F F ; ; < CK8 J = F I : < = F I > CF 9 8 C > F F ;

1:17 SIGNATURE: DO NOTS
We encourage you to become familiar with the
correct use of the Delta signature. Please note that
the new Delta brand expression does not permit use
of the previous versions of the signature.
Delta
at all times. Dont stretch, condense or otherwise
morph or manipulate it. Any modication of the
signature confuses its meaning and diminishes
its impact.
1. DO NOT stretch the signature.
2. DO NOT create a speed version of
the signature.
3. DO NOT use a previous Delta signature.
4. DO NOT change the typeface of the signature.
5. DO NOT alter the color of the signature.
6. DO NOT alter the symbol in any way.
7. DO NOT alter the position of the
signature elements.
nes
Air Li
8. DO NOT scale or alter the position of the symbol.
9. DO NOT alter the descriptor type.
10. DO NOT rotate the signature.
11. DO NOT use the symbol alone.
12. DO NOT add 3-D effects to the signature.
13. DO NOT create additional lockups.
14. DO NOT place the signature on
a busy background.
15. DO NOT use the color signature on
a color background. Use reversed signature.
16. DO NOT add an outline around the signature.

1:18 SIGNATURE W/ LOB DESCRIPTOR: COLOR VARIATIONS
Use the Delta signature with LOB descriptor when Full-Color Signature
a line of business (or division) requires added
differentiation or business emphasis that cannot be
provided through use in text.
Consistent use of the signature will help build ;<J:I@GKFI

visibility and recognition for the airline, while
effectively communicating our distinct capabilities
and offerings.
Reversed Signature

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Note: Delta lines of business are not permitted

to be shown as a direct lock-up with the
Delta signature unless expressly identied by
Examples:
;<J:I@GKFI
;<J:I@GKFI

1:19 SIGNATURE W/ LOB DESCRIPTOR: BACKGROUND CONTRAST
Use the full-color signature with LOB modier when
the background color value is between 0% and 30%
after conversion to gray scale.


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;<J:I@GKFI ;<J:I@GKFI ;<J:I@GKFI
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1:20 SIGNATURE W/ LOB DESCRIPTOR: CLEARSPACE AND MINIMUM SIZE
The Delta signature with LOB descriptor is one of the C C
companys most precious assets. Always position it
for maximum impact and give it plenty of room to
breathe. This will ensure the signatures presence C
and legibility. Clear space frames the signature,
separating it from other elements such as headlines,
text, imagery and the outside edges of C
printed materials.
Clear Space
the signature at all times. This space is equal to
;<J:I@GKFI
the cap-height of the Delta logotype (e.g., the L C
in DELTA).
In general, a larger amount of visually uninterrupted Signature Clear space

Minimum Size
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When reproducing the signature, be conscious of its
size and legibility. To ensure quality reproduction in
in width.
;<J:I@GKFI

1:21 SIGNATURE W/ LOB DESCRIPTOR PLACEMENT
The Delta signature with LOB descriptor must always Signature with LOB descriptor Signature with LOB descriptor plus URL
be placed to the left or right margins of any given
application. The signature can be placed top right, Dèo Dèo Dèo Dèo
top left, bottom right or bottom left. Dè Dè Dè Dè
(%,o (%,o (%,o (%,o


When using the Delta URL with the Delta signature

with LOB descriptor, do not lock up the URL up
to the signature. The url should align with the
baseline of the signature and/or to the established
page margins. The URL is always set in lower case
Whitney Book type and its height should be a
minimum of .5x. o
;<J:I@GKFI ;<J:I@GKFI
Dè Dè Dè Dè
(%,o (%,o (%,o (%,o
Note: The size of the Delta signature with LOB
Dèo Dèo Dèo Dèo
descriptor should be scaled to most appropriately
address specic communication and
application needs.
Note: Please be sure to use the approved artwork

that has been provided.
;<J:I@GKFI

1:22 SIGNATURE W/ LOB DESCRIPTOR: APPLICATION EXAMPLES
The Delta signature with LOB descriptor is only for G?@C8;<CG?@8 J8E=I8E IFD<
use by those businesses approved by the Delta Brand

Identity group.
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The signature should only be used on stand-alone AL
applications that are solely identifying or promoting
the specic business, and not the broader
Delta experience.

appropriate for use with the Delta signature with
LOB descriptor:
Promotional communications (e.g., posters)
Stationery
Aircraft
Packaging
Premium/ gift items
Note: Connection Carrier logo artwork should only

be used for aircraft application.

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1:23 SIGNATURE W/ LOB DESCRIPTOR: DO NOTS
The schematic examples shown here illustrate
some ways in which a LOB descriptor should not
be used.
In addition to those rules established for the

Delta signature, please:
1. DO NOT create additional signatures without
approval from the Delta Brand Identity group.
2. DO NOT alter the signature in any way
(e.g., change color, scale, relationship, graphic or
typographic style).
3. DO NOT use the signature or connection carrier 1. 2.
artwork on shared properties (e.g., gates, ground
equipment and jetways)
4. DO NOT use the signature in combination with
any other signature for identication. =c`^_kEf%
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3. 4.
1:24 SUB-BRAND SIGNATURE: COLOR VARIATIONS
Use a Delta sub-brand signature when a product Full-Color Signature
or service requires added differentiation or
business emphasis that cannot be provided through
use in text.
Consistent use of the signature will help build

visibility and recognition for the airline, while
effectively communicating differentiated
product offerings.
Reversed Signature

Note: Delta products and services are not

permitted to be shown as a direct lock-up with the
Delta signature unless expressly identied by
Example:

1:25 SUB-BRAND SIGNATURE: BACKGROUND CONTRAST
Use the full-color signature when the background
color value is between 0% and 30% after conversion
to gray scale.


' *' ,' (''
*' ,'

1:26 SUB-BRAND SIGNATURE: CLEARSPACE AND MIN-
A Delta sub-brand signature is one of the companys )C )C
most precious assets. Always position it for
maximum impact and give it plenty of room to
breathe. This will ensure the signatures presence )C
and legibility. Clearspace frames the signature,
separating it from other elements such as headlines, C
text, imagery and the outside edges of
printed materials.
Clear Space
the signature at all times. This space is equal to )C
two times the cap-height of the Delta logotype (e.g.,
the L in DELTA).
Signature Clearspace
In general, a larger amount of visually uninterrupted
Minimum Size
When reproducing the signature, be conscious of its
size and legibility. To ensure quality reproduction in *g/
in width.

1:27 SUB-BRAND SIGNATURE: PLACEMENT
A Delta sub-brand signature must always be placed Sub-Brand Signature Sub-Brand Signature with URL
to the left or right margins of any given application.
The signature can be placed top right, top left, Dèo Dèo Dèo Dèo
bottom right or bottom left. Dè Dè Dè Dè
(%,o (%,o (%,o (%,o

must always be observed when placing the
signature. x is equal to two times the cap-height
of the Delta logotype (e.g., the L in Delta), and is
the minimum amount of space required left and
right of the signature.

When using the Delta URL with a Delta sub-brand

signature, do not lock up the URL to the signature.
The url should align with the baseline of the
signature and/or to the established page margins.
The URL is always set in lower case Whitney Book
type and its height should be a minimum of .5x.
o
Dè Dè Dè
(%,o (%,o (%,o Dè
Note: The size of the Delta sub-brand signature (%,o
Dèo Dèo Dèo Dèo
should be scaled to most appropriately address
specic communication and application needs.
Note: Please be sure to use the approved artwork

that has been provided.

1:28 SUB-BRAND SIGNATURE: APPLICATION EXAMPLES
A Delta sub-brand signature is an important
expression of our company.
F
These signatures represent our ongoing commitment ><KK?<I<1<8IE#9LP#KI8EJ=<I#LJ<
to innovation and betterment of the customer

experience, as such, they should always directly
support the masterbrand.
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appropriate for use with a Delta sub-brand signature:
- Direct mail
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page are for demonstration purposes only. Mf îXd
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1:29 SUB-BRAND SIGNATURE: DO NOTS
some ways in which a sub-brand should not
be used.

Delta signature, please:
1. DO NOT alter the signature in any way
(e.g., change color, scale, relationship, graphic ;@E@E>
or typographic style).
2. DO NOT create additional signatures without
approval from the Delta Brand Identity group.
3. DO NOT use the signature in combination 1. 2.
with any other signature for identication.

page are for demonstration purposes only. ?FD<GIF=@C<><K@EMFCM<;:FEK8:KLJ
GC8EE@E>I<J<IM8K@FEJ KI8M<C@E>:?<:B$@E ;<CK8JBPD@C<J
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clgkXkldqqi`c[\c\e`kXl^l\[l`j[fcfi\k\]\l^X`k_\l`jdf[kèZ`[leklkcXfi\\k[fcfi\
dXêXXc`hlXd\iXkmfclkgXk%Lkn`j`\e`dX[dè`dm\e`Xd#hl`jefjkil[\o\iZ`kXk`fe
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3.

1:30 COLOR PALETTE
Delta Blue is the primary color expression Gi`dXip
for Delta audiences. A secondary tier of
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Delta Red and Delta Warm Gray may be used
as alternative background colors to Delta Blue,
primarily for informational signage or other
secondary applications.
White should predominantly be used for typography

on primary and secondary colored backgrounds.
Delta Light Red and Delta Dark Red are our

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two symbol colors, and are also used within Z(''#d-.#p'#b*/
our supergraphic when applied on Delta Blue i'#^,(#Y(')
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or on Delta Red backgrounds.
When used on a Delta Warm Gray background, our

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supergraphic should appear in Delta Light Gray and
Delta Dark Gray. ;\ckXI\[ ;\ckXNXid>iXp
The tertiary tier of accent colors should be used GXekfe\.,*)Z

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in a very limited manner, primarily to delineate Z'#d(''#p.0#b)' Z'#d(.#p,'#b-,
navigation or to highlight primary typographical i(0)#^),#Y,( i00#^/)#Y,'
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messages in communications.
Note: The tertiary colors should be applied in a very

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LIMITED MANNER and should not be applied as
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Z'#d(''#p/(#b+ Z'#d(''#p-(#b+* Z'#d/#p)(#b*) Z'#d)'#p..#b..
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The colors shown on this page and throughout these ;\ckXFiXe^\ ;\ckXP\ccfn ;\ckXGligc\ ;\ckXC`^_k9cl\ ;\ckX;Xib9cl\
guidelines have not been evaluated by Pantone, Inc. for
accuracy and may not match the PANTONE Color Standards.
Consult current PANTONE Publications for accurate color. GXekfe\.+(*Z GXekfe\-()Z GXekfe\,(+,Z GXekfe\-,)Z GXekfe\)0-Z
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<8/8(8 ;.:.'' 9'0'9' ..00:: '')8,'

1:31 TYPOGRAPHY: TYPEFACE
Whitney Light
Typography is a key element used to communicate
a unied personality for Delta. We have selected a
type family that gives Delta a unique typographic
voice: Whitney. This is our main typeface and should
be used in all communications materials.
The Whitney typeface is a modern sans serif font

that excels in a broad range of use in applications
from signage to text. The typeface is narrow enough
to work in crowded environments, yet energetic
Whitney Book
Whitney Medium
enough to encourage extended reading.
Though this typeface is available in six weights, use

has been limited to four of those weights for greater
consistency and simplicity of implementation.
Note: Do not substitute any other typeface

for the approved Delta typeface.
For Desktop
Whitney Semibold
Verdana should be used for Desktop applications in
a nongraphic artwork environment such as Microsoft
Word and PowerPoint. Whitney should be used
for graphics, buttons and banners in Web portals,
microsites and other desktop-based environments. abcdefghijklmnopqrstuvwxyz12345
Purchasing Whitney
The Whitney font is available from
67890ABCDEFGHIJKLMNOPQRST
Hoeer & Frere-Jones.
http://www.typography.com VWXYZ! #$%& ()*+,. /:;<=>?@[\]^
They can be reached by phone during business
hours (Eastern Time) at +1 212 777 6640. Fonts
_`{|}~
are delivered quickly by e-mail, and at no additional
cost; orders can also be shipped by FedEx, or by
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messenger within New York City.

oe

1:32 TYPOGRAPHY: STYLES
The examples below illustrate the Delta typography Utilizing scale and contrast establishes a clear
style as it is applied to content ranging from more hierarchy while creating a dynamic and fresh tonality
informational to more promotional in purpose. that further supports our graphic language.
Primary information such as headlines or callouts Note: For a unique typographic style and to build
should be set in all-uppercase with 80 tracking to upon our graphic system and personality, short
establish a direct and bold tonality. headlines or callouts of one to four words should
be large, all-uppercase with 80 tracking, cropped on
All text-heavy content should use sentence case to at least one edge and placed at a 33 angle.
emphasize legibility.
MORE INFORMATIONAL/FUNCTIONAL MORE PROMOTIONAL/PERSONALITY
G8JJ<E><IEFK@:<1
HlXdc`kk\iX^fk_`ZXhlXdeleZ#
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hl`j\hl`k
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Headline: Callout: Callout/Headline:
HlXd c`kk\iX ^fk_`ZX hlXd eleZ
Whitney Book-Semibold Whitney Light-Book Whitney Light-Book

All-uppercase All-uppercase 33 angle
Tracking: 80 1-4 words All-uppercase
Cropped 1-4 words
Tracking: 80 Cropped
Tracking: 80
1:33 TYPOGRAPHY: DO NOTS
1. DO NOT set type in all lowercase.
2. DO NOT track out sentence case type.
3. DO NOT set uppercase type without
tracking out to 80.
4. DO NOT set body copy on a 33 angle
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hl

1:34 IMAGERY: OVERVIEW
STYLE
Imagery is a universal medium used to tell stories Crop
and make human connections. In our new brand
expression, we use imagery to communicate our
offer in a compelling and immediate way to make
a meaningful connection with all of our audiences.
Our imagery can be categorized into three subject

areas: people, product and destination. To further
support our unique visual approach, imagery
should use cropping, scale and selective focus to
portray subjects in an imaginative and dynamic
way that will trigger a response, an emotion or Scale
a call to action. All imagery should be surprisingly
straightforward and communicate one or more
of our image attributes.
We encourage the use of imagery that

demonstrates how customers benet from
our commitment to service, and that acknowledge
the teamwork, achievement and professional
nature of our employees.
Selective
focus
People Product Destination
SUBJECT

1:35 IMAGERY: STYLE
CROP SCALE SELECTIVE FOCUS

Cropping the subject in a compelling way creates Using scale infuses dynamism and brings an Using selective focus imagery provides the viewer
visual interest, expressing something greater unexpected quality to everyday objects or people. with an intelligent viewpoint; it gives relevance to
beyond the boundaries of the piece, thus reinforcing It simplies the composition, adds impact and detail and a sense of depth and discovery by not
the visual vocabulary of our supergraphic. directly relates to the straightforward quality of revealing the obvious.
our visual system and supergraphic.
Unexpected viewpoint Bold and condent Warm and authentic

Sense of discovery Simple and clean aesthetic Sense of depth

1:36 IMAGERY: SUBJECT
PEOPLE PRODUCT DESTINATION

People imagery includes our customers and our Delta products and services are designed to As a global airline, destination imagery also plays
employees. We encourage the use of imagery that enhance and save our customers time. Products an important part in communicating our offering.
demonstrates how our customers benet from our should not be presented in an overly literal Destination imagery should be presented as an
commitment to service. It should also acknowledge manner; rather they should be illustrated in an unexpected glimpse and not a literal postcard.
the teamwork, achievement and professional nature inviting, easy to use and fresh manner. These images should demonstrate a unique and
of our employees. Our people imagery should be knowledgeable understanding of these destinations.
real and honest, not posed or contrived.
Condent and straightforward Innovative and relevant In the know

Speak as a peer Crisp, simple and clean Sense of discovery

1:37 IMAGERY: DO NOTS
Here are examples of images that do not represent
the Delta brand. Our images should never be
articial, stereotypical, decorative, literal or
unnatural. Photos should not be cluttered with
unnecessary props that distract from the story.
Avoid using images with content that is irrelevant
to our business and customers.
1. DO NOT use clichd metaphors to represent
our product benets.
2. DO NOT use images that are exaggerated. 1. 2. 3.
3. DO NOT use images portraying clichd

business gestures.
4. DO NOT use staged images.
5. DO NOT use images with articial settings or
staged environments.
6. DO NOT use images that have been digitally
enhance or composed of two photos.
7. DO NOT use generic images with color lters.
8. DO NOT use with clichd destination topics. 4. 5. 6.
9. DO NOT use images with cluttered and

distracting environments.
7. 8. 9.

1:38 IMAGERY: CROPPING
We use the cropping technique illustrated on this
page to achieve the dynamic photo treatments
that have been discussed on the previous pages.
Cropping enables you to create a unique composition
from ordinary imagery in order to bring it more
in alignment with our brand attributes and help
differentiate our photography from competitors.
Note: When you are cropping and enlarging a small

section of a photograph, make sure the photo has
a high enough resolution to maintain its quality.

1:39 SUPERGRAPHIC
The Delta supergraphic treatment is a powerful
extension of our signature. It creates a visually
consistent language across applications while
further aligning them to our brand positioning and
personality, while giving them a unique look and feel.
It is a bold, expressive element that suggests

directness, movement, scale, condence
and modernity and freedom.
Its cropped execution relates directly to a focus on

the journey and a moment in time (crossing borders
from origin and to destination). Alternating between
the various crops of the supergraphic adds an
element of unexpectedness and surprise.

1:40 SUPERGRAPHIC: COLOR VERSIONS
The supergraphic should only appear in the following
three color combinations: red on a Delta Blue
background (more emphasis on the supergraphic),
red on a Delta Red background or gray on a Delta
Gray background (less emphasis on
the supergraphic).
Color Alternatives
Background color: Background color: Background color:

Delta Blue Delta Red Delta Gray
Supergraphic colors: Supergraphic colors: Supergraphic colors:
Delta Light Red Delta Light Red Delta Light Gray
Delta Dark Red Delta Dark Red Delta Dark Gray (90%)

1:41 SUPERGRAPHIC: GRAYSCALE VERSIONS
Grayscale versions of the supergraphic artwork are Note: The grayscale values within the supergraphic
restricted for use in one-color applications. The artwork may need to be adjusted, dependent upon
three grayscale versions include dark gray on a gray production method, in order to achieve the desired
background, dark gray on a white background (more contrast illustrated.
emphasis on the supergraphic) and light gray
on a white background (less emphasis on
the supergraphic).
Note: Grayscale versions are for use in one-color

applications only (e.g., newspaper ad).
Grayscale Versions
Background color: Background color: Background color:

60% Black White White
Supergraphic colors: Supergraphic colors: Supergraphic colors:
Light: 40% Black Light: 35% Black Light: 10% Black
Dark: 80% Black Dark: 60% Black Dark: 30% Black

1:42 SUPERGRAPHIC: VERTICAL FORMAT CROPPING
The examples on this page illustrate the four Vertical Formats: Right Facing
approved crops created for use on vertical formats.
These crops can be ipped horizontally and scaled

if necessary. The supergraphic should appear no
smaller than 30% and no larger than 80% of the
total width of a given application.
Note: Do not use the supergraphic as a substitute

for the Delta signature.
Note: These crops have been carefully considered,

so please be sure to use the supergraphic artwork
that is provided. Do not create additional croppings.
Do not modify or alter the supergraphic artwork
provided in any way.
Vertical Formats: Left Facing

1:43 SUPERGRAPHIC: HORIZONTAL FORMAT CROPPING
The examples on this page illustrate the four Horizontal Formats: Right Facing Horizontal Formats: Left Facing
approved crops created for use on horizontal
formats.
These crops can be ipped horizontally and scaled

if necessary. Given the size of the application the
supergraphic should appear no smaller than 50%
and no larger than 80% of the total height of
a given application.
Note: Do not use the supergraphic as a substitute

for the Delta signature.
Note: These crops have been carefully considered,

so please be sure to use the supergraphic artwork
that is provided. Do not create additional croppings.
Do not modify or alter the supergraphic artwork
provided in any way.
This treatment should be scaled to t the This treatment should be scaled to t the
applications top and bottom edge. applications top and bottom edge.
This treatment should be scaled to t the This treatment should be scaled to t the
applications top and bottom edge. applications top and bottom edge.

1:44 SUPERGRAPHIC: USAGE
Flexibility has been provided around the application It is not necessary to use the supergraphic on
of the supergraphic to address a variety of content-heavy applications such as interior pages
communication needs. of multi-page documents or advertising. In these
circumstances cropped imagery, angled typography
It should be used most prominently (red on blue) and color become very important in communicating
when serving as the primary graphic element on the graphic language of the Delta brand.
an application, such as a terminal check-in back
wall. It should serve in a secondary manner (red on Note: The supergraphic is not designed to be used
red, gray on gray) as visual support to information on all applications. Overuse of the supergraphic will
or verbiage that must be easily read, such as way dilute the strength of our symbol.
nding signage or informational messaging.
MORE VISIBILITY LESS VISIBILITY
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Consistency Flexibility

1:45 SUPERGRAPHIC: DO NOTS
We encourage you to become familiar with the
correct use of the supergraphic and please be sure to
use the supergraphic artwork that is provided.
The integrity of the Delta supergraphic must be

respected at all times. Do not recreate, modify
or otherwise alter the supergraphic artwork that
is provided.
1. DO NOT alter the color of the supergraphic
artwork. Do not place the supergraphic on a
tertiary color background.
(% )% *% +%
2. DO NOT scale the supergraphic to make an
additional cropping.
3. DO NOT scale the supergraphic smaller than
the specied height of an application. Do not
use the supergraphic as a substitute for the
Delta signature.
4. DO NOT use the symbol alone.
5. DO NOT alter the angle of the supergraphic.
6. DO NOT place the supergraphic pointing down.
7. DO NOT use the supergraphic as an icon
treatment pattern.
8. DO NOT use the gray supergraphic on
,% -% .% /%
a Delta Blue or Delta Red background.
9. DO NOT stretch the supergraphic.
10. DO NOT use the supergraphic as a
graphic device. =i`\e[cpk\Z_efcf^p%JdXikj\im`Z\%
11. DO NOT use more than one supergraphic

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12. DO NOT use the supergraphic artwork on

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n`jdfcfYfi\[fcfig\ifjkff[ff[`Xdqqi`c`j n`jdfcfYfi\[fcfig\ifjkff[ff[`Xdqqi`c`j
X[`fej\k\Zfej\[k\kcXfij\[k`j`jXZZldqqi`klk X[`fej\k\Zfej\[k\kcXfij\[k`j`jXZZldqqi`klk
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interior pages. m\e`kè`kefej\[kXk%<Zk\k# m\e`kè`kefej\[kXk%<Zk\k#
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qqi`ccXdèm\iX\j\e`jXZZldjXelkn`jj`j`jZ`ccX
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n`jdfcfYfi\[fcfig\ifjkff[ff[`Xdqqi`c`j
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m\e`kè`kefej\[kXk%<Zk\k#
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1:46 SUPERGRAPHIC: ARTWORK FILES
The supergraphic artwork les have been created
to ensure consistency among applications. The
les have been set up to include bleeds for print
production. Illustrated on this page are examples of
bleed area in the artwork les.
Please reference page 1:82 - 1:83 of this document

for le naming components and versions.
Note: Never re-create the crop. Please contact your

Brand or Marketing Communications Managers to
Bleed area (behind clipping mask)
gain access to the supergraphic artwork les.

1:47 ILLUSTRATION STYLE: SILHOUETTE
The Delta illustration style is closely aligned to our
imagery approach and supergraphic treatment
through the use of silhouette, scale and cropping.
It creates a visually consistent language across
applications while further aligning them to our brand
positioning and personality, while giving them a
unique look and feel.
Illustration may be used to supplement imagery and

supergraphic for specic communication needs, but
should never replace them as the primary visual tool
for communicating our brand message.
Silhouettes can be used to communicate secondary

messages or ideas. For example on a newsletter
about SkyMiles, we might use a silhouette of a
lounge chair, fresh foods or a shopping cart to
communicate the various ways in which you can
earn miles. A silhouette can be more engaging than a
simple icon or typographic treatment.
Silhouettes must be made from something that is

photographed, it should note start as an illustration.
(For example a travel icon is not a silhouette.)
The photograph should be simple, but have
the appropriate amount of contrast and detail
to be effective.

1:48 ILLUSTRATION STYLE: SILHOUETTE CREATION
Creating a silhouette by starting with a simple,
well-dened, high contrast photograph, ideally with
a light background.
Step 1: Original photo

Open the le in Adobe Photoshop and resize your
image to 300 dpi. Use the path tool or lasso tool to
make a selection of the object. On a new layer ll the
selection with black and save the le as a psd or high
res jpg.
Step 2: Converting to a silhouette

Open the psd. or jpg. in Adobe Illustrator. With
the image selected in Illustrator click on the
Live Trace button in the Control Palette to auto-
trace your image under the default settings. Once the
image has been traced (vectorize) click on Expand
in the Control Palette to turn the image into editable
vector artwork.
Final image
Save the nal image le in the format required (.ai,
.eps, .tiff, .jpeg, .psd etc).
Note: Be sure to secure the rights of the image that

is being silhouetted.

1:49 ICON STYLE: MODERN & FRESH
The Delta icon style is closely aligned to our
personality attributes through their modern, bold and
?FE<JK
fresh approach. They create a visual language that is
consistent with other visual aspects of our program
while giving them a unique look and feel.
Icons are a global language that we may use to more

quickly and intuitively guide our customers through
communications and environments.
They may be used to supplement imagery and

supergraphic for specic communication needs, but
should never replace them as the primary visual tool
for communicating our brand message.
Our icons should be simple in execution,

< J?
two-dimensional and contain minimal detail. Use =I
simple geometric shapes and soft rounded corners,
as in the examples shown here.
5
1. DO NOT use the Delta symbol as an icon.
2. DO NOT add 3-D effects.
3. DO NOT use illustrations that look like clip
art. Icons should never be created in
Microsoft PowerPoint and pulled into
other communications materials.
1. 2. 3.

1:50 COPY APPROACH
When developing copy, consider some core writing
principles to ensure that your messages are helpful,
quickly understood and appropriate to the Delta
brand personality.
Be Brief When possible and appropriate, favor short sound Speak in a clear, active voice avoid technical
Straight-to-the-point copy will guide the eye, bites of information over lengthier prose. or overly-formal language.
keeping the brand and the traveler on target.
Relax. Unwind. Uncork. Check in ahead
NOT NOT
Enjoy a ne wine from the comfort of your seat, Please proceed to the check-in counter. Be prepared
courtesy of ABC Vineyard just one of many exciting with your boarding pass and identication.
day trips Delta recommends from San Francisco.
Be Relevant Project a frequent travelers mindset acknowledge Provide helpful tips that anticipate traveler
Copy should highlight the insightful ways the good and the bad. needs throughout the journey.
Delta is working to simplify and enhance the
travel experience. Delays courtesy of Mother Nature. Hot chocolate Now would be a good time to check any toiletries
courtesy of Delta. too big to carry on-board.
NOT NOT
Delta is not responsible for delays due to inclement You may NOT carry on the following items...
weather in the city of departure or arrival.
Be Provocative Humor should be rooted in a shared understanding of Humor should be daring enough to surprise.
Copy should engage attention with a touch of what travel is like today and what travel should be.
intelligent wit that underscores Deltas unique
point of view. Chatty neighbor? (packaging on headsets) Direct ights to New York City. Or to the USA.
Be Real Be human but avoid over-using you or being too familiar. Emphasize substance over style avoid being clever
Copy should demonstrate a spirit of like-minded for its own sake
understanding that reects Deltas respect for
frequent travelers and their time. Welcome to NYC. Have a great stay. JFK to LAX 10X a DAY
NOT [conveys useful information]
Delta welcomes you to New York City. We hope you NOT
have a wonderful journey, whatever your ultimate JFK to LAX is AOK.
destination. [conveys no useful information]

ALL TOGETHER
Every interaction and every communication directly enhances the power and meaning of our brand.
Our goal is to create a seamless and consistent experience across the entire organization that engages
both our customers and our employees.
The overall visual style of the Delta brand is optimistic, bold, honest, clean and simple, as exemplied
by our image attributes.
Together, a minimal approach for application of the brand elements should be adhered to. Utilize a strong
contrast of scale with the various croppings of the supergraphic, elds of color, angled typography and
cropped imagery to create a dynamic, fresh and unexpected visual expression.

1:52 ALL TOGETHER: BRAND GRAPHIC TOOL BOX
The tools shown on this page are an overview of the Graphic Tools: 5. Color elds & supergraphic.
Delta basic brand elements. 1. Delta signatures. 6. Silhouette illustration.
2. Color. 7. Simple geometric shapes and icons.
The tools provide exibility for both functional 3. Whitney font. 8. 33 type (crop when possible).
and creative execution, while making sure that our 4. Imagery (crop, scale, focus). 9. Scale & contrast.
communications have a consistent look and feel
and are aligned with our new positioning and
personality attributes.
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1:53 ALL TOGETHER: PRE-FLIGHT & CURBSIDE
The schematic examples illustrated here are Note: The white background illustrated for
representative of the initial interactions a customer advertising examples is an application exception.
has with our brand. However, a primarily blue language is maintained
through the strong use of blue typography
These applications are mostly viewed within a and neutral background.
competitive context, as such, they should be quickly
identiable as coming from Delta. Note: The schematic examples illustrated on this
These applications should use the primary color
palette (Delta Blue) with red supergraphic and
reverse signature.
Applications include:
- Advertising K<ID@E8C*
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- Web
- Signage
- Brochure covers
- Direct mail
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1:54 ALL TOGETHER: TERMINAL CHECK-IN
The schematic examples illustrated here Secondary applications, those that delineate the Tertiary applications, those that provide passenger
are representative of the Delta terminal customer experience (way nding or directional information or compliance messages, should utilize
check-in experience. signage), should utilize the secondary color palette the secondary color palette (primarily Delta Grey).
(primarily Delta Red). These applications should also These applications should also utilize a more
These applications are also often viewed within utilize a more dynamic use of typography. dynamic use of typography.
a competitive context, as such, they should use
the primary color palette (Delta Blue) with red Applications include: Applications include:
supergraphic and reverse signature. - Directional signage - Size Wise Pylon signs
- Product and service identication - Stanchion mounted informational signs
- Back walls Note: The schematic examples illustrated on this
- Ticket jackets page are for demonstration purposes only.
- Signage
- Check-in kiosks
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1:55 ALL TOGETHER: TERMINAL CONCOURSE & GATES
The schematic examples illustrated here are Applications include:
representative of the Delta terminal concourse and - Promotional posters
gate experience. - Blade signs
- Billboards
These applications are mostly viewed within a Delta
context, as such, they have greater exibility in how These applications should utilize the secondary color
the brand elements are applied. These applications palette (primarily Delta Red) and a more dynamic
are predominantly an opportunity to reinforce use of typography and prominent use of imagery.
the Delta brand positioning through messaging
and imagery. Note: The schematic examples illustrated on this
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1:56 ALL TOGETHER: FLIGHT
The schematic examples illustrated here are These applications should primarily utilize the
representative of the Delta in-ight experience. primary and secondary color palettes, however, there
is also opportunity to utilize the tertiary color palette
These applications are viewed within a Delta context, in a limited manner.
and as such have greater exibility in how the brand
elements are applied. These applications are Note: The schematic examples illustrated on this
predominantly an opportunity to reinforce the page are for demonstration purposes only.
Delta brand positioning through messaging,
imagery, product and service.
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1:57 ALL TOGETHER: PROMOTIONAL MERCHANDISE
The schematic examples illustrated here
demonstrate the application of the Delta signature
to promotional merchandise.
When applying the Delta signature to promotional

items, please follow these rules:
J
Always apply the Delta signature in one of the
8:<
approved colors.
G C
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Maintain the quality and resolution of the signature
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regardless of the production method (e.g., printing,
embroidery).
Never place the signature within a shape or on a

patterned background.
E8D<1
Size the signature appropriately in relation to the
item for maximum visibility.
The selection and quality of promotional items

says a lot about our brand. Therefore, it is important
to select items that align with our desired
brand personality.
I B
Note: Avoid items that are considered inappropriate G<
or of questionable taste (e.g., shot glasses,
pocket knives and lighters).


1:58 ALL TOGETHER: DOS AND DONTS
demonstrate what to do (and what not to do) with
the basic elements of the Delta identity.

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Xkm\if\ifj\kXZZldjXe\k`ljkff[`f[`ê`jj`dhl`
I < EN
YcXe[`kgiX\j\ekclgkXkldqqi`c[\c\e`kXl^l\[l`j
[fcfi\k\]\l^X`k_\l`jdf[kèZ`[leklkcXfi\\k
[fcfi\dXêXXc`hlXd\iXkmfclkgXk%Lkn`j`\e`dX[
dè`dm\e`Xd#hl`jefjkil[\o\iZ`kXk`fe
lccXdZfig\ijljZ`g`kcfYfik`je`jclkXc`hl`g\o\X
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kXk`felccXdZfig\ijljZ`g`kcfYfik`je`jclkXc`hl`g\o
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m\c`ccld[fcfi\\l]\l^`XkelccX]XZ`c`j`jXkm\if\ifj
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giX\j\ekclgkXkldqqi`c[\c\e`kXl^l\%
DO think how the elements (image, headline type, DO keep the design fresh and surprising by using DO use cropped photography to express a simple
supporting text, logo) relate to each other. They should be our supergraphic in a random way. idea or story in a compelling way. A photograph should
simple and have dynamic contrast. feel special.
fliYljè\jj\c`k\
;fcfiè_\e[i\i`kèmlcglkXk\m\c`k\jj\dfc\jk`\ nè\d\el
Zfej\hlXk#m\c`ccld[fcfi\\l]\l^`XkelccX]XZ`c`j`j
Xkm\if\ifj\kXZZldjXe\k`ljkff[`f[`ê`jj`dhl`
YcXe[`kgiX\j\ekclgkXkldqqi`c[\c\e`kXl^l\[l`j
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lccXdZfig\ijljZ`g`kcfYfik`je`jclkXc`hl`g\o\X
Zfddf[fZfej\hlXk% I<C8O8E;LEN@E;%
<k`ljkff[`f[`ê`jj`dhl`YcXe[`kgiX\j\ekclgkXkld
qqi`c[\c\e`kXl^l\[l`j[fcfi\k\]\l^X`k_\l`jdf[
kèZ`[leklkcXfi\\k[fcfi\dXêXXc`hlXd\iXk
mfclkgXk%
Lkn`j`\e`dX[dè`dm\e`Xd#hl`jefjkil[\o\iZ`
kXk`felccXdZfig\ijljZ`g`kcfYfik`je`jclkXc`hl`g\o
\XZfddf[fZfej\hlXk%
?\e[i\i`kèmlcglkXk\m\c`k\jj\dfc\jk`\Zfej\hlXk#
m\c`ccld[fcfi\\l]\l^`XkelccX]XZ`c`j`jXkm\if\ifj
\kXZZldjXe\k`ljkff[`f[`ê`jj`dhl`YcXe[`k
giX\j\ekclgkXkldqqi`c[\c\e`kXl^l\%
DO NOT let the design feel too rigid, precious or busy with DO NOT use the supergraphic in a predictable manner or DO NOT use photography as decoration or to
information. Dont be tempted to use graphic treatments on printed material such as forms it can distract from ll up space. Dont use imagery that appears staged
that contradict our direct and simple visual style. those communications core purpose. or cliche.


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DO use Delta Blue as the primary color expression DO put one main message (a big thought or call to action) DO use the Delta typeface on a 33 angle and cropped for
on applications. in a Delta headline. Its the voice of Delta. It works best headlines and callouts whenever possible.
when it looks direct and simple and not over-designed.
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DO NOT use secondary or tertiary color as the primary DO NOT be tempted to put too much copy in a DO NOT use the Delta typeface on a 33 angle or cropped for
color expression on applications. Delta headline. Overusing copy will take away its freshness detailed information.
and impact.


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DO use simple and clean imagery with adequate copy DO use simple and clean imagery with adequate copy DO try to nd an unusual or innovative way of
space and natural backgrounds. Do place the signature space. Do place the signature in a highly visible location presenting the subject, even if the photo is static.
in a highly visible location on the page with adequate on the page with adequate clear space. Do place the signature in a highly visible location
clear space. on the page with adequate clear space.
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DO NOT use a harsh gradient on the DO NOT use overly complex imagery. Do not reverse the DO NOT Do not place the subject directly in the center
background image. Do not use generic images signature out of a busy area of the background imagery. of the layout. Do not place the signature on a busy area
with color lters. of the background imagery.

HOW WE APPEAR
WITH OTHERS
Marketing relationships including partnerships and sponsorships with other quality organizations
provides Delta with a cost-effective means of reaching new customers, reinforcing awareness of Delta among
existing customers, and creating added value for the Delta brand.
These guidelines have been designed to help leverage partner and sponsorship branding opportunities while
protecting the reputation and presentation of the Delta brand. It is essential that all co-branded situations use
the Delta identity correctly and support the desired position and image of our brand.
Accordingly, Delta has developed comprehensive guidelines for all communications that carry the Delta brand
and brands of one or more of its marketing partners. Guidelines have been developed for communications
that are intended to be from (and produced by) Delta, as well as those intended to be from (and produced by)
our marketing partners or those we sponsor.

1:60 WITH OTHERS: OVERVIEW
We recognize that identity solutions are often based 1. Delta Dominant
on the unique circumstances of each marketing
relationship and/or on the terms of legal agreements
we have with our partners and those we sponsor.
"
We have built exibility into our guidelines to ensure an PQR
effective Delta brand presentation in any co-branded
situation.
There are three design variations for co-branding: 2. Equal Emphasis
1. Delta dominant branding.

In this approach, the Partner/Sponsorship brand is
subordinate to the Delta brand. "
2. Equal Delta and Partner/Sponsorship branding. PQR

In this approach, the Delta brand and Partner/
Sponsorship brand should appear side-by-side with
equal emphasis.
3. Partner Dominant
3. Partner/Sponsorship dominant branding.
In this approach, there are two variations (a) the
Delta brand is subordinate to the Partner brand, and
(b) the Delta brand appears in text references only " FI < = DL9 9 A J D A F = K A F L = P L !
(i.e., no logo).
PQR
When applied to co-branded communications, typically
the overall look and feel follows the style of the
company or organization producing the material.
A clear paragraph of copy explaining the relationship

between Delta and the partner should be included. It
should clearly and simply describe:
What the service or program is.
Who it is for.
What the specic roles of the various partners are (if

there are lots of partners with fairly minor roles,
you dont necessarily have to list them all).
Note: Be sure to use the Delta Logo (Does not include the SkyTeam logo)
with sponsorships.
1:63 WITH OTHERS: SPECIFICATION - DELTA DOMINANT
In this approach the proportional scaling of U.S.
the Delta logo to the partners logo must be D@E%C D@E%C
established on a case-by-case basis due to
differences in format and style. D@E%C
When presenting brands in a Delta dominant C

relationship: D@E%C
The size of the Delta logo must be at least 1.5

times the size of the partners logo. "
The Delta logo must be placed in a predominant
position on the application, the partners logo
may be placed within the body of the application
or aligned center or vertically to the Delta logo.
A clear space equal to the cap-height of the Delta PQR

logotype (e.g., the L in DELTA) must surround
the entire Delta logo.
A minimum space of one times the "L" in Delta

must separate the two logos.
International
The Delta logo must always appear clearly D@E%C D@E%C
separated from any copy, imagery and
other logos. D@E%C
C
D@E%C
"
PQR

1:64 WITH OTHERS: SPECIFICATION - EQUAL EMPHASIS
In this approach the proportional scaling of the U.S. Vertical Horizontal (Preferred)
Delta logo to the other organizations logo must
be established on a case-by-case basis due to Dè%C
differences in format and style. Often verbiage :
will be directly locked up to the Delta logo which
describes the relationship or benet.
C
When presenting brands with equal emphasis: C :
I<C8K@FEJ?@GFI9<E<=@K I<C8K @FEJ?@GFI9<E<=@K
%*,C M <I9@8>< M<I9@8><
The logos should appear visually balanced. Dè%C PQR
If space permits, it is preferred that they appear
side-by-side, center aligned.
If space does not permit the two brands may be

staged vertically. In this case the partners logo PQR
should be vertically aligned center to the
Delta logo.
A clear space equal to the cap-height of the Delta

logotype (e.g., the L in DELTA) must surround
the entire Delta logo.
International Vertical Horizontal (Preferred)
A minimum space of one times the "L" in Delta Dè%C
must separate the two logos.
:
Note: All verbiage must be approved by the Delta
Brand Identity group. Verbiage locked up to the C
Delta logo may also be utilized in the partner :
dominant approach, though proportional scaling C
I<C8K@FEJ?@GFI9<E<=@K I<C8K @FEJ?@GFI9<E<=@K
and placement of the Delta logo may not be as
controlled in that approach.
%*,C
Dè%C
M < M<I9@8><
PQR
PQR

1:60 WITH OTHERS: ASSESSMENT
The Delta brand is often used in conjunction with Equal Delta and partner/sponsorship branding
a partners brand or the brand of a company/event
Delta is sponsoring. Generally speaking, these This variation is likely to be most appropriate when:
co-branded relationships are intended to:
The marketing relationship between Delta and
Pursue and enter into marketing relationships that Partner/sponsorship is equal
will help enhance the Delta image
The marketing relationship reinforces the benets
Link Delta to established, well-known partner of traveling on Delta and has the potential to
and sponsorship brands whose image attributes generate ticket sales and increase brand loyalty
are complementary
The marketing relationship has the potential to
Emphasize Delta wherever possible differentiate Delta from its competitors
Ensure decisions are made to support Delta Delta and partner/sponsorship both have
business and marketing objectives positive images
We have identied key consideration factors that Delta and partner/sponsorship are committed to
should inuence when each of the co-branding long-term relationship
variations likely appropriate. Please be sure to
consider each unique situation and the specic Partner dominant branding
marketing issues at hand prior to adopting a solution.
This variation is likely to be most appropriate when:
Delta dominant branding
Delta is not a primary nancial contributor to the
This variation is likely to be most appropriate when: partnership/sponsorship
The marketing relationship focuses solely on Delta has not made a long-term commitment to
Delta customers the marketing relationship
The marketing relationship reinforces the benets

of traveling on Delta
The Partner/sponsorship image is not as positive as

the Delta image
The Partner/sponsorship does not insist on

being identied

1:66 WITH OTHERS: VARIATIONS - DELTA DOMINANT
The schematic exhibit shown on this page Example 1: Corporate
demonstrates a Delta dominant presentation.
In this type of presentation the Delta logo should

be clearly distinguished as the lead brand through
a combination of size, placement and the overall
look and feel of the application. Typically, Delta is
responsible for producing all materials.
When applying the Delta logo to Delta dominant

communications, please follow these rules:
The Delta logo should always have clear emphasis

over the partner logo.
The overall visual presentation aligns to the

Delta brand. Example 2: Product

?FD<GIF=@C<D@C<8><98C8E:<8;;KF8;;I<JJ9FFB
JBPD@C<JELD9<I1)*-,)*'/--
GC8EE@E>I<J<IM8K@FEJ KI8M<C@E>:?<:B$@E ;<CK8JBPD@C<J
AF@EJBPD@C<J
D8P)''.
JFD8EPGI@M@C<><JALJK
N8@K@E>=FIPFLN@K?8=I<<
JBPD@C<J8::FLEK%
M@<N8::FLEK8:K@M@KP
:?<:BPFLI8::FLEK8:K@M@KP
)+&.=IFD8EPN?<I<%
D8E8><8::FLEK
@EJ@;<PFLIG@E#:C8@D>@=K
D@C<J#8E;DFI<%
N\[fekc`b\kfYiX^#YlkfligXjj\e^\ijXi\gi\kkpjg\Z`Xc%K_Xkjn_pn\c`b\kf
j_fn\ik_\dn`k_Xccbè[jf]nfe[\i]lc\oZclj`m\Y\e\]`kjXe[gi`m`c\^\j%K_èbf]
N8PJKF><KLJ<D@C<J JbpD`c\jXjflinXpf]jXpè^n\i\^cX[kfbefnpfl%
K?<=8JKKI8:BKF<8IE@E>#
9LP@E>8E;LJ@E>PFLID@C<J%
89FLKJBPD@C<J
<8IED@C<J;F@E>K?<K?@E>JPFLCFM<
8CC89FLKK?<JBPD@C<J
GIF>I8D%
<8IEJBPD@C<JFE:IL@J<J
<Xied`c\jfen_`c\i\cXoè^fejg\ZkXZlcXiZil`j\jXe[c`mè^è\ofk`Z
mXZXk`fei\ekXcjXZifjjk_\^cfY\%jbpd`c\jZil`j\j%Zfd
<8IEJBPD@C<JFE;@E@E>?FK<CJ
<Xied`c\j\m\ipk`d\pfl\XkflkXkgXik`Z`gXkèî\jkXliXekjXe[_fk\cj%
jbpd`c\j%i\nXi[je\knfib%Zfd
9P
<8IEJBPD@C<JFEJ?FGG@E>
<Xied`c\jn_`c\ki\Xkè^pflij\c]kfk_\cXk\jkki\e[jXe[jkpc\j%
jbpd`c\j%j_fggè^%Zfd

1:67 WITH OTHERS: VARIATIONS - EQUAL EMPHASIS
The schematic exhibit shown on this page Example 1: Corporate
demonstrates an equal brand emphasis presentation.
In this particular example the Delta logo is shown in
a direct lock-up to the partners logo, however, the
two logos may be presented in a less direct manner
as long as they maintain an equal emphasis. 4 ( % /0 % .
Equal brand emphasis is most typically a co-branding !4,!.4!'!*5,9
type of relationship due to strategic integration
and nancial responsibility. A separate set of brand
-ODOTYPIQUINUNCNOBISVIDENTURPARUMCLARI5SUS
identity standards is typically designed to ensure LEGENTISINIISQUIFACITEORUMCLARITATEM)NVESTIGATIONES
consistency in representing the brands. -ODOTYPIQUINUNCNOBISVIDENTURPARUMCLARI5SUS
LEGENTISINIISQUIFACITEORUMCLARITATEM
When applying the Delta logo to equal emphasis
The logos should visually appear equal in emphasis.
The overall visual presentation is neutral or unique

to the event or relationship. F==@:@8CJGFEJFI
89:4/52
The Delta logo should incorporate descriptive
terminology that explains the relationship.


1:68 WITH OTHERS: VARIATIONS - PARTNER DOMINANT
The schematic exhibits shown on this page Example 1: Corporate
demonstrate a partner dominant presentation.
In this type of presentation the partner utilizes
PQR
the Delta logo to identify our company as a
J ?
>=KLAN9D
strategic partner or sponsor.
<
These relationships can be challenging as while
=I
E9Q**%*.
the partner is permitted or required to identify the
Delta brand, it must be accomplished in a way that
maintains the autonomy and integrity of Delta
PQR
>=KLAN9D
HJGM<KHGFKGJ HJGM<KHGFKGJ
G > L @ = G > L @ =
logo and brand. P Q R > = K L A N9 D P Q R > = K L A N9 D
Example 1 shows two approaches in which these

QRS
relationships can be presented. By utilizing the Delta MNO
logo in a subordinate relationship to the partner logo,

or by utilizing a separate piece that is Delta dominant
and has a distinct Delta look and feel within a partner
branded environment.
When applying the Delta logo to partner dominant

Example 2: Product
Partner logo has clear emphasis over the
Delta logo.
American Express
http://www.amex.com/skymiles Google
The overall visual presentation aligns to partners News
visual system.
With your American Express Gold Delta SkyMiles card

Note: The schematic examples illustrated on this members can earn miles with every purchase.
page are for demonstration purposes only. Earn up to 17,500 miles free!

1:69 WITH OTHERS: DO NOTS
some ways in which a sub-brand should not
be used.

Delta signature, please: I< C 8K @ F EJ ?@ G F I 9< E< = @ K
M< I9@ 8> <
1. DO NOT alter the signature in any way PQR
(e.g. change color, scale, relationship, graphic
or typographic style).
2. DO NOT use the symbol alone to represent the
Delta brand.
(% )% *%
3. DO NOT alter the size of the signature that
should appear visually balanced on equal
emphasis partnerships. ?FD<GIF=@C<><K@EMFCM<;:FEK8:KLJ
THE
C O N S E RVAT I O N
FUND PQR
<
4. DO NOT use the Delta visual system on Partner PQR FI 4 ( % / 0% .
D
!4,!.4!'!
Dominant collateral. @: J
GIFK<:K@E>FLI
E8K@FEJC8E;8E;N8K<I
*5,9
C
F <J
5. DO NOT alter the color of Delta brand = I P C XZ`c`j`j%Xk
G8 `XkeljccX\kXZZld
] <
<EIFCCD<EK
C@E I
elements to that of the partner brand. l^ f
;fcfiè_\e[i\i`kèmlcglkXk\m\c`k\jj\dfc\jk`\Zfej\hlXk#m\c`ccld[fcfi\\l]\l^`Xk
elccX]XZ`c`j`jXkm\if\ifj\kXZZldjXe\k`ljkff[`f[`ê`jj`dhl`YcXe[`kgiX\j\ek
8 @I FL
K
=\ if\i C
clgkXkldqqi`c[\c\e`kXl^l\[l`j[fcfi\k\]\l^X`k_\l`jdf[kèZ`[leklkcXfi\\k[fcfi\
@ 8 > 8 Xk
dXêXXc`hlXd\iXkmfclkgXk%Lkn`j`\e`dX[dè`dm\e`Xd#hl`jefjkil[\o\iZ`kXk`fe
m\
= @ : < G Z`c`j`j
lccXdZfig\ijljZ`g`kcfYfik`je`jclkXc`hl`g\o\XZfddf[fZfej\hlXk%
6. DO NOT create collateral with mixed visual F = K ? lccX]X ZZld%

9<E<=@KJ
<k`ljkff[`f[`ê`jj`dhl`YcXe[`kgiX\j\ekclgkXkldqqi`c[\c\e`kXl^l\[l`j[fcfi\k\
]\l^X`k_\l`jdf[kèZ`[leklkcXfi\\k[fcfi\dXêXXc`hlXd\iXkmfclkgXk%
=
F ^`Xkefj\kX
systems.
Lkn`j`\e`dX[dè`dm\e`Xd#hl`jefjkil[\o\iZ`kXk`felccXdZfig\ijljZ`g`kcfYfik`je`jc
l
lkXc`hl`g\o\XZfddf[fZfej\hlXk% =\ if\i
m\

+% ,% -%

1:70 SIGNATURE FILENAME COMPONENTS
Identier
The "Delta" prex distinguishes Delta artwork
from non-Delta les.
Color
There are four versions of the signature.
c= full color
b= all blue
k= all black Identier SkyTeam File extension
w= all white
Registration Mark
r= Signatures includes a registration mark
SkyTeam
Delta_c_r_st.eps
st= Signatures includes the SkyTeam logo
File extension Color

.eps= Vector le, for use in print applications. c = full color
.jpg= RGB, for use on screen or in ofce applications b = all blue
such as Microsoft Word or PowerPoint; k = all black
small size at 150 dpi. w = all white

1:71 SIGNATURE VERSIONS: MASTER BRAND
Version File Name Explanation
Full-Color Signature With and SkyTeam logo Vector les, EPS format
Delta_c_r_st.eps
(shown) Composed of :
Delta Blue, Light Red, Dark Red
With
Delta_c_r.eps Use in all-color print material
Without and SkyTeam logo

Delta_c.eps
Reversed Signature With and SkyTeam logo Vector les, EPS format
Delta_w_r_st.eps
(shown) Provided in white for printing on dark
backgrounds
With
Delta_w_r.eps Use in all-color or one-color print
material
Delta_w.eps
One-Color Delta Blue Signature With and SkyTeam logo Vector les, EPS format
Delta_b_r_st.eps
(shown) Provided in Delta Blue
With Use in one-color print material

Delta_b_r.eps

Delta_b.eps
One-Color Black Signature With and SkyTeam logo Vector les, EPS format
Delta_k_r_st.eps
(shown) Provided in black for printing on light
backgrounds
With
Delta_k_r.eps Use in one-color print material

Delta_k.eps

1:72 SIGNATURE VERSIONS: MASTER BRAND WITH DESCRIPTOR
Delta_air_lines_c_r_st.eps
Composed of :
Use in all-color print material
Delta_air_lines_w_r_st.eps
Provided in white for printing on dark
backgrounds
Use in all-color or one-color print

material
Delta_air_lines_b_r_st.eps
Provided in Delta Blue
Use in one-color print material
Delta_air_lines_k_r_st.eps
Provided in black for printing on light
backgrounds

1:73 SIGNATURE VERSIONS: DELTA CONNECTION
Delta_con_c_r_st.eps
Composed of :
Delta_con_w_r_st.eps
backgrounds

material
Delta_con_b_r_st.eps
Delta_con_k_r_st.eps
backgrounds

1:74 SIGNATURE VERSIONS: DELTA SHUTTLE
Delta_sht_c_r_st.eps
Composed of :
Delta_sht_w_r_st.eps
backgrounds

material
Delta_sht_b_r_st.eps
Delta_sht_k_r_st.eps
backgrounds

1:75 SIGNATURE VERSIONS: DELTA VACATIONS
Full-Color Signature With Vector les, EPS format

Delta_vac_c_r.eps
Composed of :
Reversed Signature With Vector les, EPS format

Delta_vac_w_r.eps
backgrounds

material
One-Color Delta Blue Signature With Vector les, EPS format

Delta_vac_b_r.eps
One-Color Black Signature With Vector les, EPS format

Delta_vac_k_r.eps
backgrounds

1:76 SIGNATURE VERSIONS: DELTA CARGO

Delta_cargo_c_r.eps
Composed of :

Delta_cargo_w_r.eps
backgrounds

material

Delta_cargo_b_r.eps

Delta_cargo_k_r.eps
backgrounds

1:77 SIGNATURE VERSIONS: DELTA CONNECTION ACADEMY

Delta_ca_c_r.eps
Composed of :

Delta_ca_w_r.eps
backgrounds

material

Delta_ca_b_r.eps

Delta_ca_k_r.eps
backgrounds

1:78 SIGNATURE VERSIONS: DELTA SKYMILES
Delta_skymiles_c_r_st.eps
Composed of :
Delta_skymiles_w_r_st.eps
backgrounds

material
Delta_skymiles_b_r_st.eps
Delta_skymiles_k_r_st.eps
backgrounds

1:79 SIGNATURE VERSIONS: DELTA SKYBONUS

Delta_skybonus_c_r_st.eps
Composed of :

Delta_skybonus_w_r_st.eps
backgrounds

material

Delta_skybonus_b_r_st.eps

Delta_skybonus_k_r_st.eps
backgrounds

1:80 SIGNATURE VERSIONS: MASTER BRAND URL LOCK-UP
File Name Explanation
Delta_url_c_r_st.eps
Composed of :
Delta_url_w_r_st.eps
backgrounds

material
Delta_url_b_r_st.eps
Delta_url_k_r_st.eps
backgrounds

1:81 SUPERGRAPHIC FILENAME COMPONENTS
Identier
cs= Cropped Supergraphic
Color
There are four versions of the
supergraphic artwork.
Direction
Red supergraphic on blue background l = left facing File extension
Red supergraphic on red background r = right facing ai = Adobe Illustrator
Gray supergraphic on gray background
Black (grayscale) supergraphic
Format
v= For vertical format applications
h= For horizontal format applications
cs_rb_hl_top.ai
Direction
Represents the direction which the Identier Color Format Position
supergraphic is facing. (see examples). Cropped rb = red on blue h = horizontal top = top
Supergraphic red = red on red v = vertical left = left
Position gray = gray on gray right = right
Represents the position where the supergraphic k = grayscale bll = bottom left large
should be placed on an application. brl = bottom right large
bl = bottom left
top= Place at the top of the application br = bottom right
right= Place at the right of the application
bl= Place at bottom left
br= Place at bottom right
File extension
.ai= Adobe Illustrator vector le
Right facing Left facing

cs_rb_vr_bll.ai cs_rb_vl_bll.ai

1:82 SUPERGRAPHIC VERSIONS
Artwork for the cropped supergraphic is shown in red
on blue in all instances. Files also have been created
in red on red, gray on gray and grayscale. Right facing Left facing
Red on Delta Blue version Red on Delta Red version
Gray on Delta Gray version Grayscale version

cs_rb_vr_bll.ai cs_rb_vl_brl.ai
Right facing Left facing
cs_rb_vr_br.ai cs_rb_vl_bl.ai
cs_rb_hr_bll.ai cs_rb_hl_brl.ai
cs_rb_hr_bl.ai cs_rb_hl_br.ai
cs_rb_vr_left.ai cs_rb_vl_right.ai
cs_rb_hr_top.ai cs_rb_hl_top.ai
cs_rb_hr_tb.ai cs_rb_hl_tb.ai cs_rb_vr_top.ai cs_rb_vl_top.ai

1:83 Contact
If you have questions regarding proper use of these
guidelines, contact your Marketing Communications
Managers.
Greta Moran
Manager
Brand Identity
+1 404 715 9414
Greta.Moran@delta.com
Linda Levasseur
Specialist
Brand Identity
+1 404 714 9267
Linda.G.Levasseur@delta.com
James L. Prince
General Manager
Facility Brand Identity
+1 404 773 2944
James.Prince@delta.com
Purchasing Whitney
The Whitney font is available from
Hoefler & Frere-Jones.
http://www.typography.com
They can be reached by phone during business

hours (Eastern Time) at +1 212 777 6640. Fonts
are delivered quickly by e-mail, and at no additional
cost; orders can also be shipped by FedEx, or by
messenger within New York City.
Signature and Supergraphic Artwork

To gain access to electronic signature and
supergraphic artwork files please contact Greta
Moran (Greta.Moran@delta.com), Adam Pinsley
(Adam.P.Pinsley@delta.com), or Jonathan Doss
(Jonathan.F.Doss@delta.com) in Brand Identity.

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1.

1:1 Introduction 1:70 Signature Filename Components

Basic Brand Elements

Basic Brand Elements

Image attributes Corresponding visual characteristics Corresponding verbal characteristics

Modern A crisp, simple, clean aesthetic; innovative and

Basic Brand Elements

The chart shown here illustrates how Delta

Product or Service Sub-brand Use a Delta sub-brand signature when a product or

Subsidiary Use a subsidiary signature with its own distinct logo

Symbol (Widget) Logotype SkyTeam Logo

Basic Brand Elements

When to use the Delta Signature

When to use the Delta Logo

Basic Brand Elements

All of our trademarks should be designated with one

For service marks which have been granted

The symbol should be placed immediately after the Example:

Basic Brand Elements

Consistent use of the Delta signature will help

The integrity of the signature must be respected

Note: Delta functional units, lines of business,

One-Color Black Signature

Basic Brand Elements

Do not place the signature on a background when

Use the reversed signature when the background

' *' ,' (''

Basic Brand Elements

Clear space frames the signature, separating it from

In general, a larger amount of visually uninterrupted

Note: The Air Lines modied master brand

Signature Minimum Size

Basic Brand Elements

The minimum space for margins demonstrated

A larger amount of space (1.5x minimum) should

Note: The Delta signature should be scaled in size to

Note: When using the Delta URL with the Master

Basic Brand Elements

The minimum space for margins demonstrated

A larger amount of space (1.5x minimum) should

When using the Delta URL with the Air Lines

Note: The Air Lines modied master brand

Basic Brand Elements

Note: The schematic examples illustrated on this

Basic Brand Elements

The following are examples of applications that are

page are for demonstration purposes only.

Basic Brand Elements

In application these names should appear in Af_eJXdgc\

How to - Change your Subscription: click on Profile.

Note: The schematic examples illustrated on this

8 J  = F I : <  = F I  > CF 9 8 C  > F F ; ; < CK8 J  = F I : <  = F I  > CF 9 8 C  > F F ;

Basic Brand Elements

Basic Brand Elements

Consistent use of the signature will help build ;<J:I@GKFI

Note: There is no reversed color signature.

Note: Delta lines of business are not permitted

One-Color Black Signature

Basic Brand Elements

Do not place the signature on a background when

Use the reversed signature when the background

' *' ,' (''

;<J:I@GKFI ;<J:I@GKFI ;<J:I@GKFI

Basic Brand Elements

' *' ,' (''

In application these names should appear in Af_eJXdgc\

8 J = F I : < = F I > CF 9 8 C > F F ; ; < CK8 J = F I : < = F I > CF 9 8 C > F F ;

' *' ,' (''

;<CK8 ;<CK8J?LKKC< ;<CK8:FEE<:K@FE

' *' ,' (''

GC8EE@E>I<J<IM8K@FEJ KI8M<C@E>:?<:B$@E ;<CK8JBPD@C<J

The tertiary tier of accent colors should be used GXekfe\.,*)Z

GXekfe\(/-Z GXekfe\)')Z GXekfe\.,*'Z GXekfe\.,**Z0'