US-BASED carrier Delta Air Lines has launched a new livery and has rebranded simply as Delta.
The airline says its new blue and red ribbon design symbolises motion, while the decision to shorten the brand name was made because most customers refer to the airline as Delta.
Delta executive vice president and chief marketing officer Fred Reid said:”The name change reflects the confidence in the strength of the brand.”
He added:”We are evolving as an airline and our look has to evolve with it. We recognise the connection that loyal passengers and Delta employees have with our logo and name as core elements of our brand and changing them was not a decision we took lightly.”
The new livery is closer in style to that of alliance partner Air France. It is believed the two have been talking about introducing joint livery.
n Reid has been linked with the vacant British Airways chief executive position.