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Do You Think Delta's Last Livery Change Helped?  
User currently offlinePs76 From , joined Dec 1969, posts, RR:
Posted (2 years 6 months 1 week 4 days 23 hours ago) and read 8283 times:

Hi!

I haven't been into aviation for too long but one of the livery changes I noticed as quite large was when Delta went from the 3 colors flag-like livery to their current one. My question is really aimed at people who've flown Delta before and after and remember how much they paid for tickets and what they got for them in terms of quality. Do you think the last livery change was a good move and the new Delta is stronger or do you prefer the flag-like one and the service they used to offer.


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Photo © Michael Frische



Any opinions welcome.

Many thanks,

Pierre

Mod Edit: Please use the thumbnail feature for posting photos from the A.net DB.

[Edited 2012-06-10 04:44:14 by srbmod]

32 replies: All unread, showing first 25:
 
User currently offlineDeltaMD90 From United States of America, joined Apr 2008, 7978 posts, RR: 51
Reply 1, posted (2 years 6 months 1 week 4 days 23 hours ago) and read 8248 times:

To be honest, I think most the people that care or notice livery changes are us. The change from the widget to the Ron Allen scheme and from that to the Deltaflot one were kind of random, but the newest livery actually made sense IMO--reemerging as a new, vitalized carrier. From that they were able to build a new, fresh brand off of. That's just my opinion at least, kinda wish they had the old widget livery still but this one is very nice


Ironically I have never flown a Delta MD-90 :)
User currently offlineplateman From United States of America, joined May 2007, 923 posts, RR: 0
Reply 2, posted (2 years 6 months 1 week 4 days 23 hours ago) and read 8162 times:

Wait, what? You think an airline is connected to their paintjob. I fail to see how service is linked to a paintjob.

So if I was on a wavy gravy jet, I would have different service than on a widget jet?



"Explore. Dream. Discover." -Mark Twain
User currently offlinepeanuts From Netherlands, joined Dec 2009, 1445 posts, RR: 4
Reply 3, posted (2 years 6 months 1 week 4 days 22 hours ago) and read 8139 times:

The current livery is very well thought out. It's done so by study and design.

A few of the things it tells us (of course opinions differ but we are speaking generally here):
-renewed focus
-clean
-safe
-punctual
-more efficiency/less clutter/waste
-professional


Old (wavy gravy/deltaflot) livery tells us:
-look at us: unorganized mess we are.

Does a change of image help? You bet!

Also remember: along with the paint job came everything else. It all came together pretty nicely.

[Edited 2012-06-09 20:24:12]


Question Conventional Wisdom. While not all commonly held beliefs are wrong…all should be questioned.
User currently offlineCapEd388 From United States of America, joined Feb 2011, 233 posts, RR: 0
Reply 4, posted (2 years 6 months 1 week 4 days 22 hours ago) and read 8027 times:

Yeah I think the change to the current livery was justified and understandable. They announced the new livery as soon as they emerged from Chapter 11, It was the "new" fresh, leaner and meaner Delta. It celebrated their exit, from a very rough and hectic period, the Chapter 11 reorganization period.

Personally, I like it. Not only the livery, but the entire brand package that they introduced, it is very professional, modern and elegant. I think that they did a great job of celebrating their rise from the ashes in a very humble and classy way.

I have read many graphic design people say very good things about the rebrand.

I am a frequent visitor to a brand and identity website called Brand New, and they have covered various airline rebrands such as Air France, Virgin Atlantic, Aerolineas Argentinas etc. On almost all the airline livery rebrands, they have negative comments. The Delta rebrand received very positive reviews, the author praised the rebrand (and these are people that are really picky about logos, colors, symbols, fonts etc.)

Its a pretty cool website, I have always been fascinated by brands, logo designs etc.

Heres their coverage of Delta:

http://www.underconsideration.com/br...chives/delta_dealt_a_good_hand.php



388 346 77W 787
User currently offlinerwy04lga From United States of America, joined Jul 2005, 3176 posts, RR: 8
Reply 5, posted (2 years 6 months 1 week 4 days 22 hours ago) and read 7978 times:

Just out of curiosity, why did you choose that particular photo of the 777? It's the homepage photo on Delta's internal website.


Just accept that some days, you're the pigeon, and other days the statue
User currently onlineWingtips56 From United States of America, joined Dec 2010, 443 posts, RR: 0
Reply 6, posted (2 years 6 months 1 week 4 days 22 hours ago) and read 7922 times:

My only thought is that the widget on the tail doesn't really work because it's tipped at an angle and chopped-off, so it's not necessarily recognizable as Delta's nice triangle. And of course the plain white plane .... but that's another whole round of arguments.


Worked for WestAir, Apollo Airways, Desert Pacific, Western, AirCal and American Airlines
User currently offlinepeanuts From Netherlands, joined Dec 2009, 1445 posts, RR: 4
Reply 7, posted (2 years 6 months 1 week 4 days 22 hours ago) and read 7867 times:

The blue paint on the bottom of fuselage is simply amazing and fairly unique in shape I believe. U can recognize a DL plane high in the sky from the ground.


Question Conventional Wisdom. While not all commonly held beliefs are wrong…all should be questioned.
User currently onlineLoneStarMike From United States of America, joined Jul 2000, 3866 posts, RR: 34
Reply 8, posted (2 years 6 months 1 week 4 days 22 hours ago) and read 7854 times:

Quoting peanuts (Reply 3):
The current livery is very well thought out. It's done so by study and design.

Study of what? The Citgo Logo?

Quoting Wingtips56 (Reply 6):
My only thought is that the widget on the tail doesn't really work because it's tipped at an angle and chopped-off


Yes, it's basically the Citgo logo tilted to one side and chopped off.

LoneStarMike


User currently offlineQFVHOQA From Australia, joined Mar 2012, 500 posts, RR: 0
Reply 9, posted (2 years 6 months 1 week 4 days 22 hours ago) and read 7842 times:

I quite like the new livery, it really does say that we are improved and on the way up (as compared to ch.11). I think the navy belly is a cleaner look than the grey belly. The widget on the tail is kind of angled up so looks positive.

User currently offlinepeanuts From Netherlands, joined Dec 2009, 1445 posts, RR: 4
Reply 10, posted (2 years 6 months 1 week 4 days 21 hours ago) and read 7769 times:

Quoting LoneStarMike (Reply 8):
The Citgo Logo

Get over yourself. The Citgo red Trimark has been around since 1965.
Delta has been using a form of delta shape since way before that.



Question Conventional Wisdom. While not all commonly held beliefs are wrong…all should be questioned.
User currently offlinebomber996 From United States of America, joined Aug 2005, 395 posts, RR: 0
Reply 11, posted (2 years 6 months 1 week 4 days 21 hours ago) and read 7724 times:

Quoting LoneStarMike (Reply 8):
Yes, it's basically the Citgo logo tilted to one side and chopped off.

They look nothing alike except for the whole triangle thing. We could say that all Delta planes are advertising the logo for Bass Beer. It is using the same logic after all.

http://en.wikipedia.org/wiki/Bass_Brewery

Peace   



AVIATION - A Vacation In Any Town, I Own Nothing
User currently offlineocracoke From United States of America, joined Jan 2008, 694 posts, RR: 1
Reply 12, posted (2 years 6 months 1 week 4 days 21 hours ago) and read 7708 times:

Quoting rwy04lga (Reply 5):
Just out of curiosity, why did you choose that particular photo of the 777? It's the homepage photo on Delta's internal website.

Why are all the windows underneath "DELTA" missing?


User currently offlinePanAm788 From United States of America, joined Sep 2008, 292 posts, RR: 0
Reply 13, posted (2 years 6 months 1 week 4 days 21 hours ago) and read 7695 times:

Quoting plateman (Reply 2):
Wait, what? You think an airline is connected to their paintjob. I fail to see how service is linked to a paintjob.

So if I was on a wavy gravy jet, I would have different service than on a widget jet?

Marketing and brand image are incredibly important for a business. Especially in a highly competitive market such as the airline industry. Delta would not be one of the largest airlines in the world today if it wasn't for their marketing efforts.

Quoting peanuts (Reply 10):
Get over yourself. The Citgo red Trimark has been around since 1965.
Delta has been using a form of delta shape since way before that.

The Delta widget is older than the Citgo triangle. It's just that the new livery's modified widget looks a lot more like the Citgo brand than the older widgets.

I think Delta's recent marketing efforts have been outstanding. They are without a doubt the best positioned of any of the majors.

Quoting peanuts (Reply 3):
A few of the things it tells us (of course opinions differ but we are speaking generally here):
-renewed focus
-clean
-safe
-punctual
-more efficiency/less clutter/waste
-professional

In the sense we are comparing it to the old "Deltaflot" image, I completely agree with this.

As for the livery itself, I prefer the classic Delta colors (pre-Ron Allen), although the current one is a huge step up from the awful Deltaflot scheme.



You know nothing Jon Snow
User currently offlineHPRamper From United States of America, joined May 2005, 4141 posts, RR: 8
Reply 14, posted (2 years 6 months 1 week 4 days 21 hours ago) and read 7663 times:

The best thing about the current DL livery is that it is on all their planes.

Prior to this one, it was common to see three different liveries at a single airport on a single day.


User currently offlinealggag From United States of America, joined Apr 2010, 98 posts, RR: 0
Reply 15, posted (2 years 6 months 1 week 4 days 21 hours ago) and read 7620 times:

Quoting PanAm788 (Reply 13):
I think Delta's recent marketing efforts have been outstanding. They are without a doubt the best positioned of any of the majors.

Quoting peanuts (Reply 3):
A few of the things it tells us (of course opinions differ but we are speaking generally here):
-renewed focus
-clean
-safe
-punctual
-more efficiency/less clutter/waste
-professional

In the sense we are comparing it to the old "Deltaflot" image, I completely agree with this.

I'd say that the new paint job helped. I hate to admit that marketing works but in this case when I see DL's current scheme the above points do indeed come to mind. Also, after the NW merger I think it was important for them to form a new image going forward as a stronger, merged airline. Along those lines, I think UA dropped the ball by adopting CO's scheme - a merger of that size needs a new image to drive home the point that the two airlines came together to form a better airline. While you can argue that their decision is wise and thrifty, I see it as just cheap and lazy.

Quoting bomber996 (Reply 11):
They look nothing alike except for the whole triangle thing. We could say that all Delta planes are advertising the logo for Bass Beer. It is using the same logic after all.

Well, Bass is my favorite beer so perhaps I just have an affinity for triangles.  


User currently offlineCapEd388 From United States of America, joined Feb 2011, 233 posts, RR: 0
Reply 16, posted (2 years 6 months 1 week 4 days 21 hours ago) and read 7587 times:

Quoting alggag (Reply 15):
. Also, after the NW merger I think it was important for them to form a new image going forward as a stronger, merged airline.

Delta already had the new livery by the time of the merger. Delta unveiled their new livery in April 2007 and the merger was announced in March 2008.

Quoting alggag (Reply 15):
I think UA dropped the ball by adopting CO's scheme - a merger of that size needs a new image to drive home the point that the two airlines came together to form a better airline. While you can argue that their decision is wise and thrifty, I see it as just cheap and lazy.

Although I kind of agree with you, financially speaking, they made the right choice. Mergers are expensive enough without having the added cost of developing a whole new identity, painting both fleets in a new livery and changing the signage at all CO and UA stations.

Who knows, maybe they will develop a new/updated brand once the merger is complete.



388 346 77W 787
User currently offlinemayor From United States of America, joined Mar 2008, 10648 posts, RR: 14
Reply 17, posted (2 years 6 months 1 week 4 days 21 hours ago) and read 7536 times:

Quoting LoneStarMike (Reply 8):


Yes, it's basically the Citgo logo tilted to one side and chopped off.

No, it's still the Widget, just all red, now.........the only similarity to the Citgo logo is the shape and even at that, it's not the same triangle shape. Personally, being an old timer from DL, I'd rather see the other widget (it would still work with the rest of the current color scheme) but this livery has grown on me........I really disliked it at first.



"A committee is a group of the unprepared, appointed by the unwilling, to do the unnecessary"----Fred Allen
User currently offlineericaasen From United States of America, joined Jun 2010, 234 posts, RR: 1
Reply 18, posted (2 years 6 months 1 week 4 days 20 hours ago) and read 7522 times:

Quoting ocracoke (Reply 12):
Quoting rwy04lga (Reply 5):
Just out of curiosity, why did you choose that particular photo of the 777? It's the homepage photo on Delta's internal website.

Why are all the windows underneath "DELTA" missing?

Because it's probably the worst photoshopped picture I've ever seen. Too bad I have to see it everyday. We seriously couldn't fly a plane with the new livery over some mountains and take another picture, we have to photoshop one in the library?


User currently offlinezippyjet From United States of America, joined Sep 2001, 5533 posts, RR: 13
Reply 19, posted (2 years 6 months 1 week 4 days 20 hours ago) and read 7466 times:

Quoting peanuts (Reply 3):

I'm going to be the stick in the mud here. The classic widget DL livery was timeless and conveys the airline at it's peak.

The interim, the wavy Gravy are not bad but why mess with a good thing. In this case they should have kept the change. The current livery is generic. The letters are not big enough and the all white is quite stark. The tail design is not too bad. But, with this stark livery on the fuselage any of the tail designs would suffice. Whether it be the widget classic, W.Gravy, interim pre Gravy or the current stylized widget tail design. All this change convey's to me an organization that is not sure of itself and basically throwing up a dozen balls juggeling them and seeing which one lands where and had the most positve effect.


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my rankings:
1. pic 3 the timeless widget classic. Should have kept it.
2. pic 2 the Interim, if DL had to change this was the least objectionable
3. pics 3 and 4 are equally mediocre. I say if they want to keep this livery inflate the letters and widget on the side banner style like Pan Am toward the end of their tenure.

This society is trying to be so homoginized and boring. A conveyer belt of conformity.



I'm Zippyjet & I approve of this message!
User currently offlineburj From United States of America, joined Nov 2007, 901 posts, RR: 4
Reply 20, posted (2 years 6 months 1 week 4 days 19 hours ago) and read 7294 times:

One key thing to remember about the currently Delta livery is that when it was first leaked many people realized that Delta was going to make a go for NorthWest...

The angled widget was just too reminiscent of the angled triangle on the NorthWest livery.....


User currently onlineRyanairGuru From Australia, joined Oct 2006, 5939 posts, RR: 5
Reply 21, posted (2 years 6 months 1 week 4 days 18 hours ago) and read 7173 times:

Quoting zippyjet (Reply 19):
All this change convey's to me an organization that is not sure of itself and basically throwing up a dozen balls juggeling them and seeing which one lands where and had the most positve effect.

Maybe yes for the three liveries in three years (I know, I know), but I think the post Ch11 livery has done away with this chopping and changing image.

I generally agree with the list compiled by Peanuts: the new livery symbolises the rebirth of the airline with all those positive qualities and without the "baggage" of the past. Whether that's true or not, it's a master-stroke of planning.


The only other livery I can think of in recent which says the same is PMCO. While the globe may or may not be the best logo for UA (that's for another thread), in 1995 it practically screamed that CO under Bethune was a different airline (even though it did predate his tenure)



Worked Hard, Flew Right
User currently offlineJoeyTaffy93 From United Kingdom, joined Jan 2010, 223 posts, RR: 0
Reply 22, posted (2 years 6 months 1 week 4 days 17 hours ago) and read 7111 times:
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I personally really like Deltas current - livery, fresh, modern, simple but yet not boring like the current Eurowhite ones going about. Finnair comes to mind.

User currently offlinesteex From United States of America, joined Jun 2007, 1761 posts, RR: 9
Reply 23, posted (2 years 6 months 1 week 4 days 17 hours ago) and read 7100 times:

Quoting RyanairGuru (Reply 21):

Maybe yes for the three liveries in three years (I know, I know), but I think the post Ch11 livery has done away with this chopping and changing image.

I generally agree with the list compiled by Peanuts: the new livery symbolises the rebirth of the airline with all those positive qualities and without the "baggage" of the past. Whether that's true or not, it's a master-stroke of planning.

I agree. It's also noteworthy that the current livery is the first one in a long time where DL has actually made the commitment to get all of the fleet repainted to have a singular, strong brand image. There were times in the mid-00s where you could find three or more DL liveries floating around DL hubs, which made it much harder to present a consistent brand.

I personally find the current DL livery to be very clean, professional, and modern in appearance. I didn't initially care for the tails, but the use of negative space has really grown on me. I actually prefer it to any livery DL had in the past; I think the old widget liveries look very much the part of their eras. I think those older liveries would look completely outdated if the whole fleet were painted in them today. But, of course, that's all purely opinion and everyone's will be different.


User currently offlineJoeyTaffy93 From United Kingdom, joined Jan 2010, 223 posts, RR: 0
Reply 24, posted (2 years 6 months 1 week 4 days 17 hours ago) and read 7049 times:
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Quoting steex (Reply 23):
I personally find the current DL livery to be very clean, professional, and modern in appearance. I didn't initially care for the tails, but the use of negative space has really grown on me. I actually prefer it to any livery DL had in the past; I think the old widget liveries look very much the part of their eras. I think those older liveries would look completely outdated if the whole fleet were painted in them today. But, of course, that's all purely opinion and everyone's will be different.

Exactly what I was thinking. I like the use of the darker blue colours and the shade of red on the tail works well.  


25 Post contains images N243NW : Agreed wholeheartedly. It's a very clean and professional look, and I can't think of a single aircraft type on which it doesn't look good. Don't forg
26 m404 : Liveries only mean something to the people who design them and the people who paid them. I doubt if anyone at DL can prove that any of their multiple
27 Yukon880 : More than just another livery, Delta has (and is) creating a consistent and globally recognized brand. Regardless of my own personal opinions of the c
28 CapEd388 : Regardless of how many of you feel, this livery has been great for Delta. As has been pointed out before, for the first time in many years, Delta has
29 aerokiwi : Wow this is a whole lot of gushing for an exceptionally bland livery. Particularly... "Simply amazing"? Are you taking the mickey? It's barely noticea
30 Ps76 : Hi! Many thanks for the replies. It was interesting reading your opinions. I know some people won't agree with me but personally I think the image of
31 steex : Ticket price is, of course, very important. I imagine m404 is correct in that it would be virtually impossible to prove/quantify a specific fiscal im
32 tommy767 : At first in 2007 when I first saw this branding on a NYC subway train, I was skeptical and certainly wasn't convinced. However this was before DL star
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