LawnDart From United States of America, joined May 2005, 1024 posts, RR: 3
Reply 1, posted (9 years 2 weeks 6 days 20 hours ago) and read 31619 times:
Quoting RL757PVD (): Actually i know for a fact that some front line employees were involved in the process.
You are correct.
Picture this...someone at Delta decides that a new paint scheme is in order to herald emergence from bankruptcy. Believing no one within the company has the creative talent to come up with a "new image", an individual is put in charge of finding a "brand consultant" to do the job.
That individual is one who maybe, in the past, was responsible for introducing "new and hip" products to the Delta brand(say, via song) , ie: AVOD, Mile High Mojitos, etc...
So, the brand consultants are hired (at beaucoup $$$s) and, creative little geniuss...geniusus...smart people that they are, they understand that they need to come up with something new and fresh - otherwise, what's the point ($$$)? So anyway, they come up with a plethora of ideas...some include the stale ol' widget (boo...hiss...), some include some widget modifications that look like they came off the set of Star Trek, and others are in between.
It's those in-betweeners the "brand consultants" really want to push forward..fresh and hip, but not too far out. However, to make it look like employees had a part in the decision, the "brand consultants" put together "employee focus groups". The operative word being FOCUS. Brand consultants are extremely adept at getting groups of people to FOCUS on images they want the group to FOCUS on...
So, the group of DL employees looks at this plethora of ideas, while the "brand consultants" describe them..."Here we have a nice little design with the stodgy ol' widget (oops, did I say that?), and here we have something that might look good, although it is a little far out, and here we have a lovely little design with a widget updated for the 21st century!!!
Which one do you like?
Hmm....uh, the nice little design updated for the 21st century?
And if the employee focus group doesn't choose the right design, upper managment vetoes the decision...hey, the employees were involved in the process!
Here's the rub...Delta Air Lines has an image and a reputation (although tattered) second to none among the legacy carriers...true or not. The widget is one of the most recognised airline logos in the business, and many other carriers would kill for that kind of marketing power.
That image is not hip and forward thinking...it is homey and steady...and steady wins the race.
Delta is making a huge mistake in trying to reinvent themselves, when what they've already got is all they really need (okay, the Mile High Mojitos don't hurt...).
Boysteve From United Kingdom, joined Apr 2004, 973 posts, RR: 0
Reply 2, posted (9 years 2 weeks 6 days 20 hours ago) and read 31545 times:
I do find it strange that DL needs a new livery when it still hasn't phased out it's previous one yet! Regularly at MAN we get one B767 in the current livery (the wavy colours on the tail) and one B767 with the previous livery on the same day.
AviatorTJ From United States of America, joined Jul 2003, 1838 posts, RR: 6
Reply 4, posted (9 years 2 weeks 6 days 20 hours ago) and read 31498 times:
This is hardly a new livery. It is a refresh of the former one. The widget is back on the tail where people wanted it (although I don't care if it stands or tilts). I think it looks fine and will blend in. The titles could be larger and the colors could be bolder, but I'm not getting paid for my opinions.
OwlEye From Netherlands, joined Feb 2006, 979 posts, RR: 1
Reply 8, posted (9 years 2 weeks 6 days 19 hours ago) and read 31235 times:
The bigger an enterprise is, often the more difficult it is for a branding firm to get the best design approved. Too many people get involved in the design process and that's an horror scenario. And at the end often the upper management, which thinks to have the knowledge in house about branding, design and what so more, makes often the worst decissions. Alas, it's like that. Don't always blame the design company, maybe they have proposed much better designs which we will never meet...
Pizzaandplanes From , joined Dec 1969, posts, RR:
Reply 11, posted (9 years 2 weeks 6 days 17 hours ago) and read 30900 times:
Well it looks like someone moved Delta's cheese. Change is good sometimes. Although, it seems that Delta is the only airline who is wasting a ton of money re-painting their whole fleet multiple times in the last decade.
OB1504 From United States of America, joined Jul 2004, 3869 posts, RR: 6
Reply 14, posted (9 years 2 weeks 6 days 16 hours ago) and read 30538 times:
Quoting RJ777 (Reply 9): "let's steer clear of calling it the Citgo Scheme..."
First, there was the Widget, and it was good...
Then there was Ron Allen, and it was all right...
Then there was Deltaflot/Wavy Gravy, and it was okay...
Now, there is the Citgo Scheme, and it is...
(okay, I admit, with the exception of the widget being cut off, I like the new colors)
Quoting Pizzaandplanes (Reply 11): Well it looks like someone moved Delta's cheese. Change is good sometimes. Although, it seems that Delta is the only airline who is wasting a ton of money re-painting their whole fleet multiple times in the last decade.
For the umpteenth time, the aircraft have to be repainted anyway during their heavy maintenance checks! They don't just take aircraft off of flight lines and toss 'em in the paint shop for a few days—they wait for their heavy checks when they have to strip the paint to check for corrosion and things like that, and then they paint the airplane again, but this time, in the new livery (which is why it can take so long to get a fleet as large as DL's repainted in the new scheme). Since every color scheme change since the widget has used progressively less paint, this is actually saving them money on paint, and on weight (pardon the rhyme).
RoyalAtlantis From United States of America, joined Nov 2006, 102 posts, RR: 0
Reply 18, posted (9 years 2 weeks 6 days 14 hours ago) and read 30168 times:
Quoting LawnDart (Reply 1): Delta is making a huge mistake in trying to reinvent themselves, when what they've already got is all they really need (okay, the Mile High Mojitos don't hurt...).
thanks for the post LawnDart - I can clearly see how this process may have worked. The new widget doesn't look like the iconic symbol that is so easy to identify...but if it "is what it is" then we'll all deal.
p.s. had one of those mojitos on the way to FLL, blak!
*** wish the new widget was a little more sophisticated and global.
Jamake1 From United States of America, joined May 2004, 1091 posts, RR: 2
Reply 21, posted (9 years 2 weeks 6 days 12 hours ago) and read 30031 times:
Actually, I don't mind the way the tail was designed. It continues a tradition of a well-recognized corporate logo that musters a fair amount of sentimentality and updates it. The tilted widget points forward and upward, reflecting a positive direction for a company about to emerge from restructuring. Nothing wrong with that, in my opinion. What bothers me is that the rest of the color scheme comes up short. Delta has been bold during the past few years by introducing a slew of new international routes (many into uncharted waters for existing US legacy carriers), as well as launching a well-publicized debut of the smart new staff uniforms, however, the DELTA lettering on the new identity is anything but bold. It doesn't suggest confidence. The Delta word mark should be larger, but not overbearing (like Allegiant). Furthermore, just as the new uniforms are accented in red, there should be a red cheat line that trims the blue underbelly, bridging it with the Euro-white fuselage, which would give the makeover a more complete, crisp look: A look that exudes elegance, class, wholeness. In its current form (the new look) looks incomplete and doesn't reflect confidence and hope towards the future...
Flyingchoirboy From United States of America, joined Oct 2003, 285 posts, RR: 4
Reply 23, posted (9 years 2 weeks 6 days 6 hours ago) and read 27722 times:
While I do think the tail needs some work (aka KEEPING THE WIDGET POINTING UPWARD!), I do believe it is a nice livery. I can live with it. As long as I can keep saying "Delta is MY Delta", I'll be content