Delta Airlines Flies The “Widget” Once Again

Delta Air Lines Lockheed L-1011 – Photo Credit: Jordi Grife

Delta Air Lines, America’s oldest operating airline since 1934 has always had a special place in my heart.  The reason for this statement is simple.  My very first flight in an airplane took place in 1979 when I was only seven weeks old from Montreal to Ft. Lauderdale.  Back in those days the aircraft then flew on to Miami – a practice that would no longer be in existence today given the economical nature of the airline industry.  I flew on board the Lockheed L-1011 on that very first flight and for the same reason and many more I am particularly fond of Lockheed’s last built commercial airliner to date.  I grew up admiring Delta’s widget livery which came into existence in 1962 and lasted until 1997.  The widget’s triangle shape owes its origins to the Greek letter “delta” and it proudly recalls the airline’s origins in the Mississippi Delta.  The widget was also said to have been reminiscent of the airline’s first jet aircraft, the McDonnell Douglas DC-8, with its swept-wing design.

Delta Air Lines McDonnell Douglas MD-11 – Photo Credit: Frank C. Duarte JR.

From 1997 to 2007, Delta went through a period of uncertainty regarding their livery branding strategy.  From 1997 to 2000, Delta revealed what they called an “Interim” livery that had a very classic or vintage look to it.  From 2000 to 2007, they then created what was called the “Colors In Motion” livery which consisted of red, dark and light blue colours on the tail section of their aircraft.  It resembled a design used briefly by Aeroflot of Russia and was nicknamed “Flowing Fabric” and “Wavy Gravy.”

Delta Air Lines Boeing 767-300ER – Photo Credit: Peter De Jong

Delta Air Lines Boeing 777-200LR – Photo Credit: Stefano R.

In 2007, Delta emerged from bankruptcy and as part of a re-branding strategy it developed its current livery known as the “Onward and Upward” livery.  The livery comprises of a white fuselage with a dark blue belly.  The Delta billboard titles are proudly displayed in dark blue along with a stylized red Delta widget logo that incorporates some shadowing to achieve the appearance of depth just above the passenger windows at the front of the aircraft.

Delta Air Lines Boeing 767-300ER – Photo Credit: X Pan 

Delta Air Lines Airbus A319 – Photo Credit: Jason Whitebird

The SkyTeam logo is just aft of the cockpit windows making it known that Delta is a part of this large global air alliance.  The tail is painted in dark blue and a stylized and angled red Delta widget logo that again incorporates some shadowing to achieve the appearance of depth proudly adorns this section of the aircraft.  The engine cowlings and winglets are painted in dark blue as well.

Delta Air Lines Boeing 757-200/W – Photo Credit: Curacao Aviation Photography

Delta Air Lines Boeing 717-200 – Photo Credit: Borut Smrdelj

In 2015, Delta added its name and widget logo in white to the belly of its planes starting with the Boeing 737-900ER fleet and is currently the only airline in the USA to make use of this unique advertising and brand visibility practice.

Delta Air Lines Airbus A350-900 XWB – Photo Credit: Wang Yichen

Below is a published fact sheet from Delta in 2007 outlining what their new livery or corporate brand will do for the airline:

• Delta unveiled its updated brand and aircraft livery on April 30, 2007 in conjunction with its emergence from Chapter 11 restructuring. The new brand honors Delta’s heritage, while at the same time reflecting a modern look for an airline that is focused on the overall customer experience.
• Delta’s updated brand is the culmination of months of research from employees and customers.
• The previous “flowing fabric” design required eight different colors (four shades of blue, two shades of red, one white and a clear coat), whereas the new livery requires only four.
• To paint Delta’s first B-757 in the updated livery took 54 gallons of paint.
• There is less paint layering on the new livery, which saves on weight and cuts down on erosion on the tail.
• The new livery saves Delta at least a day in the paint cycle. The new design reduces by 20 per cent the man-hours and out-of-service time required to paint Delta aircraft.
• With the advent of next-generation non-metal, composite aircraft, Delta needed a livery solution that covered the belly of the fuselage, which is currently polished. Painting the belly of a Boeing 777 adds about 177 lbs., or the equivalent of one passenger. NOTE: Delta has made no decisions regarding future aircraft purchases.
• Delta expects to update signage in all its airport locations by the end of 2007 and to accelerate its paint schedule to complete the repainting of its entire fleet within four years.

Delta Air Lines Boeing 737-800 – Photo Credit: Michael D. Barker – Iberian Spotters

Delta Air Lines Airbus A330-200 – Photo Credit: Jan Seler

Delta Air Lines current livery is very attractive, sleek, modern and highlights the airline’s history and branding very effectively.  The widget is back and this logo has and will continue to play a very important role in the history of the United States oldest operating airline to date.