Delta Airlines
Designing for Clarity
The Delta Airlines rebrand was developed to strengthen clarity, consistency, and scalability across digital and physical environments. The system works seamlessly at multiple scales — from mobile boarding passes and wallet integrations to large-scale billboards and merchandise. By refining the iconic triangle into a sharper, more adaptable form, the brand gains flexibility for modern platforms while remaining instantly recognizable.
aBuilding a Scalable System
The redesign began by simplifying Delta’s signature triangle, stripping it back to a sharp, geometric icon that could hold its form across all screen sizes. Its readability was tested extensively in digital contexts, ensuring clarity even at small scales such as watch apps, while retaining boldness in print applications like merchandise and uniforms. Supporting elements of the system were designed to scale fluidly, with gradients and expanded palettes reinforcing themes of speed, motion, and elevation.
Printed materials—including business cards, boarding passes, and internal communications—were redesigned with greater typographic precision and alignment to improve legibility and usability. Across all touchpoints, from stickers and wax seals to SkyMiles billboards, the system applies one coherent design logic, ensuring that Delta’s identity feels cohesive, modern, and highly adaptable.
