DixonBaxi has created a brand update for Delta Airlines meant to celebrate the company’s 100th birthday and look forward to the next century. Its double-triangle or -delta logo—which the company calls its widget—is recognized worldwide, so maintaining visual heritage was crucial. The shape is also the Greek letter for change, and the DixonBaxi team embraced this extra level of meaning.
The widget was made modestly three-dimensional in 2007. The designers took the range of dimensionality much further.
• Used as part of a “connecting line,” the points on the solid widget are connected into a line with an upward trajectory.
• With the “explorative space” application, the upper delta revolves around the lower one. The deltas can also have a reflective surface.
• In the “amplified burst” application, the deltas are transparent and used large to fill the frame plus allow imagery to show through.
• Finally, used as a “focus frame,” the delta shape creates a full-frame, solid background shape that highlights a specific point in a photo.
There is much more to this elegant, flexible, and very practical update at
