AIRLINES
Delta
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FLY DELTA JETS
CEO LETTER
It is our people and our values that distinguish Delta Air Lines from other airlines. We all fly airplanes, but our people and our values create the innovation and customer service that are our competitive advantage. At Delta, we’ve long relied on our “Rules of the Road” as the foundation for a culture of trust, integrity and respect. Above all else, we are uncompromising in our commitment to the safety and security of our employees and our passengers. This corporate responsibility report describes our environmental, safety, community and financial performance for 2007–2009. It is the first such report for the new Delta, and we consider it the baseline for future performance. We have made progress toward our goal of reducing the airline’s CO2 emissions from 2005 levels. In 2009, the reduction in Delta’s fuel consumption versus the prior year was the equivalent of removing nearly 400,000 passenger cars from the road for one year. Similarly, we continue to improve Delta’s industry-leading, comprehensive recycling program, which launched in 2007. In 2009 Delta diverted nearly 60 percent of its waste from landfills. Every day Delta reaffirms our commitment to continuous improvement in safety through our daily processes, compliance training and participation in industry safety programs. Whenever there is a serious workplace incident or accident, Delta immediately investigates the root causes and implements appropriate measures to prevent similar incidents in the future. We take great pride in our dedication to supporting our communities. From building homes with Habitat for Humanity to raising funds for the Breast Cancer Research Foundation to supporting disaster relief efforts, Delta is dedicated to improving the standards of living and the environment in the communities where we and our customers live and work. Delta people generously support important causes with both their time and their money. In addition to this report, you can find more information on delta.com about our company and our commitment to our employees, customers, and the communities we serve. Sincerely,
Richard H. Anderson Chairman and CEO
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TABLE OF CONTENTS CEO - Letter
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Table of Contents
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Mission Statement
04
How to use Brand Overview The Mark
05
Color Palette Typography
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Images & Icons
07
Shapes Sizing
08
Usage - Do’s and Don’ts
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Grids
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Business Card
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Business Forms & Stationary Tickets & Itinerary
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Environments & Signage
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Uniforms
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Jets & Vehicles
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Care Package contents + other
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Advertising, Promotions, Marketing
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Television
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Online placement
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Contact Person & Information
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MISSION STATEMENT “We are committed to progress through comfort and excellence.” - Delta Airlines
HOW TO USE THIS MANUAL This manual is to explain the guidelines in using the Delta Airlines branding within all of Delta Airlines. These are the required styles for any and all official Delta issued items. Please examine each section and apply the correct style to the situation at hand. This should be a guide to the logo and look of the company. Please follow these guidelines closely.
BRAND OVERVIEW
Delta Airlines is an old airline with a new face. In the past the company has been very steril and business class feeling. Now it has updated and become more modern and casual. The ultimate goal for Delta is to get it’s passengers to their destinations as safely and most comfortable as possible. As for Delta personnel, our goal is to keep our family together, simply put. Delta Airlines works across the globe in partnership with the SkyTeam Alliance to ensure passengers the quality service they pay for.
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THE MARK
The Delta logo mark is required to be as shown, the logo type must always be in the circle but the circle does not always have to be with the logotype. At the marks minimum, it must always be the logo type. The logo type may also only be colored according to the color pallette, no exceptions.
COLOR PALETTE PANTONE DS 330-7 U
C=86 M=46 Y=50 K=21
PANTONE DS 73-1 C
WHITE
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TYPOGRAPHY
Futura LT Book - Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
Futura LT Book - Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
TITLING GOTHICFB SKYLINE
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() GOTHAM BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
TITLING GOTHICFB SKYLINE
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
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IMAGES & ICONS
SHAPES
The icons and imagery shown are to be directly associated with Delta Airlines within the Airport. Delta passengers will become familiar with these signs as they will be using them to find their way throughout their experience with us.
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SIZING D
Minimum .25 inch margin at all times. Spacing around logotype is minimum .25” Logo may be scaled accordingly not to go below .5” on it’s shortest side. D = margin width
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USAGE The logo may be used within the color palette and proportions only. No foul usage will be authorized. Various color changes and shades may be added upon a case by case situation. Variations of the logo may include AIRLINES or have the Spot around it. No other shapes will be authorized by Delta Airlines at this time. Special instances will be addressed by request only. The logo type must appear flush left rag right only when accompanied by AIRLINES. The logo must be centered inside the Spot at all times, no exceptions. Coloring inside this mark is also knockout type only. No color variations apply to the Spot.
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GRIDS Grid systems based on situation will be planned accordingly, no more than 6 columns per page. All body copy must be on a baseline grid no exceptions.
*Page examples, layouts for spreads are calculated on a page by page basis pertaining to content and publication size.
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BUSINESS CARD BUSINESS FORMS & STATIONARY DELTA AIR LINES, INC. P.O. BOX 20706 ATLANTA, GEORGIA 30320-6001
DELTA AIR LINES, INC. P.O. BOX 20706 ATLANTA, GEORGIA 30320-6001
Company mailer
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TICKETS AND ITENERARY Flight Itenerary
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ENVIRONMENTS & SIGNAGE
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UNIFORMS
This is the attire for all Delta personnel. While not every piece of this uniform is required to be worn at all times, this is the full uniform that must be worn. Caps are not required to be worn by airport personnel, only in-flight personnel must wear a cap. However, in flight, the cap is not required to be worn at all times.
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JETS & VEHICLES
All Delta Jets will be painted according to this mock up. Subject to change, given special events, promotions, awarenesses or causes for benefit to those in query.
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CARE PACKAGE CONTENTS + OTHER
All passengers stranded will recieve a SkyTeam Alliance care package courtesy of Delta. All contents provided not pictured, only that which has the Delta Airlines brand on it.
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ADVERTISING, PROMOTIONS, MARKETING Redirects to delta.com
These are a set of default placements or accessories to a Delta Airlines advertisement, or promotion. The QR reader is best suited for the most tech savvy people who know how to access the information that it retrieves. This is not to change colors what so ever. In the case that the QR reader changes color, it will become un-accessible.
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TELEVISION This ad campaign for television commercials will focus on a vintage rotating clock displaying words that associate with the new Delta Airlines. The graphic will expand and detract seemlessly as longer and shorter words are displayed on the screen. The graphic will remain in the center of the screen at all times.
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ONLINE PLACEMENT
Delta Airlines logo must be at the top left of every page at all times. The colors may change according to the color palette, but placement will be as shown. Logo is not required to be a fixed piece on the scrolling screen but must stay where placed, at all times.
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CONTACT PERSON & INFORMATION For all information pertaining to this style guide please contact:
Delta Air Lines, Inc. P.O. Box 20706 Atlanta, Georgia 30320-6001 Phone: 404-715-2600 e-mail: contact@delta.com Fax: 404-773-1945
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