Delta rebranding focuses on “new experience”

Emerging from Chapter 11 bankruptcy, Delta recently announced their new re-branding. An article in adweek quotes Delta as saying the new campaign heralds a "new era, introducing an updated, boldly modern corporate brand and showcasing a reinvigorated customer experience."

Let's start with the first change -- a new logo.

Old

New

Citgo

Ok, maybe it's not so bad. Look at the entire history of the logo.

Delta reportedly spent 55 million in measured media last year and are expecting to invest millions in the re-branding. I wonder if they got the same firm that did Dairy Queen's re-branding.