I see Delta's "revitalize the company" campaign is in full swing. As spotted on the Atlanta Journal-Constitution web site (http://www.ajc.com/news/content/busi.../29widget.html)...


While it struggles with huge financial issues in hopes of avoiding bankruptcy, Delta Air Lines also plans a small change that it hopes will make a difference.

In a nod to tradition and employee suggestions, Delta is going back to its old-style "widget" shield logo.

You'll have to look closely to notice the change.

The familiar blue and red triangular logo was redesigned in 2000 so that the bottom red triangle became a curved shape like a cross-section of a wing or lens. The blue triangle above got a corresponding curved bottom.

But soon the more angular "heritage design," as Delta called it in a message to employees, will begin appearing again on airplanes, stationery and other items.

The subtle change is an indication of Chief Executive Gerald Grinstein's balancing act between a return to tradition and rebuilding a struggling company that has lost $5.6 billion since 2000.

"Changing our widget is just another way to reconnect with our rich heritage and has been a request from many employees," the company told workers.

Isn't such a change costly for a company in Delta's straits?

Delta says no. Aircraft logos will be redone only when the planes need repainting during maintenance visits. And the company will use up old stationery and other materials before switching to the new "old" design.

Spokeswoman Meghan Glynn said the airline does not plan an entirely different paint scheme for its aircraft. Delta's fleet currently sports four liveries, including a 1960s design, a 1997 design and a 2000 design, as well as a special design for the Song discount unit.

Grinstein has said he has no plans to replace the primary 2000 look, featuring wavy bands of red, white and blue on the tail.

"If there's one thing I'm not going to fiddle with now, it's the livery of the aircraft," he told shareholders at Delta's annual meeting in April.


You'd think they would have other things to worry about than whether the logo was more or less curvey.

Chris