Delta Air Lines and St. Paul-based 3M are expanding
the Delta brand across more than 200 airports worldwide – including 10
in Minnesota previously branded as Northwest Airlines – as part of the
airline’s efforts to seamlessly integrate Delta and Northwest following
their merger in October.
Late last year, Delta began consolidating and
rebranding Delta and Northwest airport facilities to consistently
display the distinctive red, white and blue Delta brand.
The airline is working with 3M Company's Brand
Owner Solutions group to produce and install Delta's corporate and
brand identity markings at Northwest-branded gates, ticket
counters, check-in, loading bridges and curbside areas, as well as
baggage claim service offices and other in-airport signage
When Delta launched its new brand in 2007,
3M transformed more than 200 Delta locations in 60 days, often
completing the conversion in a single night to minimize business
"We leveraged our large network of authorized
partners to ensure quality and image consistency from printing
through installation. The collaborative commitment from Delta and
3M was critical in accomplishing such a time-sensitive project of
this scale," said Bob Doughty, vice president and general manager
of 3M Commercial Graphics.
To date, Delta and 3M have completed airport
transformations in eight Minnesota airports – Bemidji, Brainerd,
Duluth, Hibbing, International Falls, Rochester, St. Cloud and
Thief River Falls – as part of the airline’s merger-related
Delta expects to complete rebranding in
all airports throughout the United States by the end of 2009,
including its Minneapolis/St. Paul hub which is scheduled for
conversion in late March. Rebranding in international locations is
expected to be complete in 2010.
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