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(Brand guidelines) // Travel and transport

Delta Air Lines brand
guidelines

Delta Air Lines’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from delta.com.

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About Delta Air Lines

Delta is a global airline connecting people and places through its flight network, travel services, and onboard experiences. Its brand pairs confident, polished service with a warm, human focus on helping travelers feel prepared, supported, and ready to explore.

Use the supplied Delta symbol-and-wordmark lockup as the airline’s identity. This light version needs a dark background with clear contrast; preserve its original artwork and proportions. Keep partner marks and travel photography separate from the airline logo.

Delta Air Lines colors

  • Delta red

    Primary accent and call to action

    HEX
    RGB

  • Midnight navy

    HEX
    RGB

  • Deep blue

    Primary text

    HEX
    RGB

  • White

    Background

    HEX
    RGB

Delta Air Lines fonts

  • Whitney

    Headings · 700, Subheadings · 600, Body · 500, Buttons · 600, Links · 400

Font names only. The Brand Skill download doesn’t include font files.

Delta Air Lines’s voice

Delta’s voice is warm, direct, and reassuring. Put practical travel guidance first, then make the experience feel welcoming and possibility-led. Use clear, active language and speak to travelers as people—not as transactions.

Delta’s own copy captures this balance in phrases such as “We want you to get where you're going faster,” “We remain focused on the health of those in the airport and onboard,” and “Everything we do creates a more connected world.”

When describing an experience, make the benefit tangible and personal: “you’ll arrive refreshed and recharged” and “so you can focus on doing what you love.”

  • “We want you to get where you're going faster”
  • “We remain focused on the health of those in the airport and onboard”
  • “Everything we do creates a more connected world”

Dos and don’ts

Do

  • Keep Delta’s red, deep blue, and navy identity prominent, balanced by restrained neutrals and clean white space.
  • Use the Delta logo and standalone mark as identity assets; give each enough separation to read clearly.
  • Pair Whitney typography with a clear hierarchy and readable contrast.
  • Write with warmth and clarity. Lead with useful information, reassure travelers, and connect practical details to their journey.
  • Use optimistic, human language grounded in real travel benefits, as in “arrive relaxed and ready to explore.”

Don’t

  • Don’t substitute partner marks, campaign graphics, or product imagery for Delta’s own logo.
  • Don’t let decorative type, crowded layouts, or low contrast undermine legibility.
  • Don’t make travel guidance vague or overstate the experience; keep claims clear and appropriately qualified.
  • Don’t use cold, bureaucratic language when a direct, considerate explanation will do.

Delta Air Lines imagery

102 images from delta.com, in 8 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Brand imagery

14 images

Delta’s brand imagery spans its identity, travel destinations, people, aircraft, and the digital tools that support the journey. Use these examples as a visual library for Delta creative; keep the Delta mark distinct from backgrounds and photography.

  • A head-on, low-angle photograph of a massive white passenger jet taxiing directly toward the viewer on a desert runway.
  • A wide-angle panorama captures a Mediterranean coastal town at dusk, framed by vibrant magenta bougainvillea in the lower-left foreground.
  • Vibrant magenta bougainvillea flowers frame a wide dusk view of a Mediterranean coastal town nestled against a lush green mountain.
  • A minimalist, navy blue line art icon of a wall calendar with a commercial airplane silhouette in the center.
  • A flight attendant in a grey uniform serves red wine to smiling passengers in an airplane cabin bathed in warm, golden light from the windows.
  • Vibrant orange hoodoos rise sharply against a deep, cloudless blue sky in this high-contrast desert landscape photo.
  • Two Black women laugh together while seated in an airplane's premium cabin, featuring quilted blue and black leather headrests.
  • A flat digital world map focuses on North America, Europe, and northern Africa, densely populated with small blue dots representing flight destinations.
  • A trio of smartphones showcase different screens of the Delta Air Lines mobile app against a dark navy background.
  • A white Delta passenger jet soars diagonally across the frame over a vast, snow-dusted mountain range.
  • A red and burgundy geometric logo features a stylized, three-dimensional delta widget comprised of four distinct triangular segments.
  • A white Delta passenger airplane banks steeply to the left, captured from a high-angle aerial perspective over a dramatic mountain range.
  • A high-angle aerial photograph captures a white Delta airplane soaring over a vast, mountainous landscape during the golden hour.
  • A wide, horizontal panoramic photograph features a white Delta airplane ascending through a clear, deep blue sky.

Company imagery

6 images

Company imagery reflects the people, places, and purpose behind Delta. Use genuine human moments and aviation imagery to express connection, shared progress, and a global outlook.

  • Two women walk arm-in-arm through a park in Paris, laughing joyfully with the Eiffel Tower looming in a soft-focus background.
  • A diverse group of eleven smiling Delta airline employees in various professional uniforms, from pilots and flight attendants to ground crew and tech ops,…
  • A high-angle aerial photograph of a Delta airplane soaring above a thick, textured carpet of white clouds.
  • A commercial airplane with a red and blue tail logo ascends sharply into a bright blue sky, seen from a low-angle perspective.
  • A diverse group of seven professionals in various airline attire, including a pilot in a formal uniform, flight attendants, and ground crew, are posed…
  • Three women in matching red long-sleeved shirts and hats branded with the Delta logo crouch together while planting a young tree.

Product experience imagery

1 image

Delta’s digital experience includes travel planning, loyalty enrollment, and vacation booking. Preserve source-brand interface imagery when depicting these products; treat icons as interface elements, not identity marks.

  • The white Delta Vacations wordmark is presented as a minimalist graphic logo.

Baggage imagery

5 images

Baggage and travel-fee imagery is practical and service-led. Show clear, recognizable travel items and visuals that help travelers understand what to expect.

  • A man in a cream hoodie lifts a large, brown hardshell suitcase with tan leather trim off an airport baggage carousel while looking toward a smiling woman.
  • A minimalist, dark blue outline icon of a briefcase or suitcase.
  • A close-up, panoramic shot focuses on a person in a wheelchair and an airport staff member at a check-in counter.
  • A minimalist graphic button features a black rounded outline containing dark navy text on a white background.
  • A horizontal graphic features two white, pill-shaped rounded rectangles with dark blue borders and text.

Help center imagery

11 images

Help-center imagery presents the traveler in everyday situations and pairs photography with clear, task-oriented support. Interface icons should remain secondary to the service or information they help explain.

  • A woman with dark bobbed hair sits on a modern balcony, calmly focused on a silver laptop resting on her lap.
  • A woman stands on a sunny city street, her profile captured in a medium shot as she looks down at a smartphone in her hand.
  • A woman in a wheelchair, wearing a bright red jacket and patterned pants, smiles while handing a travel document to a uniformed airline employee at an…
  • A minimalist navy blue line-art graphic depicts a rectangular card with rounded corners, centered around a globe icon with latitude and longitude lines.
  • A minimalist navy blue line-art icon depicting a rectangular card with rounded corners.
  • A minimalist, solid navy blue pictogram of a baby in a flat, graphic style.
  • A minimalist, dark blue silhouette icon of a baby on a plain white background.
  • A single, dark navy blue animal paw print graphic is centered on a plain white background.
  • A single dark navy blue paw print graphic is centered on a solid white square.
  • A minimalist, navy blue line icon of a checklist on a clipboard.
  • A dark blue line art icon of a rounded clipboard.

Onboard imagery

23 images

Delta’s onboard imagery showcases the cabin, comfort, dining, entertainment, and attentive service. Keep the experience premium but human: show the details travelers value and people enjoying the journey.

  • This product studio shot features two side-by-side airline seats in a premium cabin style, angled slightly to the right.
  • Two premium airplane seats are shown in a studio product shot against a plain white background, featuring a distinctive diamond-quilted navy blue fabric on…
  • Rows of empty airplane seats feature large seat-back entertainment screens in a modern cabin.
  • A woman in a light blue suit sits in a premium airplane cabin, using metal cutlery to eat a multi-course meal from a tray table.
  • Row of empty, modern airplane seats with navy blue diamond-quilted upholstery and black leather headrests featuring a small red triangle logo.
  • An empty premium aircraft cabin is illuminated by a mix of cool blue ambient lighting and bright natural light streaming through three oval windows.
  • A low-angle, wide-shot photograph of a Delta airline's premium cabin, featuring empty rows of navy blue quilted leather seats with large headrests and the…
  • A pair of premium airline cabin seats features blue diamond-quilted leather inserts against dark charcoal bolsters and headrests.
  • A man in a tan plaid jacket and a woman in a vibrant blue cardigan smile at each other while walking through a bright airport terminal with rolling suitcases.
  • A flight attendant in a charcoal uniform with a purple scarf smiles as she offers a hot towel to a passenger using tongs.
  • A first-person perspective photograph captures a premium airline meal served on a tray table during a flight.
  • Two Black women laugh and share a snack box while seated in a modern airplane cabin with blue quilted headrests.
  • A middle-aged man with a grey beard lifts a black sleep mask from his forehead, looking thoughtfully into the distance while seated in a premium aircraft cabin.
  • A close-up photograph of a woman with dark hair sleeping peacefully in an airplane's lie-flat business class pod.
  • A woman with dark hair sleeps peacefully in a lie-flat business class seat on an airplane, her head resting on a white pillow.
  • A flight attendant in a sharp grey suit offers a basket of premium snacks to a smiling couple in a high-end airline cabin.
  • A mother and daughter with curly hair smile warmly while interacting with an airplane's seatback entertainment screens during a flight.
  • Inside a plane cabin, a Black man wearing a hearing aid and a striped yellow shirt smiles at a woman in a floral dress while holding a paper cup.
  • A woman with tortoise-shell glasses and a faint smile rests against a dark blue leather airplane seat while wearing large, white over-ear headphones.
  • A man wearing large black noise-canceling headphones sits in a premium airplane cabin, smiling as he types on a silver laptop.
  • A high-angle overhead product shot displays an elaborate multi-course meal, including steak with broccolini, cheese ravioli with peas and tomatoes, roasted…
  • A close-up photograph features a line of dark navy leather airplane seats receding into a shallow depth of field.
  • A close-up photograph featuring a raised, polished silver Delta widget and 'DELTA' lettering on a textured navy blue bulkhead wall.

Sustainability imagery

18 images

Sustainability imagery focuses on aircraft, operations, innovation, and the natural world. Keep environmental storytelling specific to the subject and grounded in Delta’s stated sustainability work.

  • A white Delta passenger jet with its distinctive red and blue tail logo flies from right to left across the frame in a wide aerial shot.
  • An aircraft ground marshaller stands on the tarmac with his back to the camera, holding two orange signal wands in an 'X' above his head.
  • An airport ground crew member stands on the tarmac with their back to the camera, holding two red signal wands in an 'X' shape above their head to direct a…
  • A grounded aircraft is refueled at dusk by a worker on a scissor lift reaching toward the underside of the white wing.
  • A minimalist, solid navy blue lightbulb icon rendered as a flat graphic.
  • A minimalist, solid navy blue icon of a commercial airplane angled upward and to the right at roughly forty-five degrees.
  • A dark navy blue, minimalist pictogram depicts a person walking toward the right while pulling a small wheeled suitcase behind them.
  • A minimalist dark navy blue icon of a gas pump nozzle angled upwards.
  • A solid navy blue silhouette of a goose in mid-flight, captured from a side profile as it ascends toward the right.
  • A commercial graphic shows a Delta airplane banking steeply in flight against a backdrop of dramatic, sunlit clouds and dark landscape.
  • A close-up shot of a white commercial aircraft parked on an airport tarmac with its jet bridge attached, featuring a woman with dark curly hair in the bottom…
  • A close-up shot of a hand with manicured nails holding a navy blue paper airline cup against a dark, moody background with purple lighting.
  • White Serif text centered on a rounded blue sky graphic reads, "NOW BOARDING: SUSTAINABLE AVIATION FUEL." The backdrop features fluffy cotton-like clouds…
  • A low-angle shot captures a white Delta commercial airplane banking upwards into a hazy, cloud-filled sky.
  • A sleek white Joby electric vertical takeoff and landing (eVTOL) aircraft is captured in a close-up profile shot against a backdrop of city skyscrapers…
  • A wide-angle landscape photograph features the vivid turquoise waters of Moraine Lake, framed by tall evergreen trees in the foreground.
  • A white Delta passenger jet flies high above a rugged landscape of snow-dusted mountains and dark blue lakes.
  • A commercial airplane with a red-tipped tail ascends sharply into a vibrant blue sky, framed by the tops of tall, green evergreen trees.

Travel imagery

24 images

Travel imagery supports discovery, preparation, and the airport experience. Use destination views, travel moments, and helpful service details to make the journey feel approachable and well supported.

  • A minimalist, dark blue line art icon of a manual wheelchair facing right.
  • A minimalist, navy blue line graphic of a manual wheelchair facing right.
  • A minimalist, navy blue line art icon of a medical transport chair or wheelchair seen from a side profile.
  • A minimalist, navy blue line icon depicts a folding wheelchair or mobility scooter from a side profile.
  • A dark blue line art icon of a motorized wheelchair or mobility scooter, viewed from a side profile.
  • A minimalist, dark blue line-art icon depicting a power wheelchair from a side profile.
  • A dark navy blue minimalist icon depicts a digital screen or monitor featuring an airplane silhouette in the center.
  • A dark navy blue minimalist icon depicts a person pushing another individual in a wheelchair.
  • A dark navy blue silhouette of a commercial airplane angled diagonally toward the upper right.
  • A navy blue location pin icon is centered, featuring a white checkmark inside a circular frame at its head.
  • A side-angle photo captures a laptop screen displaying a web page titled "Delta Discover Map" with a red delta logo in the corner.
  • A long, weathered wooden pier stretches from the bottom foreground into the center of a turquoise tropical ocean under a bright sky.
  • A top-down flat lay photograph of travel essentials scattered on a dark wooden table, centered around a vintage leather-cased camera and three scenic…
  • Seen from behind, a family of three walks along a sunny tropical beach.
  • A minimalist white checkmark symbol is centered inside a thin white circular outline.
  • A minimalist white line-art graphic of the contiguous United States map is centered on a solid dark navy blue background.
  • A minimalist dark navy blue line icon depicts a travel ticket and a banknote stacked together.
  • A dark blue minimalist line-art icon depicting travel and finance elements.
  • A minimalist, navy blue line art icon depicting a stylized airplane superimposed on a wall calendar.
  • A minimalist navy blue line-art icon depicting a laptop with a flight boarding pass centered on its screen.
  • A minimalist navy blue line icon of an airplane boarding pass or ticket.
  • A top-down workspace shot features a white cup of black coffee and a silver pen on a rich brown wood grain table.
  • A cheerful family of three travels through a bright, sunlit airport terminal with floor-to-ceiling windows.
  • A corporate graphic features the white text "DELTA CARESTANDARD" set against a solid, deep navy blue background.

Download Delta Air Lines’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Delta Air Lines’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 106 images and the logos. The font files belong to Delta Air Lines, Inc, so they’re left out.

Download the Brand SkillZIP, 4.6 MB

delta-air-lines-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ brand-imagery.md

│ ├ company-imagery.md

│ ├ colors.md

│ ├ logo.md

│ ├ product-experience-imagery.md

│ ├ typography.md

│ ├ voice.md

│ ├ baggage-imagery.md

│ ├ help-center-imagery.md

│ ├ onboard-imagery.md

│ ├ sustainability-imagery.md

│ └ travel-imagery.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from delta.com on 3 Nov 2026. It isn’t Delta Air Lines’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Delta Air Lines and its logos are trademarks of Delta Air Lines, Inc. Rainbrand isn’t affiliated with or endorsed by Delta Air Lines, Inc.

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