It’s been 50 years since our ”widget” logo first appeared in advance ads for Delta Royal Jet Service. Below is a rare work-in-progress drawing of the widget by Robert Bragg, a vice president at Delta’s ad agency BDA, who designed the jet logo that evolved into our corporate logo.

The initial idea that sparked Bragg’s design came from Delta’s Richard (Dick) Maurer, Delta senior vice president, general counsel and secretary. In 1955, he noticed a similarity between the Greek letter ‘delta’ and the swept-wing appearance of the new jets seen overhead, and shared his thoughts with Bob Adams, head of Delta’s ad agency.  Click here to read the entire letter.

By the early 1960s, the widget had evolved from our first jet service logo into our official corporate logo. Delta’s advertising department described the symbolism of the widget’s colors of red, white, and blue: “Within the strong outline of the triangle, the blue portion points to the sky where we fly—the point represents the pinnacle of professional achievement. Just entering the blue is the swept wing of the jet, represented by the broad white ‘V.’ The flat broad base suggests Delta’s solid foundation. Colored red, it can be regarded not only as the exhaust behind the jet but also the flame of leadership that keeps the point headed upward.”

Thank you to Eve Bragg for permission to reproduce Robert Bragg’s widget concept drawing.

Marie Force

Archives Manager

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