Atlantic Southeast Airlines was preparing to spin out from Delta Airlines and become a stand-alone brand. The new entity required a structured and defined brand intent and overall architecture. With thousands of flights every day and 13 million travelers every year, Atlantic Southeast Airlines was ready for a powerful and compelling new brand for consumers, employees and partners. David’s team conducted research, stakeholder interviews, and management vision sessions, and delivered a powerful new positioning based on the concept - Live Connected. From there we created a new logo and identity system, tag line and master concept. It was all brought together in a brand video and website. Finally the standards were created to finish out a complete award winning system.

In the process of logo design the team developed over 100 logos for review by senior management. As tends to be the case, the selected design was part of the first 12 logos presented. Sometimes we need to see a lot to refocus on the right decision.