Delta and 3M to Rebrand at More Than 200 Airports Worldwide

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 worldwide.

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 interruptions.

"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 rebranding efforts.

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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