Delta emerged from bankruptcy yesterday with a big new financial plan, some product and service modifications, a politically inspired ad campaign, and new logo and color scheme. I’m not sure this latter part translates to “paint the planes,” but I certainly hope not.
When USAir changed to U.S. Airways (don’t forget the periods after U and S), they painted the planes. If memory serves, the cost to paint each plane was $2 million and it took the equipment out of the sky for a number of days. Arguably, the paint job in that case was needed as was the name change. People were referring to USAir as US Scare. What was needed more than a paint job, however, was newer planes, a consolidation of plane types, and improved safety standards. (Oh yeah, they went bankrupt, too.)
The last thing Delta needs is to change its color scheme and paint its planes. That’s not a demonstration of sound fiscal management to the public – especially, when gas is $3.15 a gallon. Demonstrating sound financial management is the objective. Proving it is the story. A new color scheme is off message.