● ORIGIN: Delta Air Lines Centennial Motion Typeface
Design Vision
<A Vision for Mississippi River Restoration in Typography
> Through this project, I aim to raise awareness about the pollution impacting the Mississippi River and its delta—a region deeply connected to Delta Airlines' origins and vital to U.S. agriculture and transportation. The river currently faces significant challenges, including contamination from chemical fertilizers. To commemorate the brand's 100th anniversary, I propose a rebranding initiative in which Delta Airlines supports the restoration of the Mississippi River, its place of origin, while expressing the company's vision for a sustainable future through a typography-driven branding approach. This typeface is designed to serve as a centerpiece for the brand's environmental campaigns and visual storytelling, engaging audiences and sparking interest in environmental protection.
Concept
<Typography of Deposition and Erosion> This typeface honors Delta Air Lines' roots, inspired by the Mississippi Delta, where the company began as an agricultural aviation business. Its design reflects the delta's iconic triangular landscapes, symbolizing the interplay of land, water, and sky. By capturing the natural processes of deposition and erosion, the typeface embodies nature's flow and highlights the airline's commitment to growth in harmony with the environment.
Contents
Branding
Logo
Motion
Typography
Credits
Art Direction Professor - David Villouta
Designer - Dong Kim
Typography
<A Typeface Showcasing the Brand's Formation Process > This typeface was created to commemorate Delta's 13th rebranding project, celebrating the airline's 100-year journey through 13 transformative stages. Each stage reflects the dynamic evolution of the delta's landscape, serving as a visual metaphor for the airline's legacy of innovation and its enduring connection to nature, history, and the future. I developed 13 organic variations of this typeface using a frame-by-frame approach. Reimagined from Morris Sans, this distinctive typeface draws inspiration from the natural processes of deposition and erosion in the delta. To honor the airline's origins and history, I designed the formation process so that every letter begins with a triangular shape, symbolizing Delta's roots in the Mississippi River. In addition to posters and motion graphics, this typeface was used to redesign the brand's logo, reinforcing the visual connection between Delta Airlines' identity and its origins. By organically combining these 13 alphabet versions, I created a cohesive visual system that commemorates Delta Air Lines' 100th anniversary and bridges its origins in the Mississippi River with its vision for a sustainable future.
Typography Poster (Key Visual)
Logo (Typography)
DELTA: Where land, river, sea and sky converge.
The red represents land, the blue symbolizes rivers and seas, and the white negative space in the center represents the sky that connects all three elements.
Celebrating its 100th anniversary, this logo is inspired by the formation and flow of the Mississippi Delta, where Delta's journey began. It embodies the airline's history and vision for nature, a sustainable journey and its commitment to connecting the world.
