Delta Airlines

Official Websites

• https://www.delta.com
• https://www.delta.com/us/en/skymiles/overview
• https://www.delta.com/us/en/delta-vacations
• https://zh.delta.com
• https://de.delta.com
• https://fr.delta.com
• https://it.delta.com
• https://ja.delta.com
• https://es.delta.com
• https://pt.delta.com

Brand Guidelines

2018

Brand Summary

Mission

• Delta is committed to making flying better, representing industry-leading products and services delivered by passionate and determined Delta people [^1].

Core Values

• Reliable
• Thoughtful
• Innovative

Target Audience

• Delta’s communications and brand expression are designed for customers, employees, and community constituencies, aiming to create a modern, cohesive, global airline experience [^2].

Personality Traits

• Reliable
• Thoughtful
• Innovative
• Confident
• Modern
• Honest
• Respectful
• Direct

Visual Identity Overview

• Delta’s visual identity is optimistic, bold, honest, clean, and simple, utilizing strong contrast, dynamic supergraphics, fields of color, angled typography, and cropped imagery to create a fresh and unexpected visual expression [^3].

Categories

Brand Voice

• Brand attributes express the ethos and personality of the Delta brand. They highlight brand characteristics and suggest an approach to communication both visually and verbally. No communication is expected to reflect all brand attributes, but at the least they should contradict none.
• Reliable: We demand consistency and operational excellence, so that people depend on Delta and trust that we’re always there for them.
• Thoughtful: We are personally accountable to customers, so that people feel a proactive human touch through.
• Innovative: We are innovative in helping solve problems in new and more effective ways.

Brand Imagery

• Imagery is a universal medium used to tell stories and make human connections. In our new brand expression, we use imagery to communicate our offer in a compelling and immediate way to make a meaningful connection with all of our audiences.
• Our imagery can be categorized into three subject areas: people, product and destination. To further support our unique visual approach, imagery should use cropping, scale and selective focus to portray subjects in an imaginative and dynamic way that will trigger a response, an emotion or a call to action. All imagery should communicate one or more of our image attributes.
• We encourage the use of imagery that demonstrates our commitment to service and the benefit to our customers, those that acknowledge our teamwork, achievement and professional nature of our employees.
• Here are examples of images that do not represent the Delta brand. Our images should never be artificial, stereotypical, decorative, literal or unnatural. Photos should not be cluttered with unnecessary props that distract from the story. Avoid using images with content that is irrelevant to our business and customers.
• 1. DO NOT use cliched metaphors to represent our product benefits.
• 2. DO NOT use images that are exaggerated.
• 3. DO NOT use images portraying cliched business gestures.
• 4. DO NOT use staged images.
• 5. DO NOT use images with artificial settings or staged environments.
• 6. DO NOT use images that have been digitally enhance or composed of two photos.
• 7. DO NOT use generic images with color filters.
• 8. DO NOT use with cliched destination topics.
• 9. DO NOT use images with cluttered and distracting environments.
• We use the cropping technique illustrated on this page to achieve the dynamic photo treatments that have been discussed on the previous pages. Cropping enables you to create a unique composition from ordinary imagery in order to bring it more in alignment with our brand attributes and help differentiate our photography from competitors.
• Note: When you are cropping and enlarging a small section of a photograph, make sure the photo has a high enough resolution to maintain its quality.

Color Palette

• “Delta Blue” is the primary color expression for Delta audiences. A secondary tier of Delta Red and Delta Warm Gray may be used as alternative background colors to Delta Blue, primarily for informational signage or other secondary applications.
• White should predominantly be used for typography on primary and secondary colored backgrounds.
• Delta Light Red and Delta Dark Red are our two symbol colors, and are also used within our supergraphic when applied on Delta Blue or on Delta Red backgrounds.
• The tertiary tier of accent colors should be used in a very limited manner, primarily to delineate navigation or to highlight primary typographical messages in communications.
• Note: The tertiary colors should be applied in a very LIMITED MANNER and should not be applied as large fields of color.
• The colors shown on this page and throughout these guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE® is the property of Pantone, Inc.
• WHITE c0, m0, y0, k0 r255, g255, b255 #FFFFFF
• Delta Light Red Pantone 186c c0, m100, y81, k4 r224, g25, b51 #E01933
• Delta Dark Red Pantone 202c c0, m100, y61, k43 r153, g25, b51 #991933
• Delta Red Pantone 187c c0, m100, y79, k20 r192, g25, b51 #C01933
• Delta Blue Pantone 654c c100, m67, y0, k38 r0, g51, b102 #003366
• Passport Plum Pantone 2695c c91, m100, y8, k59 r46, g26, b71 #2E1A47
• Delta Orange Pantone 1505c c0, m56, y90, k0 r255, g105, b0 #FF6900
• Delta Yellow Pantone 124c c0, m30, y100, k0 r234, g170, b0 #EAAA00
• Delta Light Blue Pantone 652c c50, m25, y2, k5 r125, g155, b193 #7D9BC1
• Delta Dark Blue Pantone 296c c100, m73, y28, k86 r4, g28, b44 #041C2C
• Black c0, m0, y0, k100 r39, g37, b31 #27251F
• PANTONE Cool Gray 10 c40, m30, y20, k66 r99, g102, b106 #63666A
• Groundspeed Graphite Pantone Cool Gray 8 c23, m16, y13, k46 r136, g139, b141 #888B8D
• PANTONE Cool Gray 6 c16, m11, y11, k27 r167, g168, b170 #A7A8AA
• PANTONE Cool Gray 2 c5, m3, y5, k11 r208, g208, b206 #D0D0CE

Typography

• Typography is a key element used to communicate a unified personality for Delta. We have selected a type family that gives Delta a unique typographic voice: Whitney Condensed. This is our main typeface and should be used in all communications materials.
• The Whitney typeface is a modern sans serif font that excels in a broad range of use in applications from signage to text. The typeface is narrow enough to work in crowded environments, yet energetic enough to encourage extended reading.
• Though this typeface is available in six weights, use has been limited to Semibold weight with occasional Whitney Condensed Medium use for body copy, allowing for greater consistency and simplicity of implementation.
• Note: Do not substitute any other typeface for the approved Delta typeface.
• Verdana should be used for Desktop applications in a nongraphic artwork environment such as Microsoft Word® and PowerPoint®. Whitney should be used for graphics, buttons and banners in Web portals, microsites and other desktop-based environments.
• The Whitney font is available from Hoefler & Frere-Jones. http://www.typography.com
• They can be reached by phone during business hours (Eastern Time) at +1 212 777 6640. Fonts are delivered quickly by e-mail, and at no additional cost; orders can also be shipped by an overnight carrier, or by messenger within New York City.
• 1. DO NOT use uncondensed Whitney.
• 2. DO NOT set type in all lowercase.
• 3. DO NOT track out sentence case type.
• 4. DO NOT set uppercase type without tracking out to 80.
• 5. DO NOT set body copy on a 33° angle
• Whitney Condensed Semibold 8 pts. ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 10 pts. ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 12 pts. ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 16 pts. ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 24 pts. ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstu 36 pts. ABCDEFGHIJKLM NOPQRSTUVWXYZ ab 48 pts. ABCDEFGHIJKLM NOPQRSTU 60 pts. ABCDEFGHIJKLM NOPQ 72 pts. ABCDEFGHIJKLM N
• In application these names should appear in the Whitney typeface and styled to match the surrounding text, or adhere to established guidelines for the specific application (e.g., signage, business cards).
• The URL is always set in lower case Whitney Book type and its height should be a minimum of .Sx.
• The Whitney font is available from Hoefler & Frere-Jones. http://www.typography.com They can be reached by phone during business hours (Eastern Time) at +1 212 777 6640. Fonts are delivered quickly by e-mail, and at no additional cost; orders can also be shipped by FedEx, or by messenger within New York City.

Logo Usage

• Our signature is the simplest, most immediate and most recognizable representation of our brand. It builds upon our heritage, while communicating with a confident, modern and renewed energy that represents our future. The all-red symbol and all-uppercase logotype speak with an honest, respectful and direct language that embodies our core positioning.
• The SkyTeam logo is always positioned directly to the right of the Delta logo. The placement of the SkyTeam logo and its size relationship to our logo has been carefully considered and must not be altered in any way.
• Use the full-color signature when the background color value is between 0% and 30% after conversion to gray scale.
• Do not place the signature on a background when the color value is between 30% and 50% after conversion to gray scale.
• Use the reversed signature when the background color value is between 50% and 100% after conversion to gray scale.
• The Delta signature is one of the company’s most precious assets. Always position it for maximum impact and give it plenty of room to “breathe.” This will ensure the signature’s presence and legibility.
• A minimum amount of clear space must surround the signature at all times. This space is equal to the cap-height of the Delta logotype (e.g., the “L” in DELTA).
• In general, a larger amount of visually uninterrupted space should be kept clear for optimal visibility.
• When reproducing the signature, be conscious of its size and legibility. To ensure quality reproduction in print, the signature must appear no smaller than 8p in width.

Tone And Messaging

• Brand attributes express the ethos and personality of the Delta brand. They highlight brand characteristics and suggest an approach to communication both visually and verbally. No communication is expected to reflect all brand attributes, but at the least they should contradict none.
• Reliable: We demand consistency and operational excellence, so that people depend on Delta and trust that we’re always there for them.
• Thoughtful: We are personally accountable to customers, so that people feel a proactive human touch through.
• Innovative: We are innovative in helping solve problems in new and more effective ways.
• Our over-arching communications goal is to reinforce our brand as a modern, cohesive, global airline.
• Our signature is the simplest, most immediate and most recognizable representation of our brand. It builds upon our heritage, while communicating with a confident, modern and renewed energy that represents our future. The all-red symbol and all-uppercase logotype speak with an honest, respectful and direct language that embodies our core positioning.
• Every interaction and every communication directly enhances the power and meaning of our brand. Our goal is to create a seamless and consistent experience across the entire organization that engages both our customers and our employees.
• The overall visual style of the Delta brand is optimistic, bold, honest, clean and simple, as exemplified by our image attributes.

Brand Values

• Brand attributes express the ethos and personality of the Delta brand. They highlight brand characteristics and suggest an approach to communication both visually and verbally. No communication is expected to reflect all brand attributes, but at the least they should contradict none.
• Reliable: We demand consistency and operational excellence, so that people depend on Delta and trust that we’re always there for them.
• Thoughtful: We are personally accountable to customers, so that people feel a proactive human touch through.
• Innovative: We are innovative in helping solve problems in new and more effective ways.

Visual Style

• Our signature is the simplest, most immediate and most recognizable representation of our brand. It builds upon our heritage, while communicating with a confident, modern and renewed energy that represents our future. The all-red symbol and all-uppercase logotype speak with an honest, respectful and direct language that embodies our core positioning.
• The SkyTeam logo is always positioned directly to the right of the Delta logo. The placement of the SkyTeam logo and its size relationship to our logo has been carefully considered and must not be altered in any way.
• Use the full-color signature when the background color value is between 0% and 30% after conversion to gray scale.
• Do not place the signature on a background when the color value is between 30% and 50% after conversion to gray scale.
• Use the reversed signature when the background color value is between 50% and 100% after conversion to gray scale.
• The Delta signature is one of the company’s most precious assets. Always position it for maximum impact and give it plenty of room to “breathe.” This will ensure the signature’s presence and legibility.
• A minimum amount of clear space must surround the signature at all times. This space is equal to the cap-height of the Delta logotype (e.g., the “L” in DELTA).
• In general, a larger amount of visually uninterrupted space should be kept clear for optimal visibility.
• When reproducing the signature, be conscious of its size and legibility. To ensure quality reproduction in print, the signature must appear no smaller than 8p in width.

Layout And Composition

• The SkyTeam logo is always positioned directly to the right of the Delta logo. The placement of the SkyTeam logo and its size relationship to our logo has been carefully considered and must not be altered in any way.
• Use the full-color signature when the background color value is between 0% and 30% after conversion to gray scale.
• Do not place the signature on a background when the color value is between 30% and 50% after conversion to gray scale.
• Use the reversed signature when the background color value is between 50% and 100% after conversion to gray scale.
• Clear space frames the signature, separating it from other elements such as headlines, text, imagery and the outside edges of printed materials.
• A minimum amount of clear space must surround the signature at all times. This space is equal to the cap-height of the Delta logotype (e.g., the “L” in DELTA).
• In general, a larger amount of visually uninterrupted space should be kept clear for optimal visibility.
• When reproducing the signature, be conscious of its size and legibility. To ensure quality reproduction in print, the signature must appear no smaller than 8p in width.

Brand Architecture

• Brand architecture is the organizing structure that specifies the type, number, relationship, and purpose of brands within our overall business portfolio.
• The chart shown here illustrates how Delta businesses, products, and services are organized and presented to the marketplace, and can be used as a glossary to the guidelines that follow.
• We have moved toward a more unitary-based approach to identity, designed to create a more consistent and confident presentation of our brand across our various businesses and markets.
• Our over-arching communications goal is to reinforce our brand as a modern, cohesive, global airline.
• Note: Branding decision tools have been established to help us determine the appropriate degree of association that line of businesses, products and services have with the Delta masterbrand. Additionally, Program Identity guidelines have been established to help visually unite the graphic presentation of our long-term initiatives. Both are available through the Delta Brand Identity group.
• Note: All Delta signature artwork must be requested through and approved by the Delta Brand Identity group.
• Use the legal name of our company on all documents that legally require its presence (e.g., contracts, agreements, invoices and copyright notices).
• Use the Delta masterbrand signature as the primary brand expression to employees, customers, and community constituencies.
• The “Air Lines” modified signature is ONLY used in foreign markets (e.g., China) on specific informational applications (such as business cards) where clarifying area of business is necessary.
• Use the joint venture signature to build awareness around the strength of our global network.
• Use the Delta name in conjunction with descriptive names for lines of business, programs, products and services to effectively unite our portfolio while maintaining the Delta signature as the dominant expression.
• Use the Delta signature with a line of business descriptor when a LOB (or division) requires added differentiation or business emphasis that cannot be provided through use in text.
• Use a Delta sub-brand signature when a product or service requires added differentiation or business emphasis that cannot be provided through use in text.
• Use a subsidiary signature with its own distinct logo and name treatment when the Delta brand does not provide a measurable value or lacks permission to operate in the intended business category. Always endorse the subsidiary brand with Delta Air Lines.
• The endorsement should be visually subordinate to the subsidiary identity and should always appear in typography (Not the Delta signature or logo).

Legal Protection

• The Delta Legal department will help you determine which trademark designation should be used. If, after reading the instructions provided below, you are uncertain as to when or how a trademark designation should be used, do not hesitate to contact the Legal department. Trademark designations must always be used exactly as determined by the Legal department.
• All of our trademarks should be designated with one of the two following symbols:
• ®For service marks which have been granted registration by the U.S. Patent and Trademark Office, use the ® symbol.
• As a general rule, the ® symbol should be used on the first or most prominent usage of the registered mark in copy. However, this requirement can be satisfied by the use of a logo which includes the ® symbol. For example, if a document includes the Delta Signature, it would not be necessary to also use Delta® or SkyTeam® the first time these terms appear in text.
• In long documents, occasional use of the ® symbol will reinforce the importance and proprietary nature of the trademark to the reader.
• The ® symbol should be placed immediately after the trademark – not after descriptive names.
• For service marks which have not yet been granted registration by the U.S. Patent and Trademark Office, use the SM symbol.
• As a general rule, the SM symbol should be used on the first or most prominent usage of the registered mark in copy. However, this requirement can be satisfied by the use of a logo which includes the SM symbol.
• In long documents, occasional use of the SM symbol will reinforce the importance and proprietary nature of the trademark to the reader.
• The SM symbol should be placed immediately after the trademark – not after descriptive names.
• For trade marks which have not yet been granted registration by the U.S. Patent and Trademark Office, use the TM symbol.
• As a general rule, the TM symbol should be used on the first or most prominent usage of the registered mark in copy. However, this requirement can be satisfied by the use of a logo which includes the TM symbol.
• In long documents, occasional use of the TM symbol will reinforce the importance and proprietary nature of the trademark to the reader.
• The TM symbol should be placed immediately after the trademark – not after descriptive names.
• In order to establish and protect trademark registration, a TM or " symbol should be used if you know the Legal Department has already filed, or intends to file, a trademark application for an proprietary product or service name.

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Brand Summary

Mission

• Delta Air Lines aims to respect customers’ time and enhance the travel experience by offering personal choice, smart technology, and thoughtful service amenities, ultimately redesigning air travel with the customer in mind.

Core Values

• Comfortable
• Affordable
• Simple
• Stylish
• Inviting

Target Audience

• Value seekers—discerning consumers looking for quality experiences worth their money, not just low prices. The site also addresses frequent business travelers who desire control over their travel experience.

Personality Traits

• Respectful
• Efficient
• Warm
• Welcoming
• Stylish
• Contemporary
• Helpful
• Straightforward

Visual Identity Overview

• The visual identity is contemporary, clean, and stylish, using a structured grid layout, a distinctive color palette (Delta Blue, Red, Gray, etc.), the Whitney typeface for graphical text, and high-quality, authentic imagery focused on people, products, and destinations. The brand emphasizes consistency, clarity, and a sense of discovery in its visual and written communications.

Categories

Brand Voice

• In an online environment where a customer is not interacting with a human, copy becomes the substitute and is critical to the overall experience customers have with Delta.
• While all of the CASSI attributes are important, ‘Simple’ has the greatest weight. A challenge then becomes how to balance warmth with brevity.
• Be Brief Straight-to-the-point copy will guide the eye, keeping the brand — and the traveler — on target.
• When possible and appropriate, favor short “sound bites” of information over lengthier prose. “Relax. Unwind. Uncork.” – NOT – “Enjoy a fine wine from the comfort of your seat, courtesy of ABC Vineyard—just one of many exciting day trips Delta recommends from San Francisco.”
• Speak in a clear, active voice—avoid technical or overly formal language. “Check in ahead” – NOT – “Please proceed to the check-in counter. Be prepared with your boarding pass and identification.”
• Be Relevant Copy should highlight the insightful ways Delta is working to simplify and enhance the travel experience.
• Project a frequent traveler’s mindset – acknowledge the good and the bad. “Delays courtesy of mother nature. Hot chocolate courtesy of Delta.” – NOT – “Delta is not responsible for delays due to inclement weather in the city of departure or arrival.”
• Provide helpful “tips” that anticipate traveler needs throughout the journey. “Now would be a good time to check any toiletries too big to carry on-board”. – NOT – “You may NOT carry on the following items…”
• Be Provocative Copy should engage attention with a touch of intelligent wit that underscores Delta’s unique point of view.
• Humor should be rooted in a shared understanding of what travel is like today and what travel should be. “Chatty neighbor?” (Packaging on headsets)
• Humor should be daring enough to surprise. “Direct flights to New York City. Or to the USA.”
• Be Real Copy should demonstrate a spirit of like-minded understanding that reflects Delta’s respect for frequent travelers and their time.
• Be human but avoid over-using “you” or being too familiar. “Welcome to NYC. Have a great stay.” – NOT – “Delta welcomes you to New York City. We hope you have a wonderful journey, whatever your ultimate destination.”
• Emphasize substance over style — avoid being clever for its own sake. “JFK to LAX – 10X a DAY” (Conveys useful information) – NOT – “JFK to LAX is AOK.” (Conveys no useful information)
• Overall Copy Guidelines (supports brevity and simplicity)
• Body text areas should be no longer than 600-700 words; 1,000 words maximum. This equates to approximately 3 screen scrolls at a 800x600 resolution setting.
• Paragraphs should remain short. Optimally, paragraphs on delta.com should be less than 7 lines long. Less than 50 words is a good paragraph length.
• Simpler, smaller words should be chosen over longer, more complex words. Obtain specific term direction under the header Word Choice in the following table.
• For specific writing insights not found in the list below, refer to The Chicago Manual of Style, 15th Edition.
• For translating to languages other than English, allow 25-30% word growth minimum.
• Person Use when Referring to Delta Always refer to Delta in the first person plural (“we”). The exceptions are: • When the “we” could be misconstrued as someone other than Delta. • In the corporate sections of the site, such as “About Delta.” Then use Delta Air Lines. See “Delta” vs “Delta Air Lines” within Word Choice.
• Person Use when Referring to Passengers, Customers, or Site Users Refer to passengers, customers, or site users in the second person (“you”). The exception is when you are referring to SkyMiles members. Non-logged in users might not be SkyMiles members, and so third person use in this instance is acceptable for clarity’s sake.
• Avoid use of “just” or “simply”. They can sound patronizing to users.
• Restrict your use of the word “please”. Overuse results in a patronizing tone. An appropriate use is a situation in which Delta has inconvenienced the customer, such as a flight cancellation.

Brand Imagery

• Imagery is a universal medium used to tell stories and make human connections. In our new brand expression, we use imagery to communicate our offer in a compelling and immediate way to make a meaningful connection with all of our audiences.
• Our imagery can be categorized into three subject areas: people, product and destination. To further support our unique visual approach, imagery should use cropping, scale and select focus to portray subjects in an imaginative and dynamic way that will trigger a response, an emotion or a call to action. All imagery should be surprisingly straightforward and communicate one or more of our image attributes.
• We encourage the use of imagery that shows how our customers benefit from our service and commitment, and that acknowledges the teamwork, achievement and professional nature of our employees.
• Visuals should be full color, in sharp focus, and have a central subject without any unusual effects. Their brightness and contrast should be ample enough to provide vivid colors. The composition should be interesting and unique in terms of elements and angles. Style is paramount.
• The delta.com Home Page has unique image guidelines. See Home Page Background Imagery.
• Throughout the site, imagery is used to bring visual interest and convey additional meaning to marketing and static product content.
• For marketing placements, landscapes and destinations are the primary subject matter recommended. They should also contain enough negative space in an appropriate color value (dark or light) to allow for messages to be easily read when placed on top of them.
• For static site content call-outs, other items may be used as accents on certain areas of a page (i.e., Baggage) or specifically to illustrate a particular piece of text (i.e., Kiosk Check-in).
• Regarding aircraft and environmental imagery, aircraft images should never be: • Depicted in angles or positions that may give off a negative safety impression. • Surrounded by dangerous elements: fireworks, lightning, storm clouds. • Touching anything adjacent to it or in it’s flight path. • With characters or designs added to the standard aircraft image
• Here are examples of images that do not represent the Delta brand. Our images should never be artificial, stereotypical, decorative, literal or unnatural. Photos should not be cluttered with unnecessary props that distract from the story. Avoid using images with content that is irrelevant to our business and customers.
• 1. DO NOT use cliched metaphors to represent our product benefits. 2. DO NOT use images that are exaggerated. 3. DO NOT use images portraying cliched business gestures. 4. DO NOT use staged images. 5. DO NOT use images with artificial settings or staged environments. 6. DO NOT use images that have been digitally enhance or composed of two photos. 7. DO NOT use generic images with color filters. 8. DO NOT use with cliched destination topics. 9. DO NOT use images with cluttered and distracting environments.
• We use the cropping technique illustrated on this page to achieve the dynamic photo treatments that have been discussed on the previous pages. Cropping enables you to create a unique composition from ordinary imagery in order to bring it more in align with our brand attributes and help differentiate our photography from competitors.
• Note: When you are cropping and enlarging a small section of a photograph, make sure the photo has a high enough resolution to maintain its quality.
• In 2-and 3-level pages, imagery may be used to accentuate or illustrate the content. Always provide ALT and TITLE tag information. Make the tag descriptive enough for people navigating the web with images turned off or using screen readers. Use sentence case without end punctuation unless a proper sentence.
• When used only as an accent to the page, place in the right-rail content area.
• When used to illustrate a portion of the content, place it in the content well and wrap the copy around the image.
• Created to be a special page header. Used on special pages where strong “merchandising” is needed (e.g, destination landing page). Image should be illustrative of entire page topic. Square corners are used for this type of image because it is not interactive or clickable.

Color Palette

• For online experiences, an expanded color palette is used to cover many needs and usability concerns. These include items such as tables, forms, links, errors, etc.
• The primary colors are used for most basic online needs and items that are most important on screen. Delta Medium Blue is used for links only. Dark Gray is for all body copy. White, although not listed, is also a major color to consider when designing for screen to keep layouts open, clean and fresh. Secondary colors are used in supporting areas such as tables and table headings. Tertiary colors are used sparingly when accents are needed or unique elements need to be seen more readily.
• Delta Blue r0, g51, b102 #003366
• Delta Medium Blue (Used for links only) r0, g102, b153 #006699
• Delta Dark Gray r51, g51, b51 #333333
• Delta Red r192, g25, b51 #C01933
• Delta Light Blue 2 r230, g235, b239 #E6EBEF
• Delta Light Blue 1 r119, g153, b204 #7799CC
• Delta Dark Blue r0, g42, b80 #002A50
• Delta Light Red r224, g25, 651 #E01933
• Delta Dark Red r153, g25, b51 #991933
• Delta Gray 1 r249, g249, b249 #F9F9F9
• Delta Gray 2 r234, g234, b234 #EAEAEA
• Delta Gray 3 r226, g226, b226 #E2E2E2
• Delta Gray 4 r204, g204, b204 #CCCCCC
• Delta Orange r234, g138, b26 #EA8A1A
• Delta Yellow r255, g222, b0 #FFDEO0
• Delta Light Yellow r255, g255, b153 #FFFF99
• Delta Green r51, g153, b51 #339933
• Delta Light Green r235, g245, b235 #EBF5EB
• Delta Purple r176, g144, b176 #B090B0
• Alert Red r255, g0, b0 #FF0000

Typography

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Logo Usage

• Consistent use of the Delta signature will help build visibility and recognition for the airline and will set Delta apart from competitors. The integrity of the Delta signature must be respected at all times. Don’t stretch, condense or otherwise abstract it. Any modification of the Delta signature confuses its meaning and diminishes its impact.
• Master artwork must be used and must not be manipulated. Do not alter the arrangement, spacing, or proportions of the Delta corporate logo signature elements. Each individual signature may be proportionately enlarged or reduced.
• The Delta corporate signature contains a non-standard, custom font. It may not be approximated or replaced by a “similar” font and must be reproduced from master artwork.
• Note: There is no reversed color signature. Always reverse to white
• The Delta corporate logo device (i.e., widget symbol) may never be: • Altered or distorted, split, slanted, or have designs or type super-imposed • Turned sideways or upside-down or used as a directional element • Used alone or as a design element (must AlWAYS be part of a masterbrand or derivative signature)
• The SkyTeam™ “logo lock-up” must be used on external customer-facing products. Exceptions include Delta Cargo, which does not require the Sky Team logo when used on delta.com.
• All trademark designators (® or M) must be included as they appear on the logo signatures. See Trademarks under Copy Rules.
• The recommended minimum size for the Sky Team logotype is 6 mm in height.
• Strong color contrast between the logo and the background color is imperative.
• The full color (red and blue) Delta logo is the master Full Color treatment, and is, therefore, used most corporately; it (Used on delta.com) must appear on a white background or when the background color value is between 0% and 30% after converted to grayscale.
• A single color version of the Delta logo may appear in white only. Use the reversed signature when the background color value is between 50% and 100% after converted to grayscale.
• The Delta signature is one of the company’s most precious assets. Always position it for maximum impact and give it plenty of room to “breathe.” This will ensure the signature’s presence and legibility. Clearspace frames the signature, separating it from other elements such as headlines, text, imagery, and the outside edges of printed materials.
• A minimum amount of clearspace must surround the signature at all times. This space is equal to the cap-height of the Delta logotype (e.g. the “I” in Delta). In general, a larger amount of visually uninterrupted space should be kept clear for optimal visibility.
• When reproducing the signature, be conscious of its size and legibility. to ensure quality reproduction in print, the signature must appear no smaller than 8p in width.

Tone And Messaging

• In an online environment where a customer is not interacting with a human, copy becomes the substitute and is critical to the overall experience customers have with Delta.
• While all of the CASSI attributes are important, ‘Simple’ has the greatest weight. A challenge then becomes how to balance warmth with brevity.
• Be Brief Straight-to-the-point copy will guide the eye, keeping the brand — and the traveler — on target.
• When possible and appropriate, favor short “sound bites” of information over lengthier prose. “Relax. Unwind. Uncork.” – NOT – “Enjoy a fine wine from the comfort of your seat, courtesy of ABC Vineyard—just one of many exciting day trips Delta recommends from San Francisco.”
• Speak in a clear, active voice—avoid technical or overly formal language. “Check in ahead” – NOT – “Please proceed to the check-in counter. Be prepared with your boarding pass and identification.”
• Be Relevant Copy should highlight the insightful ways Delta is working to simplify and enhance the travel experience.
• Project a frequent traveler’s mindset – acknowledge the good and the bad. “Delays courtesy of mother nature. Hot chocolate courtesy of Delta.” – NOT – “Delta is not responsible for delays due to inclement weather in the city of departure or arrival.”
• Provide helpful “tips” that anticipate traveler needs throughout the journey. “Now would be a good time to check any toiletries too big to carry on-board”. – NOT – “You may NOT carry on the following items…”
• Be Provocative Copy should engage attention with a touch of intelligent wit that underscores Delta’s unique point of view.
• Humor should be rooted in a shared understanding of what travel is like today and what travel should be. “Chatty neighbor?” (Packaging on headsets)
• Humor should be daring enough to surprise. “Direct flights to New York City. Or to the USA.”
• Be Real Copy should demonstrate a spirit of like-minded understanding that reflects Delta’s respect for frequent travelers and their time.
• Be human but avoid over-using “you” or being too familiar. “Welcome to NYC. Have a great stay.” – NOT – “Delta welcomes you to New York City. We hope you have a wonderful journey, whatever your ultimate destination.”
• Emphasize substance over style — avoid being clever for its own sake. “JFK to LAX – 10X a DAY” (Conveys useful information) – NOT – “JFK to LAX is AOK.” (Conveys no useful information)
• Overall Copy Guidelines (supports brevity and simplicity)
• Page Length Body text areas should be no longer than 600-700 words; 1,000 words maximum. This equates to approximately 3 screen scrolls at a 800x600 resolution setting.
• Paragraph Length Paragraphs should remain short. Optimally, paragraphs on delta.com should be less than 7 lines long. Less than 50 words is a good paragraph length.
• Word Choice & Length Simpler, smaller words should be chosen over longer, more complex words. Obtain specific term direction under the header Word Choice in the following table.
• English Standards For specific writing insights not found in the list below, refer to The Chicago Manual of Style, 15th Edition.
• Language Translation For translating to languages other than English, allow 25-30% word growth minimum.

Brand Values

• Consistent use of Delta branding elements is critical to the overall experience customers have with Delta and helps to reinforce core company values as expressed through CASSI (Comfortable, Affordable, Simple, Stylish, Inviting).
• Product Guiding Principles (CASSI) Comfortable: a streamlined, simpler navigation with drop-down menus Affordable: a renewed focus toward communicating value Simple: a disciplined approach that reduces elements on the home page and throughout the site so that a customer’s core needs are met quickly Stylish: a contemporary look, rich in beautiful photography Inviting: a task-oriented design that is also warm and welcoming

Visual Style

• The layout grid is used to create a consistent and manageable layout across delta.com. It alleviates varying sizes and spacings for a variety of elements and standardizes code requirements throughout. The grid also increases the flexibility of marketing pages and creative options when creating unique pages. The following grid structure is the core foundation of delta.com and should be followed for all projects.
• Grid Specifications • 970 px wide • 24 columns, each 30px wide • 10px gutters • Outer margins 10 px • Fold at 650 from top
• 10px left margin 1 column between nav and content 6 Column nav 17 columns content well 12 columns for 1-column-body 5 columns right rail 230px (left nav) 470px (content well) 190px (right rail)
• The majority of content pages follow this grid template. It allows for right rail content to be “on” or “off” depending on page needs. The right rail spans 5 columns and is also able to contain an IAB standard ad size of 180x150 if desired.
• IAB ad option: *Note: IAB ad size is 10px narrower than, and left-aligned within, the right rail area.

Iconography

• Icons and indicators are a very useful tool to help readability, navigation, and way finding. They help direct users’ attention to important information or useful tools. The icons and indicators on delta.com are subtle and unobtrusive, but add a great deal to the overall experience.
• created on a pixel-by-pixel basis in Photoshop. They should be clear and distinct while remaining as small as possible.
• See Alert & Error Messaging section and Links.
• All icons are clickable relative to their function (i.e., the Help icon causes the help window to pop up, while an arrow links with its corresponding header). Icons are
• These icons are located within the body of the page or the left navigation area.
• Arrows: Used in Left Navigation Upon rollover, these blue arrows appear to the left of their associated link. Used with Anchor Links These icons appear next to items that anchor to lower portions of a page and next to “Return to top” links. Used with Body Copy and Application Links Certain types of links require the use of an arrow. Index links, links within a list, and alerts all follow this style. Each arrow is created as a gif file and placed with 4 pixels of space between it and its associated link. These arrows are also clickable. There are 3 arrow styles used on delta.com. Large blue: This arrow is the primary style used. It indicates linked items and is associated with bold, blue header style text. It is used in the left rail index link as well as the body of the page to indicate primary areas of content. Small blue: Used to indicate less prominent links, links not within any body copy and lists of links. The arrow is a gif image. Small red: Used only in the Home Page advisory bar to separate items when there are two. Used with Log In Application Used to open and close expandable applications.
• Error & Alert Icons: Consideration Alerts Alert (triangle) icon: highest level of alert. Essential info that must be considered. Occurs at the top of the page. “I” icon: medium alert. Appears at the beginning of a process. It’s used to call a user’s attention to relevant information such as legal disclaimers, additional information not included on a page. Action Alerts “X” icon: high alert. This should be used when the user has done something incorrectly and must fix the problem. Reverse arrow icon: medium alert. User must deal with the issue, but no error has occurred. Check mark icon: Low alert. User has succeeded in the task.
• Help Icons: These icons appear primarily within application boxes, but may be used elsewhere when needed. There are 2 options available: single color and multiple colors. When using multiple colors, limit your palette to 2-3 colors. Single colors should be directly from the color palette or within an acceptable tonal range deviance. Avoid bright or vibrant colors. See Color Palette under Branding Elements. 1. Help icon: gives users extra context to the current application being used. 2. City codes: Users click this to get the airport code of their arrival or departure. 3. Calendar: This icon brings up a small calendar for easy date finding during the reservation process.
• Move Up and Down: Currently only used within the Vouchers application to reorder the credits a customer wishes to apply to the cost of a ticket.
• New: This icon appears on new items such as Fare Sales, Packages & Promotions, and new delta.com features, such as Pay with Miles. When using this icon, do not leave it on the site for longer than five business days for special offers or 6 months for a new product/feature release. Text should align to its top edge. When only one line of text is present, the next line breaks beneath the icon to allow sufficient space between it and the icon.
• Downloadable files: Delta.com offers some files in downloadable formats, such as Word, PDF and Excel. The files’ links are displayed accompanied by a small “favicon” icon representing the different file types. The file size is also displayed in parentheses. There are 3 display variations for the icon. They are: 1. When a files’ link appears in body copy, the icon is shown at the end of the link. (Ex: Link to file [icon] (XYZ, 123k) ) 2. When a files’ link appears in a list, the icon is shown at the beginning of the Ink. (Ex: [icon] Link to file (XYZ, 123k)) 3. When a files’ link appears in a table, only the icon is shown and a rollover triggers a pop-up layer indicating the file size Icon size: 12x14 pixels. File type/size indicator: Tahoma regular, 11px, Delta Medium Light Blue 1 (RGB 102, 153, 204; HEX #6699CC)
• Icons in body copy: $2.5 billion Senior Secured Credit (PDF, 12k) [□ Facility Investor Day Conference March 27, 2007 (PDF, 16k) [Forward-looking Statement June 13, 2007 (PDE 60k)
• Icons in list: Delta Air Lines, Inc, is incorporated under the laws of the state of Delaware, To learn more, see our By-Laws [J(PDF, 72k) and Certificate of Incorporation [(PDF, 48k).
• Icons in table: 3 Ea 6a PDF 160k Ea I
• Icon size: 12x14 pixels.
• File type/size indicator: Tahoma regular, 11px, Delta Medium Light Blue 1 (RGB 102, 153, 204; HEX #6699CC)
• Step Indicator/Application Progress Bar: During booking, and other step-by-step processes, users are reminded of the progress through the progress bar. This helps to illustrate where in the process the user is. As each step is performed, the corresponding stage is highlighted in the bar with a title and blue surrounding “bubble.” The indicator should be left aligned. Each step should appear in title case. Incorporate an alt/title tag.
• Active Step: Medium blue: RGB 0,102, 153; HEX #006699 Number Text Select Passenger(s) and Bags p n White: RGB 255, 255, 255; HEX #FFFFFF Bar & Unactive Steps Grey 3: RGB 226, 226, 226; HEX #E2E2E2
• Content Dividers: When space is needed between items (such as steps in a form or to separate terms & conditions), a 1-pixel divider line may be used, created with CSS using the “hr” tag. Dividers span with width of the content well and have a 15-pixel top and bottom padding. The left navigation also uses a divider line by default between all level 2 items.
• Gray lines are used when a divider is needed on gray backgrounds. Primary use is in left navigation and to separate steps in a form, as needed. Color I1spx 100¾ ————-Gray 4: RGB 204, 204, 204; HEX #CCCCCC T15px

Layout And Composition

• The layout grid is used to create a consistent and manageable layout across delta.com. It alleviates varying sizes and spacings for a variety of elements and standardizes code requirements throughout. The grid also increases the flexibility of marketing pages and creative options when creating unique pages. The following grid structure is the core foundation of delta.com and should be followed for all projects.
• Grid Specifications • 970 px wide • 24 columns, each 30px wide • 10px gutters • Outer margins 10 px • Fold at 650 from top
• 10px left margin 1 column between nav and content 6 Column nav 17 columns content well 12 columns for 1-column-body 5 columns right rail 230px (left nav) 470px (content well) 190px (right rail)
• The majority of content pages follow this grid template. It allows for right rail content to be “on” or “off” depending on page needs. The right rail spans 5 columns and is also able to contain an IAB standard ad size of 180x150 if desired.
• IAB ad option: *Note: IAB ad size is 10px narrower than, and left-aligned within, the right rail area.
• The overall foundation of delta.com follows a simple 1/3-to 2/3-grid structure. Within the content well of the page, the space can be broken up into 2 columns to accommodate content; however, it strictly follows the width and placement set below.
• No left navigation This layout style is used when no left navigation is required and the full width of the page for header/footer graphics is to be used. Some examples include the Travel Destinations pages (Ski, Golf, Gay Travel) and Travel Getaways page.
• Pages should be highly readable so that users can scan the page and easily find what they need.
• Consistency of the style throughout the site, as well as within sections and pages, is a major priority. The same styles must be applied everywhere.

Site Elements

• Throughout delta.com, certain elements will remain constant. This section covers those elements and the rules around them. As the basis for all pages within the umbrella of delta.com, these elements set the stage for the entire user experience.
• The masthead contains branding visuals, global navigation and the global navigation for the site.
• On the outer edges, a light gray gradient is used to help visually contain the site. The background of the interior portion of the site is white.
• The Delta mark is 225x30 pixels. It contains two image map links: 1) to the delta.corn’s Home Page with an alt tag “Go to delta.com Home”), 2) for the Sky Team “bug” with an alt tag “Visit skyteam.com.”
• The mark is 10 pixels from the left side of the page and sits 20 pixels down from the top. The space between the mark and the Log In is also 20 pixels. For the masthead options that do not have the Log In, the space is xx pixels.
• For all pages that target the primary traveling customer, the masthead should include Global and Primary Navigation elements. Pages/sections that target secondary customer segments or those ancillary to our core business, utilize the Global Navigation, but use a solid blue bar in place of the Primary Navigation.
• The Home Page has a different Global Navigation bar replacing Home with Site Map for SEO purposes.
• Marketing pages and 3party hosted sites have the standard links but do not have the Search box because they are not searchable by our internal Google engine.
• The top global utility navigation bar should be 13 pixels from the top of the page with the search located directly below. Each navigational item is 5 pixels away from a 1-pixel divider in between.
• Links are not bold and underline upon rollover.
• Navigation items Font: Tahoma Regular, Title Case Size: 11px Medium Blue: RGB 0, 102, 153; HEX #006699
• Vertical divider (created from keyboard character ‘I’) Delta Red: RGB192, 25, 51; HEX # C01933
• The Primary Navigation for delta.com is built around the 2 main parts of the “Travel Ribbon:” “need a ticket?” (Planning & Reservations) and “got a ticket?” (Traveling & Check-In) as well as the customer relationship management aspect of the business, SkyMiles®.
• The navigation bar sits 82 pixels from the top of the page and is 31 pixels high and 970 pixels in width. Each navigational item is 9 pixels from the top of the bar and 8 pixels from the bottom.
• Primary Navigation Active Menus: After clicking on a global navigation item, it becomes “active.” To indicate this, a color similar to the application header bar colors the item; it also drops down slightly to further emphasize its state.
• On rollover of each category, the background changes from dark blue to a medium blue and the indicator arrow next to the title turns downward to indicate that the section is being “opened” and becomes white.
• Navigation items should be limited to a single line (180px) or a character count limit of approximately 25 characters. Links to 3 parties and wrapping should be the rare exceptions and only due to a legal or business compelling need. External links should be identified by adding the host name (i.e., by WWTE).
• Drop down menu items Font: Tahoma Regular, Title Case Size: 11px Medium Blue: RGB 0, 102, 153; HEX #006699
• Drop down menu items rollover Font: Tahoma Regular, Title Case Size: 11px Leading: 18px Medium blue: RGB 0, 102, 153; HEX #006699
• The Log In follows the design specs of Application Boxes. The header is a 21px tall blue bar surrounded by a thick white stroke. A light gray body area follows this area. The height is variable to accommodate content. The content in the application boxes should be restricted to the most essential inputs necessary to start the function, supporting the ‘Simple’ in CASSI.
• Specifically, the Log In box is considered a global asset and has 2 presentation states: Fixed Open (e.g., Home Page) and Expandable and 3 functional states (see Log In Application -User States on the next page).
• Entry areas into the site (e.g., the Home Page, 2Level, Cargo) and applications that benefit from pre-population of customer data should use the Fixed Open version.
• Static content pages (2nd level and below) should use the Expandable state. For some of the footer sections (e.g., Business Programs & Services), the Log In box may be excluded.
• On 2level and below pages, the Log In application may have the ability to be collapsed. To expand and collapse the box, users need to click only once on the “Open” and “Close” links added to the bottom of the app box. These links appear only at this level and never on the fixed, open state.
• This state is the default 3rd level application state.
• This state follows the standard application design rules, with the addition of the “Close” link at the bottom.

Masthead

• The masthead contains branding visuals, global navigation and the global navigation for the site.
• On the outer edges, a light gray gradient is used to help visually contain the site. The background of the interior portion of the site is white.
• The Delta mark is 225x30 pixels. It contains two image map links: 1) to the delta.corn’s Home Page with an alt tag “Go to delta.com Home”), 2) for the Sky Team “bug” with an alt tag “Visit skyteam.com.”
• The mark is 10 pixels from the left side of the page and sits 20 pixels down from the top. The space between the mark and the Log In is also 20 pixels. For the masthead options that do not have the Log In, the space is xx pixels.
• For all pages that target the primary traveling customer, the masthead should include Global and Primary Navigation elements. Pages/sections that target secondary customer segments or those ancillary to our core business, utilize the Global Navigation, but use a solid blue bar in place of the Primary Navigation.
• The Home Page has a different Global Navigation bar replacing Home with Site Map for SEO purposes.
• Marketing pages and 3party hosted sites have the standard links but do not have the Search box because they are not searchable by our internal Google engine.
• The top global utility navigation bar should be 13 pixels from the top of the page with the search located directly below. Each navigational item is 5 pixels away from a 1-pixel divider in between.
• Links are not bold and underline upon rollover.
• Navigation items Font: Tahoma Regular, Title Case Size: 11px Medium Blue: RGB 0, 102, 153; HEX #006699
• Vertical divider (created from keyboard character ‘I’) Delta Red: RGB192, 25, 51; HEX # C01933
• The Primary Navigation for delta.com is built around the 2 main parts of the “Travel Ribbon:” “need a ticket?” (Planning & Reservations) and “got a ticket?” (Traveling & Check-In) as well as the customer relationship management aspect of the business, SkyMiles®.
• The navigation bar sits 82 pixels from the top of the page and is 31 pixels high and 970 pixels in width. Each navigational item is 9 pixels from the top of the bar and 8 pixels from the bottom.
• Font: Whitney Semibold, Title Case Font: Webdings Top Bevel: Left: Size: 15px Size: 15px RGB 26, 72, 118; HEX #1a4876 RGB 130, 153, 176; HEX #8299b0 White: RGB 255,255,255; HEX #FFFFFF Closed: RGB 204, 51, 0; HEX #CC3300 Height: 15 pixels Height: 31 pixels
• Open: RGB 255, 255,255; HEX #FFFFFF Width: 199 pixels Width: 1 pixel Bottom Bevel: Delta blue: RGB 0, 51, 102; HEX #003366 Height: 16pixels Width: 199 pixels Right: RGB 13, 36, 59; HEX #0d243b Height: 31 pixels Width: 1 pixel
• After clicking on a global navigation item, it becomes “active.” To indicate this, a color similar to the application header bar colors the item; it also drops down slightly to further emphasize its state.
• Medium Blue: RGB 0, 102, 153; HEX #006699 Height: 37 pixels Width: 199 pixels
• On rollover of each category, the background changes from dark blue to a medium blue and the indicator arrow next to the title turns downward to indicate that the section is being “opened” and becomes white.
• Navigation items should be limited to a single line (180px) or a character count limit of approximately 25 characters. Links to 3 parties and wrapping should be the rare exceptions and only due to a legal or business compelling need. External links should be identified by adding the host name (i.e., by WWTE).
• Drop down menu items Font: Tahoma Regular, Title Case Size: 11px Medium Blue: RGB 0, 102, 153; HEX #006699
• Highlighted navigation background Top Bevel: Medium Blue: RGB 0, 102, 153; HEX #006699 Height: 15 pixels Width: 199 pixels Bottom Bevel: RGB 0, 92, 143; HEX #005c8f Height: 16pixels Width: 199 pixels
• Drop down menu items rollover Font: Tahoma Regular, Title Case Size: 11px Leading: 18px Medium blue: RGB 0, 102, 153; HEX #006699

Navigation

• The masthead contains branding visuals, global navigation and the global navigation for the site.
• For all pages that target the primary traveling customer, the masthead should include Global and Primary Navigation elements. Pages/sections that target secondary customer segments or those ancillary to our core business, utilize the Global Navigation, but use a solid blue bar in place of the Primary Navigation. See Business Programs & Services, which targets various corporate customers.
• The Home Page has a different Global Navigation bar replacing Home with Site Map for SEO purposes.
• Marketing pages and 3party hosted sites have the standard links but do not have the Search box because they are not searchable by our internal Google engine.
• The top global utility navigation bar should be 13 pixels from the top of the page with the search located directly below. Each navigational item is 5 pixels away from a 1-pixel divider in between.
• Links are not bold and underline upon rollover.
• Navigation items Font: Tahoma Regular, Title Case Size: 11px Medium Blue: RGB 0, 102, 153; HEX #006699
• Vertical divider (created from keyboard character ‘I’) Delta Red: RGB192, 25, 51; HEX # C01933
• The Primary Navigation for delta.com is built around the 2 main parts of the “Travel Ribbon:” “need a ticket?” (Planning & Reservations) and “got a ticket?” (Traveling & Check-In) as well as the customer relationship management aspect of the business, SkyMiles®.
• The navigation bar sits 82 pixels from the top of the page and is 31 pixels high and 970 pixels in width. Each navigational item is 9 pixels from the top of the bar and 8 pixels from the bottom.
• Primary Navigation Active Menus After clicking on a global navigation item, it becomes “active.” To indicate this, a color similar to the application header bar colors the item; it also drops down slightly to further emphasize its state.
• On rollover of each category, the background changes from dark blue to a medium blue and the indicator arrow next to the title turns downward to indicate that the section is being “opened” and becomes white.
• Navigation items should be limited to a single line (180px) or a character count limit of approximately 25 characters. Links to 3 parties and wrapping should be the rare exceptions and only due to a legal or business compelling need. External links should be identified by adding the host name (i.e., by WWTE).
• Drop down menu items Font: Tahoma Regular, Title Case Size: 11px Medium Blue: RGB 0, 102, 153; HEX #006699
• Drop down menu items rollover Font: Tahoma Regular, Title Case Size: 11px Leading: 18px Medium blue: RGB 0, 102, 153; HEX #006699
• Index links are used on 1st level and some sub-site landing pages to show users the “child” pages they may visit within the main section. The link name is the page title of the destination page. Each is followed by a short 1-2 line (max.) description of the area to which it leads.
• There is an arrow (large) by the link name, which behaves as a bullet and is active but not underlined.
• On 1st level landing pages, navigation links are shown on the left and should be ordered by business needs and/or follow a logical customer sequence. The Primary Navigation drop-downs should duplicate the link order.
• If used on 2nd level pages and below, it may be used in the content well of the page to act as a trafficking link to highlight child content pages.
• Heading Font: Tahoma Bold, Title Case Size: 11px Static: Medium blue: RGB 0,102, 153; HEX #006699 Rollover: Underline Medium blue: RGB 0,102, 153; HEX #006699 4 pixels separate arrow from Heading. See Link Arrows under Icons.
• Copy Font: Tahoma Regular, Title Case Size: 11px Dark gray: RGB 51, 51, 51; HEX #333333
• Left-rail navigation appears on 2nd level pages and below, and can accommodate down to the 5th level of content. This system becomes a pseudo “bread crumb” so users may see their path and reference to their current section/selection.
• All text is HTML with rollovers created using CSS classes and all items are linked. Starting below the section heading, as users roll over each item, the page title highlights blue, underlines, and a blue arrow appears next to it. The arrow appears only on the 3rd level. The arrow is neither active nor underlined upon rollover.
• On click, the arrow points down and the section expands to reveal its “children.” If there are no children, the arrow remains facing the page title.
• Within 4 level subsections, each item highlights blue and underlines on rollover. On click, each item becomes bold as its subsection opens.
• A small round-cornered notch follows along with the base of each group of links, indicating a distinct end to the section. This process is repeated until the final level of content is reached.
• There should be no more than 9 links in a level. The recommended number of links is 7 for optimal scanability.
• Link order is defined by business, natural customer sequence, and/or alphabetical if all topics are of same weight through the 3 level. The 4 and 5 levels should default to alphabetical.
• Left Nav Exceptions Frequently Asked Questions, Aircraft Types, and Benefits at a Glance
• Section heading bar Delta blue: RGB 0, 51, 102; HEX #003366
• Primary sections background Gray 2: RGB 234, 234,234; HEX #EAEAEA
• Secondary sections background Gray 3: RGB 249, 249, 249; HEX #F9F9F9
• Bottom column area Gray1: RGB 226,226,226; HEX #E2E2E2
• Divider lines (only appear between top level items) Border-top: 1px solid Gray 4: RGB 204,204,204; HEX #CCCCCC
• Left Navigation Heading (div#genLeftNav h1) Font: Tahoma Bold, Title Case Size: 13px Line height: 33px White: RGB 255, 255, 255; HEX #FFFFFF
• At the top of the left-hand navigation, the heading appears in a medium blue bar with white text. This shows where users are and helps them navigate back to the primary 3Level page of that section.
• Left Navigation Link Static (div#genLeftNav h2) Font: Tahoma Bold, Title Case Size: 11px Line height: 18px Divider line: Border-top: 1px solid #CCCCCC Dark gray: RGB 51, 51, 51; HEX #333333
• Each section link within the left navigation appears in bold and dark gray.
• Left Navigation Link Rollover (div#genLeftNav h2.navHover) Active (div#genLeftNav h2.navHot) Font: Tahoma Bold, Title Case Size: 11px Rollover: Underline+ Arrow Line height: 18px Medium blue: RGB 0, 102, 153; HEX #006699
• On rollover, the text turns blue and is underlined. A small right-pointing arrow to indicate user selection precedes the link. The arrow is neither underlined, nor active. On click, the section expands to show sub areas. The link remains blue, but also becomes bold. The arrow to the left now points down indicating the section is now “open.” If there are no children, the arrow remains pointing to the right.
• Left Navigation Sub-link Static (div#genLeftNav h3) Font: Tahoma Regular, Title Case Size: 11px Line height: 18px Dark gray: RGB 51, 51, 51; HEX #333333
• Links with this style appear in sub areas of the left navigation. On rollover, they highlight and underline blue, and on click, remain blue and become bold.
• Left Navigation Sub-link Rollover (div#genLeftNav h3 a:hover) Active (CSS code) Font: Tahoma Regular, Title Case Size: 11px Rollover: Underline Line height: 18px Medium blue: RGB 0, 102, 153; HEX #006699
• This is the rollover state of the sub areas.
• Left Navigation Sub-link (5th level) Static (css class name) Font: Tahoma Regular, Title Case Size: 11px Line height: 18px Dark gray: RGB 51, 51, 51; HEX #333333
• Links with this style appear below the sub areas of the left navigation. On rollover, they highlight and underline blue, and on click, remain blue and become bold.
• Left Navigation Sub-link (5th level) Rollover (css class name) Active (CSS class name) Font: Tahoma Regular, Title Case Size: 11px Rollover: Underline Line height: 18px Medium blue: RGB 0, 102, 153; HEX #006699
• This is the rollover state of the area.
• Left Navigation Sub-link (5th level) Selected (css class name) Active (CSS class name) Font: Tahoma Bold, Title Case Size: 11px Line height: 18px Medium blue: RGB 0, 102, 153; HEX #006699
• This is the selected state of the area.
• Related links are available for use on 1st level pages and below to help give users more options to explore Delta products and services that appear in different sections of the site. These links are considered supplemental in nature. If directly related to the page’s content, it should be embedded within the body copy.
• Do not include links to content located as a child or sibling within the section because they are handled within the left navigation.
• Related links should be limited to no more than four and be ordered by business need.
• Sections that should always include Related Links are FAQs and Contact pages that live in a separate place in the information architecture; therefore, will need a link back to referring policy/product content.
• Related Links Heading (add class) Font: Tahoma Bold, Title Case Size: 13px Delta blue: RGB 0, 51, 102; HEX #003366 Divider link: border-bottom 1px solid; Delta light red: RGB 224, 25, 51; HEX #E01933
• Related Links Static (add class) Font: Tahoma Regular, Title Case Size: 11px Dark gray: RGB 51, 51, 51; HEX #333333
• Related Links Rollover (add class) Font: Tahoma Regular, Title Case Size: 11px Medium blue: RGB 0, 102, 153; HEX #006699
• On rollover, they highlight and underline blue.

Buttons

• Buttons should be used primarily to indicate an input or movement to “the next action” within a function. They are also used to draw attention and “command a click” within marketing messages/call-outs.
• The new CSS-style button is a highly flexible solution and is easily translated into multiple languages. It is designed in 3 variations: blue, white and disabled.
• A button can be placed on the same line as the last line of copy as long as it is at least 25px away to the right of any copy or body page elements on the same line. Buttons must be at least 5px below any character, form field, or table on the line above the button. There must be exactly 5px between the button and any border to the right (if right-aligned) or below the button.
• Buttons that keep you on the same page (e.g., reset) or take you forward in a process should align to the right of the page. Buttons that take you back in the process should align to the left of the page. If multiple buttons on the same line (same side), consider the business/process hierarchy to determine the order.
• Existing buttons are stored under this filepath: http.//images.delta.com/delta/buttons/
• The filename is equal to the button label text/functionality with the addition of the color specification and the file extension.
• “S” is used for blue buttons (ex: booknow_S.gif)
• “G” is used for grey buttons (ex: booknow_G.gif)
• “W” is used for white buttons (ex: booknow_W.gif)
• Should a new button be required, please contact julie.palmer@delta.com
• If you are unsure which button to use, please refer to your project manager.
• Blue (standard) Used in most cases on white or light backgrounds.
• White: Used in cases on dark backgrounds.
• Disabled: Used when an action is disabled, but a button needs to be present.
• Right arrow Used to indicate forward action either in a process or CTA
• Left arrow Used to indicate backward action either in a process or CTA
• Square icon Used to indicate action at the end of a process (i.e. Print) or stopping a process (i.e. Clear, Cancel, etc.)
• Custom icon Used to accent the button and be more specific with the button’s action.
• Blue Button (shown 200% scale) Static State Font: Tahoma, Bold, Title Case Size: 11px Text: HEX #ffffff; RGB 255, 255, 255 Background color: HEX #003366; RGB 0, 51, 102
• Hover State Bevel Color Top: HEX #3385ad Bevel Color Bottom: HEX# 006699
• Active State Bevel Color Top: HEX #006699 Bevel Color Bottom: HEX# 3385ad Text shift: -1px
• White Button (shown 200% scale) Static State Font: Tahoma, Bold, Title Case Size: 11px Text: HEX #003366; RGB 0, 51, 102 Background color: HEX #ffffff; RGB 255, 255, 255
• Disabled Button (shown 200% scale) Static State Font: Tahoma, Bold, Title Case Size: 11px Text: HEX #ffffff; RGB 255, 255, 255 Background color: HEX #cccccc; RGB 204, 204, 204
• The button’s icon should only be changed if it is highly needed. The arrow or square is the primary icon to be used.
• Button Icon Blue Icon: HEX #ffffff; RGB 255, 255, 255 Bevel Color Top: HEX #3385ad Bevel Color Bottom: HEX #006699
• Button Icon Gray Icon: HEX #ffffff; RGB 255, 255, 255 Background Color: HEX #ebebeb
• To complement the new CSS-style buttons, a graphic variation may be used in instances where a CSS button cannot. These instances will happen mostly on banner ads, either external or internal to delta.com.
• The specs are also valid for Flash use. Note: If you are unsure which button to use, please refer to your project manager.
• CSS buttons should be used primarily when possible.
• Blue button (shown 200% scale) Font: Whitney, Semi bold, Rendered Crisp, Title Case, Spacing+10 Size: 12px Text: HEX #ffffff; RGB 255, 255, 255 Background: HEX #003366; RGB 0, 51, 102 Flash: Anti-alias for Readability
• White button (shown 200% scale) Font: Whitney, Semibold, Rendered Crisp, Title Case, Spacing +10 Size: 12px Text: HEX #003366; RGB 0, 51, 102 Background: HEX #ffffff; RGB 255, 255, 255
• Disabled button (shown 200% scale) Font: Whitney, Semi bold, Rendered Crisp, Title Case, Spacing+10 Size: 12px Text: HEX #ffffff; RGB 255, 255, 255 Background: HEX #cccccc; RGB 204, 204, 204
• See Buttons under Copy Rules for text guidelines.
• Buttons should be 1-3 words in length. Word choice is action-oriented and should set expectations for what the customer will see next. Generally buttons should be reserved for use within functions or on image backgrounds; otherwise use hyperlinked copy (See xxx). Avoid using the word “button” when writing instructions. Use the exact case and wording of the button label. See Links under Copy Rules. See Buttons under Site Elements for specifications.
• Title Case (from Chicago Manual of Style rules for “Headline Style” capitalization p.8.167) Where the first letter of each word is capitalized. Exceptions for lowercase: • Conjunctions, articles, and the words “to” and “as”, regardless of grammatical function. • Prepositions, regardless of length, except when they are: o Used adverbially or adjectively ( up in Look Up, or on in The On Button) o Stressed (as through in A River Runs Through It) o Used as conjunctions (before in Look Before You Leap) Use for: • Buttons • Headers (i.e., Page Titles, App Boxes) • Navigation Elements

Tabs

• Tabs are used in a limited numbers of areas, but can be of value when presenting large amounts of parallel information on a single page. This style is used with an application and when changing functions or actions within that application.
• Typically only 4 tabs appear at one time. When more are needed, arrow tabs appear when there are more tabs to indicate navigation to more information.
• Style A-Application level tabs
• Active tab Text Font: Tahoma Bold, Title Case Size: 11px White: RGB 255, 255, 255; HEX #FFFFFF Background Delta Blue: RGB 0, 51, 102; HEX #003366
• Static tab Text Font: Tahoma Bold, Title Case Size: 11px White: RGB 255, 255, 255; HEX #FFFFFF Background Light Blue 1: RGB 119, 153, 204; HEX #6699CC
• Tabs are used in a limited numbers of areas, but can be of value when presenting large amounts of parallel information on a single page. This style is used to condense large amounts of page-level content.
• Style B-Page content level tabs
• All tabs equal width which may vary by need. Variable, depending on number of tabs.
• Active tab Text Font: Tahoma Bold, Title Case Size: 11px Dark gray: RGB 51, 51, 51; HEX #333333 Background White: RGB 255, 255, 255; HEX #FFFFFF Border Light gray: RGB 204, 204, 204; HEX #CCCCCC Bottom border is removed so tab color matches page color.
• Static tab Text Font: Tahoma Bold, Title Case Size: 11px Medium blue: RGB 0, 102, 153; HEX #006699 Background Light gray: RGB 238, 238, 238; HEX #EEEEEE Border Light gray: RGB 204, 204, 204; HEX #CCCCCC
• Inactive tab Text Font: Tahoma Regular, Title Case Size: 11px Gray: RGB 153, 153, 153; HEX #999999 Background Color name: RGB 216, 216, 216; HEX #D8D8D8

Links

• Delta Medium Blue (Used for links only) r0, g102, b153 #006699
• Links Use title case for hyperlinks that reference page titles. See Links under Copy Rules.
• Links (Hyperlinks) In Body Copy Links should be 1-4 words in length. Choose the main words that tell what the customer will see next. Include key words that will appear in the title on the subsequent page to help with the visual connection. If the entire Page Title is used, title case the link as a proper noun. Try to keep links made from multiple words from wrapping to another line. See Capitalization: Other Rules under Copy Rules. As a Button Substitute or Equal Use Title Case. Links should be 1-3 words in length. Word choice is action-oriented and should set expectations for what the customer will see next. See Links under Site Elements.
• Links (Hyperlinks) Do not hyperlink end punctuation marks.
• Due to the nature of the web, do not underline copy for emphasis as it infers hyperlinked text. See Bold and Italics in this same section.
• Hyperlinked text should be a maximum of 4 words with the exception of links in a list. Select words for links that best convey the linked page’s content. Key words from the link should match the title of those in the title of the linked page so that a customer feels comfortable they’ve been taken to the right spot. When linking to a specific page, and using that page’s name, link should be Title Case. Do not hyperlink end punctuation marks though include them in the color wrapper. Links to external websites must open another browser window. Use Target=”_blank” in the href tag. Be sure to add the Web Analytics tool (Visual Sciences) redirect tag. See Buttons, Application Boxes, Anchor links and Return to top links, Related links.
• Links in Body Copy (Paragraphs) Any link within a body copy paragraph (at least 11 points or greater) should be blue, bold, and underlined on rollover only. For footer-type body copy that is 10 points or less, the link should be blue, of regular weight, and underlined (no rollover). Visited body links remain their original color. This helps users to relocate links quickly while not cluttering the page with a variety of colors. Body Links (a:link, a:visited, a:hover, a:active) Font: Verdana MS Bold, Case – see Copy Rules Static: No underline Rollover: Underline Size: 11px Medium blue: RGB 0, 102, 153; HEX #006699 Small Body Links (.smallText a:link, a:visited, a:hover, a:active) Font: Verdana MS Regular, Sentence case Underlined Size: 9px Medium blue: RGB 0, 102, 153; HEX #006699
• Links as Button Equivalents Typically used in applications or “partitioned” content/messaging areas where there are already primary functional buttons. All arrows preceding a link are created graphically with a .gif file and spaced accordingly with CSS. All arrows are also clickable.
• Links as Button Equivalents (cont.) Not Bold/Small Arrow (optional) Used in application boxes (i.e., Round-trip reservations), application definition features, and right-rail call-outs. It may be treated with a small arrow, particularly if needed to distinguish between 2 or more links stacked vertically, and regular blue text. The application links are underlined (no rollover). Font: Tahoma Regular, Title Case -see Copy Rules Static: No underline Rollover: Underline Size: 11px Medium blue: RGB 0, 102, 153; HEX #006699 Small Body Links (.smallText a:link, a:visited, a:hover, a:active) Font: Verdana MS Regular, Sentence case Underlined Size: 9px Medium blue: RGB 0, 102, 153; HEX #006699 Bold/Large Arrow Used within functions to highlight ancillary functions within an application. It is also used in Marketing components when the punch of a button is needed but copy space is limited. It is treated with a large arrow, bold blue text, and underlines on rollover. Font: Tahoma Bold, Title Case -see Copy Rules Static: No underline Rollover: Underline Size: 11px Medium blue: RGB 0, 102, 153; HEX #006699 See Icons & Indicators for arrows. See Home Page Messaging for button/link usage.
• Links in a List Not Bold/Small Arrow Used as a list of body copy links (not primary navigation elements). Includes the Specials and News areas on the Home Page. To aid readability, it should be treated with the small blue arrow before each link. The text is regular body style and blue and underlines on rollover because of their longer text length. Font: Tahoma Regular or Bold, Sentence or Title Case – see Copy Rules Static: No underline Rollover: Underline Size: 11px Medium blue: RGB 0, 102, 153; HEX #006699 See Home Page Messaging.
• Links to a Help Box Not Bold Used to highlight ancillary copy that is displayed in a pop-up. The link should be blue (no bold) and underlined (no rollover). Font: Tahoma Regular, Title Case – see Copy Rules Static: Underline Rollover: Underline Size: 10px Medium blue: RGB 0, 102, 153; HEX #006699
• On certain pages that are lengthy, due to a large number of related subsections (e.g., FAQs, Fragile & Bulky Items), anchor links are used to assist users to quickly find a topic. When there are more than five items, use the drop-down anchor link style. FAQs are the exception. The entire list should be displayed in the order set by customer frequency if known and written in the customer’s voice. A “Return to top” link is used with anchor link behavior to allow users to get back to the top of the page for quick reference and navigation. However, to further aid navigation, “return” links can also be used by themselves on long pages that do not have anchor links. To show direction, arrow symbols are added to the beginning of the link. See Content Icons. Anchor and Return to top links follow standard capitalization rules. See Capitalization under Copy Rules.
• Anchor Links Background Color Light blue: RGB 230, 235, 239; HEX #E6EBEF Links Font: Tahoma Bold Size: 11px Medium blue: RGB 0,102, 153; HEX #006699 Red Rule Height: 1px Color: Delta Light Red: RGB 224, 25, 51; HEX E01933

Call Outs

• Several layout styles that help add visual interest and create a clear page hierarchy should be used to highlight copy within the content well. The following styles are used and may be used in combination on a page. Always follow the defined layout grid.
• Use these styles when: 1. Graphics are being used (i.e., Limited Time Offers). 2. There are similar types of content on the page, but it needs to be separated into individual sections (i.e., Movies). 3. The content is primarily Marketing-focused (i.e., Limited-time offers, Partner Offers).
• Use these styles when: 1. Calling out certain types of information or links. 2. Items that need emphasis on the page. 3. Separating sub-topics from the main topic.
• This layout style is used primarily to house similar groups of content or unique content (such as Limited-time Mileage Offers). styles. This style is mainly used when graphics are needed and for marketing promotions.
• In large groups, a “Return to top” link is used underneath each section. In some cases, a link to see more items (as in the example below) is also used. The blue header is created with a graphic, while all other copy is HTML, following all type styles. This style is mainly used when graphics are needed and for marketing promotions.
• Header Bar Delta blue: RGB 0, 51, 102; HEX #003366
• Title Font: Tahoma Bold, Title Case Size: 13px White: RGB 255, 255, 255; HEX #FFFFFF
• Bubble Copy Font: Tahoma Regular, Sentence case Size: 11px Dark gray: RGB 51, 51, 51; HEX #333333
• Body Background Delta Gray 1: RGB 249, 249, 249; HEX #F9F9F9
• Photoshop layer style: Stroke Size: 1px Position: Inside Blend Mode: Normal Opacity: 100% Color: RGB 204, 204, 204; HEX #CCCCCC
• There are 2 message types for right-rail call outs: Operational and Marketing. When placing messages on a page, take into consideration the type of message(s) and how they are arranged and listed. Preferably, all messages on a page will be of the same type.
• Operational messages are those that affect a user’s travel such as passport requirements, security alerts, etc. Promotional messages are those are promoting a new feature or area of the site. Icons are used only on these messages.
• PRIMARY (190 x 90) No icon # BE PREPARED Tips to let you breeze through the airport. Learn More [[
• Headline: Whitney Medium, 17px/17px, Sharp, All caps, White
• Copy, 1st line: Whitney Medium, 12px/18px, Sharp, White
• Copy, 2nd line: Whitney Medium, 12px/14px, Sharp, White
• With icon (Marketing only) READY FOR YOUR CLOSE-UP? See your pix at Delta Clicks ±2a□
• Headline: Whitney Semibold, 12px/14px, Sharp, All caps, White 2 lines maximum *Note: when headline is 2 lines, body copy is restricted to 1 line.
• Copy, 1st line: Whitney Medium, 12px/20px, Sharp, White
• Icon size: Fit within 25-30px, align with headline.
• Operational messages should be placed first in the stack and colored Delta Blue, followed by Promotional/Marketing messages colored Delta Medium Blue.
• Primary variations should always be used first when developing new messages. Copy and icon usage should be tailored to these variations. Secondary variations should only be used in extreme cases where icon or longer copy length is absolutely required.
• SECONDARY (190 x 90) Long text, no icon ## DELTA’S RESTRUCTURING Learn more about our restructuring. Learn More [
• Headline: Whitney Semibold, 12px/14px, Sharp, All caps, White
• Icon size: Fit within 25-30px, align with body copy.
• As a complement to the primary Gray table style, this layout style is used in various areas throughout delta.com and should be employed sparingly.
• Heading Font: Tahoma Bold, Title Case Size: 11px Medium blue: RGB 0, 102, 153; HEX #006699
• Heading Bar Delta Gray 4: RGB 204, 204, 204; HEX #CCCCCC
• Background Delta Gray 1: RGB 249, 249, 249; HEX #F9F9F9
• Copy Font: Tahoma Regular, Sentence case Size: 11px Dark gray: RGB 51, 51, 51; HEX #333333 See Small Application & Call-out Box Links
• Small Arrow The arrow is a gif image and should be active. See Icons & Indicators.
• This style is used to feature alert content and may extend to areas where sub-topic copy needs to be wrapped by a caption.
• Heading (alert) Font: Tahoma Bold, Title Case Size: 13px White: RGB 255, 255, 255; HEX #FFFFFF
• Orange background Orange: RGB 234, 138, 26; HEX: #EA8A1A
• Used primarily on landing pages to separate content from the background image, this style may also be used on a white background and filled with light blue.
• Box Color (On Color Background) White: RGB 255, 255, 255; HEX #FFFFFF Opacity: 60%
• Box Color (On White Background) Light blue: RGB 230, 235, 239; HEX #E6EBEF
• Heading Font: Tahoma Bold, Title Case Size: 11px Static: Medium blue: RGB 0,102, 153; HEX #006699 Rollover: Underline Medium blue: RGB 0,102, 153; HEX #006699
• Copy Font: Verdana MS Regular, Sentence case Size: 11px Dark gray: RGB 51, 51, 51; HEX #333333
• Links Font: Tahoma Regular, Title Case Size: 11px Static: Medium blue: RGB 0,102, 153; HEX #006699 Rollover: Underline Medium blue: RGB 0,102, 153; HEX #006699
• The call outs serve as links to related information or actions. There are 3 different types, similar to the “Solid Dark” style: Marketing, Operational and Branding. These links are based on either cross-sell/up-sell, provide more information, or call out specific branding points afforded by the content page. All three are to replace Related Links in the left nav.
• As with current right rail callouts Operational messages should not be combined with Marketing messages. A Branding message (Did You Know?) can be combined with either or stand on its own. If combined, the right rail should not extend past the copy on the page (ie: the page should not lengthen due solely to right rail callouts).
• Operational Use to provide related info that helps with general visitor knowledge (as an index of related items). They cannot be combined with Marketing messages, but may be combined with Branding messages.
• Marketing Use to increase enrollment in offers, upsell additional products such as Wi-Fi, or close the sale. They cannot be combined with Operational messages, but may be combined with Branding messages.
• Branding These messages are used as expanded information or “quick glance” notes related to the page content. The text is static content, links are not used. They can be combined with either Operational or Branding messages.
• Heading Bar Delta Blue: RGB 0, 51, 102; HEX #003366 Heading Font: Tahoma Bold, Title Case Size: 11px, White Background Delta Gray 1: RGB 249, 249, 249; HEX #F9F9F9 Outline Delta Gray 3: RGB 226, 226, 226; HEX #:E2E2E2
• Heading Bar Delta Light Blue 1: RGB 119, 153, 204; HEX #7799CC
• On 2nd and 3rd level (and below) pages, a marketing call-out may be used to promote an offer, product/feature, or partner.
• Since these assets are served by DART, they are ordinarily full graphics with a transparent border and not CSS driven. Generally speaking, all text within the message is set in Whitney Book with a small button style for the call to action. Depending on the placement of the call-out and the usage, though, HTML/system text may be used instead of graphic text. Exceptions include the secondary-level
• Placement of the text and button is subjective, but should be positioned in a pleasing position to enhance the message and promote readability.
• The assets below appear on the bottom of the 2Level landing pages (i.e., Planning & Reservations, Traveling & Check-in, Sky Miles). The “weight/content” of the message, should determine the presentation style. Naturally if the message supports the smaller box style, two messages are needed.
• The color scheme should compliment the delta.com site while maintaining brand integrity with the featured product. It should not be so visually overwhelming that a user would struggle to focus on the core page content.
• Contained style The contained style of marketing is the most widely used and can contain any type of marketing message that is relevant to the content page/section topic.
• Both the full-image and copy heavy styles are appropriate for these spaces.
• Width: 230px Height: 90px
• All right rail call-outs should move to a 190px or 230px width standard.
• Call-outs at 190px are used in the right rail. Call-outs at 230px are used in the content well.
• Call-outs with a full image background should include a button (15px) call to action.

Tables And Charts

• Because there are so many types of information found on delta.com, a set of table and chart styles was developed. These aid in organization and hierarchy of information, and contribute to page aesthetics.
• Overall to avoid clutter and confusion, page production must take into account all types of content on the page when choosing table styles.
• Gray & Blue (Standard) Use this style when: You need to manage data intensive tables. Between sections that are divided by a row header, a pixel divider is used, as well as between columns. The divider extends through the header area into the column subheaders as well. Row headers and column subheaders are colored with light blue. Table captions are located outside of the table and follow their own CSS class style. See the CSS Appendix for more information.
• Gray (no columns) Use this style when: • There are few graphics (i.e., “New” icon) or none. • Certain blocks of information need to be emphasized (i.e., Fares’ “How it Works”).
• Stripes only (no border) Use this style when: In the case of multiple single-line items, such as the Web Offers pages, a striped table style is used because of the length of content, and to keep the page readable without overloading it with visuals. This style may also be used when each line item has an associated action, as in Web Fares example. While a Gray table style may have been used here, this content was followed by a “How it Works” rules table already in the Gray style. Having the same two styles on the page immediately together would have caused visual confusion and clutter, which should be avoided.
• Variation -Gray with single data row Use when a block of content is mostly informational and technical, rather than marketing or promotional.
• Row Colors Outer frame of table Delta Gray 4: RGB 204, 204, 204; HEX #CCCCCC Column & Row Subheaders Light blue: RGB 230, 235, 239; HEX #E6EBEF Divider (used in data heavy tables) Size: 1px Dark gray: RGB 175, 175, 175; HEX #AFAFAF Column headers Font: Tahoma Bold, Title Case Size: 13px Dark gray: RGB 51, 51, 51; HEX #333333 Links Font: Tahoma Bold, Sentence case Size: 13px Rollover: Underline Medium blue: RGB 0,102, 153; HEX #006699 First Data Row Delta Gray 1: RGB 249, 249, 249; HEX #F9F9F9 Second Data Row Delta Gray 2: RGB 234, 234, 234; HEX #EAEAEA Table Caption Font: Tahoma Bold, Title Case Size: 13px Dark gray: RGB 51, 51, 51; HEX #333333 Text Font: Tahoma Regular, Sentence case Size: 11px Dark gray: RGB 51, 51, 51; HEX #333333 Valign: top
• TABLES & CHARTS Applications The itinerary selection displays the desired application table look implemented with the May ‘06 Shopping Initiative release. See Links.
• Column Sorting Click the column headings to sort your results.
• Row Colors Outer frame of table Delta Gray 4: RGB 204, 204, 204; HEX #CCCCCC Column & Row Subheaders Medium blue 4: RGB 51, 153, 204; HEX #3399CC First Data Row White: RGB 255, 255, 255; HEX #FFFFFF Second Data Row Delta Gray 2: RGB 234, 234, 234; HEX #EAEAEA Divider (used in data heavy tables) Size: 1px Dark gray: RGB 216, 216, 216; HEX #D8D8D8 Column headers Font: Tahoma Bold, Title Case Size: 11px Medium blue: RGB 0,102, 153; HEX #006699 Selected column header Font: Tahoma Bold, Title Case Size: 11px Dark gray: RGB 51, 51, 51; HEX #333333 Background: White: RGB 255, 255, 255; HEX #FFFFFF Gold: RGB 217, 142, 1; HEX #D98E01 Links Font: Tahoma Bold, Sentence case Size: 11px Rollover: Underline Medium blue: RGB 0,102, 153; HEX #006699

Forms

• Because forms contain several levels of information, they must be clear and easy to use.
• The buttons that submit are located at the end of the form and right aligned to the right most field. Avoid the use of a “Clear” or “Reset” button to clear the contents of a form, as it creates unnecessary clutter. If there are footnotes, add them to the bottom of the page below a light blue divider line.
• All text within a form is sentence case.
• See Capitalization: Case Rules under Copy Rules.
• Use * to denote a required field. Do not use notations for optional fields. Use the* notation even if all form fields are required. The exception is a single-field data input. Place the “*Required” at the top of the form with an * to the left of the form field label.
• See Buttons and Icons & Indicators.

Tool Tips

• ALT tags are useful in the event that a user has their images turned off, or they hover over an area looking for more details or helpful information. ALT tags should be included in all links and be contextually relevant to the task at hand. ALT tags are created by the browser with default styling.
• Hover captions give users more detail about a certain item when hovering over it. Examples include full airport name & flight details. The caption appears just to the side of their mouse indicator and follows it as they move across the link. It disappears immediately as they move off of the link. Size is determined by the amount of content within.
• Border 2px, Delta Medium Blue Font: Tahoma regular RGB 0, 102, 153; HEX #006699; Size: 11px Dark gray: RGB 51, 51, 51; HEX #333333 Background RGB 255, 255, 255; HEX #FFFFFF
• Image Alt/Title Tags All images require alt text. The alt text should be relevant to the image, and for search engine optimization purposes should describe what is shown in the image in a branded way. If there is any graphical text in the image, these words must be included in the alt text. This lets the visually impaired know important information. The words should be written in sentence case. If the graphic contains text, the alt text should mimic the case of the graphical text.
• Hyperlink Tool Tips Add a tool tip to help customers save time and avoid a wasted click. Specifically: • If customers may need more help understanding what is behind the link. • When there are space constraints on a data item that forces the use of an abbreviation. The roll-over can display the full name. (i.e., airport names). Keep it as brief and efficient as possible. Use sentence case.
• See Tool Tips.

Alert And Error Messaging

• Alert and Error Messaging assist users of an application in three main scenarios: Alert, Confirmation, and Error.
• The Message Center is located after the row of tabs and before the page sub-header.
• Error and Alert messages can appear simultaneously. See figures 3 and 4.
• If a message spans more than 1 line, do not let the text wrap below the image. Add 5 pixels of space between the image and the beginning of the text. Vertical image alignment should be set to top.
• Note: In some instances an Alert message is displayed with an option for the user to enter data in text fields. An Error message might be triggered by the system in reaction to missing or inaccurate data. In this case, when the in-page message is built, the Error message will appear above the page header and the Alert information will appear below the page header. Figure 3 illustrates simultaneous Error and Alert messages where the Alert message is informational in nature hence the blue text and Figure 4 illustrates simultaneous Error and Alert messages where the Alert message required more emphasis hence the red text.
• In-page messages require icon images.
• Images are optional for off-page messages.
• If the images are used in other capacities throughout delta.com, they should be used in a manner consistent with these guidelines, e.g. using the confirmation image within a confirmation page to emphasize copy.
• See Icons & Indicators for list of Alert & Error Messaging icons.
• The Alert icon and message is used to request user’s resolution of a critical dependency (e.g. required data being modified/deleted, permission to save).
• Alert messages do not reflect a user error but a system obstacle that a user must overcome before continuing their interaction.
• There are levels of alerting: 1. Dependency alerts -alerts the user when an Edit or Delete action triggers a Dependency rule(as shown in Figure 1) and 2. Consent alert -an Update or Add action triggers a Consent rule (as shown in Figure 2). 3. Required information alert
• The dependency rule will be triggered if the user wishes to delete an item that is associated with other activities or requirements other than the activity or requirement the user is trying to modify. For example, if a user wishes to delete the billing address for her American Express credit card, but the same address is being used as the billing address for her Visa card (also in her profile), the system will alert the user of this dependency and give options to choose another address from her profile, type a new one, or opt out (cancel).
• The dependency rule will be triggered if the user wishes to delete the only occurrence of a required item, e.g., users have only one address in their profile (required by Sky Miles membership) and wish to delete it, will receive a message that will alert the user to designate another address before deleting the existing one. This also appears where a required checkbox is mandatory to be checked in order to store a user’s information.
• Both icon and explanation message are displayed directly under the page title (or tab group) after the user’s actions trigger the Alert.
• Below the explanation message, users will find instructional copy that will walk them through fixing the problem.
• The orange arrow icon is meant to be a gentler approach to the red “X” in error handling.
• The alert message appears below the page title.
• Image name: error_arrow.gif
• Location: //images.delta.com/images/icons/error_arrow.gif
• Image size: 19x19
• Alt/Title Text: Alert
• Copy: class=“cpyError” OR class=“cpyAdvisory” depending on level of emphasis desired for the Alert.
• The confirmation message is displayed if a user action is completed successfully.
• The confirmation image and message is displayed after the user updates, adds or deletes information.
• The image and message appears above the page header and directly under the tab group.
• Image name: confirmation_check.gif
• Location: //images.delta.com/images/icons/ confi rmation_check.gif
• Alt/Title Text: Confirmed
• Copy: class=“cpyAdvisory”
• Place the image/icon on the same horizontal line as the field label.
• The Error icon and message is used throughout to indicate in-page error messages and highlight the error.
• The error message appears above the page title.
• Error messages are shown with an “X” image followed by error message appearing above the page title. Then the impacted fields have an “X” image preceding them with the label turned red. There is no additional error messaging associated with the field.
• Error messaging for fields located above the control • From an implementation perspective, option 1 is the easiest, especially if considering retrofitting the design into existing forms. • From a real estate perspective, option 1 conserves the most horizontal space and if we ever start incorporating in page error messaging in booking this will be an issue. • From an aesthetic perspective, option 2 or 3 may be more desirable with a preference to option 2.
• When the user updates, edits, adds, or deletes, the system will run audits. If the information fails the audits, it will display an in-page error message that informs the user that a problem has occurred. The icon and error message are displayed directly under the tab group and above the page header after the user updates, adds or deletes information in their profile and a user error occurs. On the line next to the image, a message is displayed that explains the nature of the error.
• In addition, to help support colorblind individuals, a small image that indicates “error” is displayed to the left of the label.
• Image name: error_x.gif µ
• Location: //images.delta.com/images/icons/error_x.gif
• Image size: i 19x19
• Alt/Title Text: Error
• Copy: class=“cpyError”
• £Please provide or correct information in marked areas, Add Credit Card For problems submitting non-U.S. addresses, please call yo Fill in the information below and dick Submit. Required EType: ENumber: EExpiration date: [5an [Month [zoo7 [ Year I American Express
• E Please provide or correct information in marked areas.
• #or problems submitting non-U.S. addresses, please call your loca

• Modify any of the information below and click Update. *Required

• *Location:
• (@Home Business □ Other
• These messages are used during an IROP (Irregular Operations) situation, or when an error has occurred that needs attention by the user. It appears at the top of the page in Delta Light Yellow with the triangle alert icon and copy explaining the error. Possible solutions may be included, as well as links to aid in fixing them. If a button is required, it is placed in the lower right corner of the box.
• Font: Verdana regular, 11px Delta Dark Gray #333333 R: 51, G: 51, B: 51
• Color: Delta Light Yellow #ffff99 R:255, G:255, B:153
• Icon: Triangle Alert 18x18 pixels

Pop Ups And Modal Overlays

• Pop-ups & Daughter Windows are reduced to a size smaller than the full open window. They are used to present definitions and other “help” information that may be needed by a small customer group.
• We also use Pop-ups to present needed support information in a way that would keep the customer from having to navigate back from another screen (e.g., fare rules available in booking). For Terms & Conditions, unless Legal requires them to be on the same web page, they should be presented in a Pop-up.
• In order for users to clearly identify delta.com Pop-ups, a simple header graphic is Plan&liRRIR8108sodas.tRe VB8.1JS88.SY1Pg8a740869Ruger previously defined. Ideally, the window should be large enough to display all the contents.
• Regardless of width of the window, Delta logo remains in the upper left corner, while the Close Window link remains in the upper right corner.
• A Pop-up window must be smaller than the background window and not exceed the size of a standard 800x600 monitor. Elements such as browser buttons, status bar, tool bar, and address bar should be hidden.
• Header Font: Tahoma Bold, Title Case Size: 17px Delta Blue: RGB 0, 51, 102; HEX #003366
• Subheader Font: Tahoma Bold, Title Case Size: 13px Delta Blue: RGB 0, 51, 102; HEX #003366
• Copy Font: Tahoma Bold, Sentence case Size: 11px Dark gray: RGB 51, 51, 51; HEX #333333
• Modal overlays are dialogs that pop up and disable the background behind them. Users can click anywhere inside modal overlays, but you can’t click anything in background until clicking a either a button to continue or “X”. Overlays are used when an action is needed, but the page should not be refreshed.
• Sizes are determined based on the amount of content contained, and should be centered and fitto the users’ screen resolution.
• Flow Modals When a process requires action, a Flow Modal is used. This variation does not have a ‘close’ function and the user is required to take a specified action. Examples include correcting an error, confirming selections, etc.
• Form Modals This variation does include a ‘close’ function in the upper right corner and the user is not required to take a specific action. Examples include updating preferences, updating address, etc.
• Background White: RGB 255, 255, 255; HEX #FFFFFF Opacity: 60%
• Overlay Background White: RGB 255, 255, 255; HEX #FFFFFF Opacity: 100%
• Overlay Border 2px, Delta Blue, RGB 0, 51, 102, HEX #003366
• Overlay Header Bar 20px, Delta Blue, RGB 0, 51, 102, HEX #003366
• Other potential uses of modal overlays can include photo slideshows and video presentations.

Interstitials

• “Please Wait Screens” Currently used during the Shopping process. The primary purpose is to inform the customer that the site is working behind the scenes. The spinner is layered on top of the visuals as a separate animated gif. The secondary message under the “Searching” message should promote a benefit of the site or new feature. Graphics should support the message conceptually and does not have to explicitly depict the feature.
• Searching message, line 1 Font: Whitney Book, Sentence case Size: 18px/18px White: RGB 255, 255, 255; HEX #FFFFFF
• Searching message, line 2 Font: Whitney Book, Sentence case Size: 14px/18px White: RGB 255, 255, 255; HEX #FFFFFF
• Feature message, line 1 Font: Whitney Book, Sentence case Size: 21px Medium blue: RGB 0, 102, 153; HEX #006699
• Feature message, line 2 (URL) Font: Whitney Book, Sentence case Size: 14px Medium blue: RGB 0, 102, 153; HEX #006699
• “Please Wait Screens” Interstitial Alternate This style is used for other actions on the site that cause a delay in presentation. Specific areas of use are itinerary retrieval and when users are transferred to other sites.
• Flight Retrieval Message This style is used when retrieving flight information on results tables. Background color: RGB 217, 142, 1; HEX #D98E01 Border: 2px Message, line 1: Font: Tahoma bold, Size: 13px, White: RGB 255, 255, 255; HEX #FFFFFF Message, line 2: Font: Tahoma regular, Size: 11px, White: RGB 255, 255, 255; HEX #FFFFFF

Footer

• The footer contains navigation to Legal policies and Delta corporate information and contains access to sitelets that serve the needs of customer segments outside of the primary target traveler (i.e., Cargo, Travel Agents).
• The footer navigational items are right justified and 10 pixels from the end of the footer bar (right side). The navigation items sit 11 pixels from the top of the bar and 11 pixels from the bottom of the bar. Each navigational item is 6 pixels away from the 1 pixel divider in between. The top margin for the footer is 30 pixels to avoid any page item from being too close.
• Footer navigation Font: Tahoma Regular, Title Case Size: 11px Medium blue: RGB 0, 102, 153; HEX #006699
• Footer navigation bar Gray 2: RGB 234, 234, 234; HEX #EAEAEA Height: 29 pixels Width: 750 pixels
• Vertical divider Created using the “pipe” keyboard character. Delta Red: RGB 195, 25, 51; HEX #C01933

Homepage Messaging

• Elements described in this section guide the delta.com Home Page message creation. Since these placements received the highest visibility by the value seeker customer, the messages should have broad audience appeal and relevance.
• The new home page is divided into 3 main areas: 1. Primary: This space is located at the top of the page and sets the stage for the site. It houses the featured destination image and associated marketing message. 2. Secondary: This space holds up to 3 banner-type placements and is positioned directly below the primary. 3. Tertiary: This space is used for other marketing promotions, news, fare sales, etc. It is the most simple in design, utilizing only text links.
• The overall page grid is divided into 4 columns, with 3 equal-width columns. The left-most column is devoted to applications, while the remaining three columns define the space of the new banner placements in the secondary and tertiary areas.
• Primary area: 710x250 pixels Message area: 300x135 pixels Secondary area: 710x110 pixels Column width: 190/150 pixels Gutter btwn. columns: 50 pixels left Overall left margin: 40 pixels Overall right margin: 40 pixels Ad live area: 190x90 pixels 150x90 pixels Tertiary area: 710xFlexible Left column width: 190 pixels Left column, left margin: 40 pixels Right column width: 310 pixels Right column, left margin: 50 pixels
• For visual impact and to reinforce the simple and stylish attributes of the Delta brand, a large, half-screen background image is used on the Home Page of delta.com.
• Primary: Convey the places Delta can take you in a stylish and appealing way, which “inspires” people to travel; encouraging repeat visits. Over time should communicate the breadth of our network as being local to global.
• Stimulate awareness and provide promotion to new, highly competitive or attractive markets (e.g. RIO, TXL, others to be named).
• Enhance channel shift opportunities in new & weak markets.
• Gain incremental revenue and/or off-set operational costs through partnerships (e.g., Tourism Boards).
• Increase ticket purchase -Target the destination for publication on delta.com during the primary booking window (not necessarily the same as the peak travel period). Timing should attempt to be one step ahead of a customer’s vacation calendar.
• Like a wall calendar, a new background will be rotated monthly to communicate a significant value proposition.
• Customer target -Should appeal to the Experience Seeker
• Locale -an “enticing” destination; primarily leisure-focused. May encompass a “drive to” location within 1-2 hours of airport. Should not be a “typical” shot.
• Rhythm -Should vary the style and content from month to month so that it is noticeable that the image has changed. For example, one month architectural feature, next month natural foliage.
• Stability & Cost Effectiveness -due to operational needs, will need to “commit” to selections more than a quarter out. A single destination needs to be confirmed at least 6 weeks out due to landing page development constraints.
• Composition -The image must contain adequate “negative” space to contain a marketing message and retain its simplicity. Complex images with varying elements should be avoided. Maintain the visual interest area to the right edge, moving up toward the nav bar (yx).
• Also be aware that the area around the masthead navigation must be solid­colored with the appropriate color contrast (i.e., an image with clouds at the top must have clear area around the navigation) to ensure that the links are clearly visible. A size limit of under 50k should be maintained for the overall Home Page size limit of 100k.
• Final image production size: 710x250 pixels, compressed 45-50%
• This main message area is used to convey a “significant” customer value proposition (e.g., large offer/promotion, product offering, ‘special’ new route/destination -see Imagery -Home Page Background). The message offering should be broad in audience relevance, generate leads, and support our corporate goals.
• The “call to action” should take you to a landing page that elaborates on the home page messaging promise. It could point to an appropriate special offer, marketing promotion, destination content, etc. within the site design experience. It should not link to a 3 party site. It is not recommended to remove the call to action, as it is contrary to the nature of the interactive medium.
• The copy should work in conjunction with (refer to) the home page background image destination. Thus, the message should have a lifespan of at most one month.
• The message itself should be succinct and direct. Wrapping should keep the right rag, clean and sensible, and should not allow for any “widows” (single words on a line).
• Due to ad blocking and home page weight limitations, this copy is a part of the background image and production should be coordinated within the monthly image rotation process (to be defined).
• For translating to languages other than English, allow 25-30% word growth minimum.
• Message Title Font: Whitney Medium, All caps Size: 25px Text tracking: 80 (Photoshop) White: RGB 255, 255, 255; HEX #FFFFFF 17-21 characters max, 1 line max
• Message Sub-Text Font: Whitney Medium, Sentence case Size: 14px Leading: 1line-26px, all others-Auto (Photoshop) White: RGB 255, 255, 255; HEX #FFFFFF 125 characters max, 3 lines max w/o T&C, 2 lines max w/T&C
• Message Button Graphical button 12 characters max See Buttons.
• Secondary banners compliment the overall marketing direction of the home page and allow Delta to highlight other high-priority Delta-specific offers in a more visual way.
• There are 3 approved styles: text with horizontal image, text only, and graphic “pill”.
• The full image bleed version must use a button for the call to action to stand out on top of the image. For the other styles, the buttons and Arrow/Text links are interchangeable pending copy length and/or message strength hierarchy. Buttons should try to align to the same position.
• Tertiary area of the home page is a flexible space for marketing messages which allows Delta to feature many different items that may interest users. The area is divided into 2 columns.
• The left column is used for Delta product proof-points and data capture opportunities like email. sign up. These have a long shelf life.
• The right column is divided into two rows with the top featuring high priority fare sales, and the bottom featuring current Delta News & Promotions.
• Messaging in the left-rail should focus on attention-getting specifics such as prices, bonus miles, or new routes. Most delta.com visitors come weekly. Therefore messages should keep to a lifespan of 1-2 weeks.
• Left column Width: 190 pixels Top margin: 10 pixels Left margin: 40 pixels Paragraph margin: 10 pixels
• Copy Specifications Headline: Tahoma Bold, 11px 12 characters max 1 line max Copy: Tahoma Regular, 11px 45 characters max 3 lines max (including CTA) Button: Tahoma Regular, 11px 12 characters max
• Colors Gray: #333333 / RGB: 51, 51, 51 Blue: #006699 / RGB: 0, 102, 153
• Right column Width: 310 pixels Top margin: 10 pixels Left margin: 50 pixels Paragraph margin: 10 pixels Divider: 1 pixel (With top/bottom margin of 15 pixels)
• Copy Specifications Headline: Tahoma Bold, 11px 25 characters max 1 line max Copy: Tahoma Regular, 11px 45 characters max 1 line max
• Colors Gray: #333333 / RGB: 51, 51, 51 Blue: #006699 / RGB: 0, 102, 153 Divider: #C6C6C6 I RGB: 198, 198, 198

Advisory Bar

• In certain instances, a company-wide advisory may be posted on the home page. This element is not constant and will appear only when a significant newsworthy event happens (i.e., major weather problem, security alert) and will not contain any type of promotional content.
• The Advisory Bar is located 328 pixels from the top of the screen and can scale in width to accommodate up to 2 messages at any given time. A red arrow divides each message with 7 pixels space on its left and 3 pixels space on its right.
• The overall box is allowed to expand horizontally up to a maximum of approximately 465 pixels (typically 4-5 words an alert)
• The text is positioned absolutely using CSS to achieve proper spacing within the white box.
• Guidelines are available on the Delta common drive at: O:\MKT_OnlineSales\Content\websitemtc_content\Emergency and IROP Publishing
• Advisory title Font: Verdana MS Bold, Title Case Size: 11px Alert red: RGB 204, 0, 0; HEX #CC0000
• Message Font: Verdana MS Regular, Sentence case Size: 11px Color name: RGB 102, 102, 102; HEX #666666

Destination Content

• This destination product is a continuation of the Primary Home Page image/message area. The cities should be large or significant in nature. Customers should really aspire to want to fly there to see one or more of the great places the world has to offer.
• • Primary: Convey the places Delta can take you in a stylish and appealing way which “inspires” people to travel.
• • Stimulate awareness and provide promotion to new, highly competitive or attractive markets (e.g. RIO, TXL, others to be named).
• • Enhance channel shift opportunities in new & weak markets.
• • Customer target -Should appeal to the Experience Seeker
• • Locale -an “enticing” image. Should align with the destination copy.
• • Rhythm -The postcards are displayed together in a rolling bar. So be conscious to add variety in the horizontal plane, background color, and right rail point of interest.
• • Composition -Should have the inspirational feel of an actual postcard one would purchase on vacation and send to a friend. Be aware that when a destination is on sale a postage mark is placed in the upper right hand corner of the postcard image.
• • Size limit -275k, then optimized thru Flash.
• • Gain incremental revenue and/or off-set operational costs through partnerships (e.g., Tourism Boards).
• See Image Component -Primary Message within Home Page Elements Section.
• • Increase ticket purchase -A fare and/or promotional offer may be added to further stimulate travel.
• Landing Page High-level page layout, body copy and button/link styles should follow rules maintained in this guide. For physical construction and specific content management guidelines, see Travel Getaways Dynamic Data Specifications document stored within delta.com/styleguide.
• This destination product provides details around a city, region, or theme.

Shopping

• The “Lowest” badge is used to indicate the lowest fare of the day as found in flight search results. It is also used in some cases within the Sky Miles Award ticket search flow to indicate SkyChoice tickets, as they are the value ticket option.
• Flexible Search gives users a matrix of Leave and Return days so they can make a more informed decision about how different days are priced.
• Flexible Search: Leave column header Font: Tahoma Bold, Title Case Size: 12px Background: RGB 56, 158, 209; HEX #389ED1
• Flexible Search: Leave column Font: Tahoma regular, Title Case Size: 11px Background: RGB 217, 230, 244; HEX #D9E6F4
• Flexible Search: Return row header Font: Tahoma Bold, Title Case Size: 12px Medium Blue: RGB 0, 102, 156; HEX #006699
• Flexible Search: Return row Font: Tahoma regular, Title Case Size: 11px Background: RGB 216, 216, 216; HEX #D8D8D8
• Flexible Search: Cell text Font: Tahoma regular, Title Case Size: 11px Background: RGB 255, 255, 255; HEX #FFFFFF
• Flexible Search: Cell highlight Background: RGB 255, 204, 51; HEX #FFCC33

Additional Properties

Revenue History

Operating Income History

Net Profit History

Total Assets History

Total Equity History

Market Capitalization History