Inspiration behind the Delta Airlines logo ident animation came from spending a lot of time in and out of Hartsfield–Jackson International Airport in Atlanta. Being one of the busiest airports in the world, and Delta’s hub, there is an organized chaos to the flow of people and their baggage. This concept captures this in a clean design that shows the build in volume and direction variation in a short run time. 

Keeping with the company’s iconic branding, the piece sticks to a limited color palette of Delta’s red, blue, and white on the luggage to visually and emotionally tie in with the tagline at the end, we go where you go. A subtle use of vertical kinetic typography on the last word of the tagline, “go”, leaves a lasting dynamic image with the viewer and symbolically ties back to what the company does.