Atlanta-based Atlantic Southeast Airlines is changing its logo as it branches out beyond its role as a Delta Connection carrier.
Atlantic Southeast Airlines has been a regional carrier for Atlanta-based Delta Air Lines since 1984 and is a former Delta subsidiary, but since earlier this year it has also been flying as a United Express carrier for Chicago-based United Airlines.
The new logo shifts away from the airline's acronym of ASA and emphasizes the airline's full name. It's aimed at illustrating the company's expansion beyond reliance on Delta, and to signal "that we're ready to take a leadership position in the regional airline industry," according to Atlantic Southeast president Brad Holt in a written statement.
However, because Atlantic Southeast does contract flying for Delta and United, it does not advertise or sell flights.
The airline's full name can be a mouthful. But Kate Modolo, director of corporate communications and culture, who led the rebranding project, said there's "a lot of pride in that name."
"Now that we fly for multiple partners it's important that we have a strong stand-alone identity," Modolo said. She said it's also "a step in our progression to generate more momentum for business opportunities going forward." Holt has been pursuing additional partners for the carrier. Modolo said the new brand is not aimed toward establishing branded service with flights sold directly to passengers.
Employees will get new uniforms and the company will change logos on planes as they come in for maintenance. Modolo did not disclose the cost of the rebranding.
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