ASA launches new brand identity

Atlantic Southeast Airlines (ASA) has launched a new brand identity with the aim of redefining itself as a “super regional” as its vision for its future.

A wholly-owned subsidiary of SkyWest, Inc., ASA’s new brand identity and vision “will better reflect its strong, forward-moving direction within the regional airline industry,” says president and CEO Brad Holt. “We have a new vision to become the world’s first super regional airline by connecting more people, more often to the places they love, than any other regional carrier.

"Our people have made big improvements in operational reliability over the past two years, benefiting our passengers and business partners, and we will build on our momentum to generate new business opportunities going forward. Our new brand identity helps support that movement.”

Founded in 1979, Atlantic Southeast Airlines operated solely as a Delta Connection carrier since 1984, until adding United Express operations this year. It operates a fleet of 160 aircraft and employs more than 3,500 people across its route system, providing more than 800 daily flights using its all-jet fleet to 113 airports in 31 US states, District of Columbia, Bahamas, Canada and Jamaica, 80% of which are flown through Atlanta. It has exceeded all monthly and quarterly operational performance goals set by mainline partner Delta Air Lines, including on-time performance and customer satisfaction. Since partnering with United Airlines in February 2010, it has surpassed its corporate goals for both on-time performance and flight completion in March and April.

The airline‘s former logo was created to be integrated into the former Delta Connection brand when Delta was ASA‘s only major airline partner. Holt explains that the new brand identity “illustrates that we are no longer associated only with a single mainline partner and that we’re ready for new growth opportunities”.

The airline’s website,, has also been redesigned to provide useful, easy-to-find information for passengers, and features the new Being Atlantic Southeast blog.

Al Ditter, North Americaeditor, Low-Fare &Regional Airlines/

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