Delta Air Lines

Brand Narrative

"Keep Climbing" communicates a clear intent to elevate the travel experience, emphasizing ambition over complacency. The aspirational tone invites audiences to embrace progress, framing travel as a means to achieve greater heights. The imperative language style reinforces a sense of urgency and action, encouraging travelers to pursue their aspirations boldly. This approach establishes a dynamic interplay between the desire for improvement and the comfort of the familiar.

Industry / Category

Airlines / Travel

Original Tagline

Keep Climbing

Tone Words

Aspirational, Bold

concept

Progress Through Travel

Brand Message

Elevate travel to a higher standard

Core Tension

Complacency vs. Aspiration

Brand Mission

Deliver a world-class travel experience

Tagline Word Count

Language Style

Imperative

Tense Used

Present

Sentence Type

Command

Literal/Figurative

Figurative

Logo

Website

https://www.delta.com

Brand assets

← Back Home

Brand	Industry / Category	Original Tagline	Tone Words	concept	Brand Message	Core Tension	Brand Mission	Tagline Word Count	Language Style	Tense Used	Sentence Type	Literal/Figurative
Tripadvisor	Travel	Know better. Book better. Go better.	Reliable, Efficient	Explore More	Design-led convenience	Old vs. New	Make exploration accessible and easy	5	Aspirational	Present	Statement	Literal
Hostelworld	Travel	Meet the world	Aspirational, Empowering	Design Your Life	Freedom to explore	Chaos vs. Simplicity	Help people live better with tech	3	Aspirational	Present	Command	Figurative
United Airlines	Aviation / Airlines	Good Leads The Way	Hopeful, Strategic	Leadership in Service	Guide passengers with care and progress	Past vs. Future	Elevate air travel with leadership	4	Declarative	Present	Statement	Figurative
Trivago	Travel	Hotel? Trivago.	Reliable, Efficient	Smart Spending	Shop with ease	Chaos vs. Simplicity	Connect buyers and sellers effortlessly	4	Imperative	Present	Command	Figurative
Southwest Airlines	Aviation / Airlines	Low fares. Nothing to hide.	Honest, Bold	No Hidden Costs	Deliver transparency and budget-friendly travel	Hidden vs. Clear	Make flying simple and fair	5	Declarative	Present	Statement	Literal
Skyscanner	Travel	Cheap flights. Fast and easy.	Smart, Helpful	Convenient Living	Freedom to explore	Old vs. New	Help people live better with tech	5	Descriptive	Present	Statement	Figurative
KAYAK	Travel	Search One and Done	Aspirational, Empowering	Explore More	Design-led convenience	Chaos vs. Simplicity	Make exploration accessible and easy	4	Descriptive	Present	Command	Literal
Hopper	Travel	Spend Less. Travel Better.	Reliable, Efficient	Smart Spending	Freedom to explore	Old vs. New	Help people live better with tech	5	Aspirational	Present	Statement	Figurative
Hipcamp	Travel	Find yourself outside	Playful, Youthful	Smart Spending	Money made simple	Old vs. New	Make financial services more inclusive	5	Aspirational	Present	Statement	Figurative
Delta Air Lines	Airlines / Travel	Keep Climbing	Aspirational, Bold	Progress Through Travel	Elevate travel to a higher standard	Complacency vs. Aspiration	Deliver a world-class travel experience	2	Imperative	Present	Command	Figurative
Couchsurfing	Travel	You have friends all over the world, you just haven’t met them yet.	Playful, Youthful	Design Your Life	Design-led convenience	Old vs. New	Help people live better with tech	6	Aspirational	Present	Statement	Literal
Booking.com	Travel	Booking.yeah	Aspirational, Empowering	Explore More	Money made simple	Old vs. New	Connect buyers and sellers effortlessly	2	Imperative	Present	Statement	Literal
Booking Holdings	Travel / Booking	Life's better when we're connected	Friendly, Connected	Connected Travel	Make booking travel easier and personal	Complexity vs. Ease	Simplify travel planning for all	5	Declarative	Present	Statement	Figurative
American Airlines Group	Aviation / Airlines	Great is what we're going for	Aspirational, Professional	Aim for Excellence	Strive to be the world’s greatest airline	Ordinary vs. Great	Be the best airline through excellence	6	Declarative	Present	Statement	Figurative
Airbnb	Hospitality / Travel	Belong Anywhere	Warm, Inclusive	Home Beyond Home	Create a world where anyone can feel at home	Outsider vs. Insider	Create a world where anyone can belong	2	Imperative	Present	Command	Literal
Agoda	Travel	Smarter hotel booking just got smarter	Smart, Helpful	Convenient Living	Shop with ease	Lack of Time vs. Smart Tools	Make exploration accessible and easy	3	Imperative	Present	Statement	Literal