The trend towards more simplistic naming and branding continues upon the announcement that Atlantic Southeast Airlines has launched a new brand identity "that reflects its strong, forward-moving direction within the regional airline industry."
This subsidiary of SkyWest, Inc. operates 800 daily flights to 113 airports in 31 states and the two companies form the world's largest regional airline.
The new logo is far cleaner and less quirky than the old one and their tagline, "Stay Connected!" seems to be a play on Internet connectivity and "connection" flights via Atlanta's airport.
It shifts away from the acronym "ASA" (which is still the main word on the domain name, flyasa.com). They are promoting their own name in order to separate themselves from their historic associations with Delta, illustrating the company's expansion beyond reliance on Delta, for whom it often acts as a regional carrier.
The bolder imagery and the foregrounding of the name is interesting, I think. Here is a company trying to create a separate identity, despite the fact that the branding is not directed at passengers, who cannot buy tickets directly from the airline.
This is a move to make the brand more attractive to more partners and I think it works very nicely.