Their old logo had a subtle w, which was quite well done, implying a compass pointing to northwest as well as the letters N and W, but in order to sound less regional (Northwest) their mark is now just ‘nwa’ worked into the frame of the old logo. Northwest’s trademark “red tail,” a highly recognizable part of the airline’s visual heritage for decades, remains prominent. With the new livery, the initials “NWA” become more dominant than the spelled out “Northwest Airlines.”

"The new NWA identity was positioned as primarily a cost reduction exercise intended to lower future repainting costs by 20% or so (simpler design thus less masking, fewer colors, greater durability). The livery design was inspired both by the Audi TT, and by Northwest's clean, functional new Detroit home terminal."