From Crop Dusting To The Widget: How One Woman Gave Delta Its Name

Delta’s Founder: A Woman’s Story

Looking at Delta’s iconic Widget logo, you could be forgiven for thinking the company’s name came exclusively from its namesake Greek letter.

Less is known about its actual origin, though: airline pioneer C.E. Woolman was recommended “Delta” by Catherine FitzGerald, one of his most reliable partners. She suggested paying tribute to the Mississippi Delta, the birthplace of the airline’s forerunner, the Huff Daland Dusters. The region has a long history of agriculture, and farming continues to be a fundamental part of its identity and culture.

FitzGerald moved to Monroe, Louisiana, in 1926 soon after Huff Daland relocated its operations (and 18 bi-planes) there. After Woolman led the purchase of what would become Delta in 1928, FitzGerald became one of his trusted associates and the company’s assistant treasurer. She also served as Woolman’s secretary until his death in 1966, and retired in 1968 after a more than 40-year career in aviation.

For decades during her time as an officer at Delta, FitzGerald was one of only a few women on the company’s org charts. She also served on Delta’s Board of Directors from 1930-1934 – another rare feat for the time. (Her role as assistant treasurer was a fitting one. In a recommendation letter, a former boss said of FitzGerald: “I can tell you one thing, you won’t need an adding machine while you got her.”)

Even in its humble beginnings, FitzGerald recalled Delta’s family atmosphere – one where everyone knew each other by first name and focused on unparalleled customer service. (In fact, she was lovingly known as “Miss Fitz” around Delta’s corporate offices.)

“Mr. Woolman always impressed on any employee, especially those around the ticket counters. He’d always say, put yourself on the other side of the counter, you know, in dealing with the passengers. Just try and see how they must be thinking about it,” FitzGerald recalled in a 1976 interview.

“That was an expression he used frequently. Now, remember, you just put yourself on the other side of the counter.”

FitzGerald died in 1987. She had no direct descendants and lived modestly, according to a 1988 Atlanta Journal-Constitution article, donating a fortune in excess of $5 million (more than $13 million in today’s dollars) to various charitable organizations.

In the years since FitzGerald was a company leader, Delta has committed itself to gender equity with an aim to increase representation of women at every level of the organization – making notable acceleration in representation in the vice president and above levels. As of January 2023, women represent 33.9% of Delta leaders at the V.P. level or above.

Employees are encouraged to join SHE, a women-led business resource group, where they are empowered to share their experience, take part in professional development, and create plans to make Delta become the preferred employer for women. Delta prioritizes women-specific needs as part of the four-pronged well-being effort, which includes physical, financial, emotional and social. Delta also recognizes the value of women in leadership and has committed to closing the representation gap between women in frontline roles and leadership roles.

“During Women’s History Month, we reflect on the contributions of leaders like Catherine FitzGerald whose influence and voice continue to be seen and heard all around the world thanks to Delta’s legacy,” said Allison Ausband, E.V.P. and Chief People Officer.

“It also serves as a reminder that our work is not done – let’s pay it forward, sharing our journeys and paving the way for the talented women who will come behind us.”