![]() ![]() During our 43 years, Southwest has had several different logos and liveries. It’s big and bold, but also authentic and welcoming. For these reasons, we retained the vibrant colors and striped tail that identifies Southwest, but added a modern touch by proudly displaying our name on the side of the fuselage and presenting the Southwest Heart on our aircraft belly. We heard very similar sentiment from Employees, whose feedback was critical to this effort. They want to see a more modern, bold visual interpretation of Southwest-keeping our unique color palate that breaks up the airline industry’s “white” sea of sameness. People sincerely love us, want us to remain unique, and retain our personality, but they also gave us permission to change our look. ![]() When speaking with our Customers, it quickly became clear that now is the right time to refresh our look. There was a lot of discussion and research, including focus groups with Employees and Customers. And now is the natural time to evolve our Brand to present a bold and modern look that will reinforce us in the minds of our current Customers and draw new People to fly us. As you can imagine, the decision wasn’t taken lightly. With all these major milestones soon-to-be in our rear-view mirror, Southwest is fully-equipped to look ahead and plan for our next phase of business growth. Our integration of AirTran is almost complete. The Wright Amendment will no longer restrict where we can fly domestically. Southwest has had several different liveries and logos throughout its 43-year history remaining current and relevant is critical to the sustainability and future growth of the brand.” The airline heard that it was important to remain unique and to retain its personality for these reasons, Southwest continues to use the vibrant color palate and striped tail that has long identified the carrier, while adding a modern touch, proudly displaying the Southwest name on the side of the fuselage and presenting the Heart on the aircraft belly. “Southwest Airlines and its partners did comprehensive research and held numerous focus groups with Employees and Customers to determine how best to create the new look. In addition, the airline will introduce a refresh to its signature 'DING!' mnemonic." "The announcement of Southwest Airlines' modern new look introduces a striking new livery design, new iconic Southwest logo, newly designed inflight materials and magazine, an advertising campaign that celebrates the airline's unique personality, and a revamped experience both online and at its airport locations, all of which showcase the unique spirit and Heart of the brand, and communicate its focus on Customer care. The modern refresh stays true to Southwest’s DNA while incorporating bolder, more modern colors, reflected across all facets of the business: planes, airports, corporate communications-even snack packaging.And here’s the explanation from the press release: Every decision backs up the fact that the Values that put Southwest in the air in 1971 are the same Values that will take it into the future. ![]() The task, was to take everything Customers and Employees love about Southwest and turn it into a one-of-a-kind brand visualization.Įven as the identity evolved, the livery remained the same-with the bold brand colors reminding the world that Southwest isn’t like other airlines, and the Heart symbol on the belly of the plane conveying it as the airline with Heart and Hospitality. Southwest assembled a creative task force to tap more than 40 years of the Company’s history in an epic evolution of its visual identity. No longer the underdog of the 1970s, Southwest was ready for a brand identity that better reflected its status as an industry trailblazer and trendsetter. It also successfully integrated AirTran Airways into its operations. With the Wright Amendment finally repealed, Southwest expanded into big-time markets like New York and Washington, D.C., and added international destinations, as well. The next evolution of the Southwest logo came in 2014-a big year for the airline on all counts. It appeared frequently in Southwest advertising and was featured in early iterations of the Southwest website. The Company had built its following around a brand promise that gave people the “freedom to fly,” so using imagery that reflected that sense of freedom was a natural extension of the brand. While it was never an official logo, the “takeoff image” became an important visual component of Southwest marketing in the 1990s and early 2000s. ![]()
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