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.Īs a legendary low-fare carrier, Southwest doesn't make a change this bold without first assessing the cost impact.
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. This work is a celebration of the great brand that Southwest has become and, most importantly, where it's headed next." "We were thrilled with the opportunity to partner with an extraordinary and talented team to bring Southwest's love of People front and center. "For more than three decades, GSD&M has partnered with Southwest Airlines, so we certainly understand and believe in the power of Southwest's Heart," said Marianne Malina, President of GSD&M. Even on the belly of the plane, the Heart is a symbolic reminder that we put our Hearts into every flight."
"It's the finishing touch that makes the Southwest brand unique, demonstrating that Southwest cares about each and every Customer. "The Heart is our identity-the Heart of our Southwest Employees enhances the Customer experience," said Krone. "As we developed the identity, it wasn't just about the new livery or the logo, but about developing the total, integrated brand expression of Southwest," said Rodney Abbot, Senior Partner at Lippincott. "With so much of Southwest's focus firmly set on the future, it was a natural time to look at our visual identity," said Bob Jordan, Southwest Airlines Executive Vice President and Chief Commercial Officer.
The job was to keep the elements of Southwest that our Employees and Customers love, and to make them a bold, modern expression of our future." "The job wasn't to change who we are," said Kevin Krone, Southwest's Vice President and Chief Marketing Officer. The task was given to distill more than 40 years of rich history into one modern, impactful look, representing the exciting future of a one-of-a-kind airline. To bring this all to life, Southwest collaborated with advertising and branding partners GSD&M, Lippincott, VML, Razorfish and Camelot Communications-each an expert in their own field. 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. "With all these exciting changes happening, we thought it was time for a new visual expression of our brand-one that marries our past to our present and sets the course for where we're headed in the future," Kelly said. Southwest continues to evolve, serving more than 90 destinations, and expanding its footprint in big markets like New York City and Washington, D.C. It's a big year for Southwest, as the airline introduces its legendary brand to international destinations the repeal of the Wright Amendment is within sight and the integration of AirTran Airways operations is on track to be completed later this year. "The Heart emblazoned on our aircraft, and within our new look, symbolizes our commitment that we'll remain true to our core values as we set our sights on the future." "Our collective heartbeat is stronger and healthier than ever, and that's because of the warmth, the compassion, and the smiles of our People," said Gary Kelly, Southwest Airlines Chairman, President, and Chief Executive Officer.
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