New Logo and Corporate Identity for Southwest Airlines

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Southwest has a new look and logo design that puts a new spin on the phrase ‘love is in the air’. Designed by Lippincott, a New York based communications agency, the new Southwest logo and look features a colorful heart as its new icon and symbol. 

This new logo revamp for Southwest Airlines was long overdue. The old Southwest logo was outdated and tired. Their old logo wasn’t anything special as it merely paired the southwest name with an image of one of their planes. Southwest’s new heart logo on the other hand is striking, modern and unique. It stands out among the other airline logos and it depicts Southwest Airlines as a warm and welcoming airline that genuinely has its customer’s best interests in mind. The new heart logo adds to Southwest’s image while being careful not to overshadow it and steal center stage. The new heart icon is small and tasteful as it compliments the contemporary Southwest wordmark. It acts as punctuation and as such, it doesn’t detract from the Southwest name itself. The Southwest logo also uses new typography that is clean, modern and more recognizable than the old Southwest lettering of the past. 

“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”, said Gary Kelly, Southwest Airlines Chairman, President, and Chief Executive Officer.

"It's the finishing touch that makes the Southwest brand unique, demonstrating that Southwest cares about each and every Customer.  Even on the belly of the plane, the Heart is a symbolic reminder that we put our Hearts into every flight", said Kevin Krone, Southwest's Vice President and Chief Marketing Officer.

Along with a new logo, Southwest airlines also partnered with GSD&M, VML, Razorfish and Camelot Communications whom all helped to create a whole slew of new marketing and advertising materials for Southwest. From new airline in-flight materials and magazine to new ticketing counter displays and advertising materials, Southwest Airlines now looks like the newest and brightest choice in airline travel.

Southwest Airlines has also been given a whole new aircraft livery (aircraft livery is the name given to the paint detail applied to aircrafts). Their planes have all been repainted and outfitted with their new look. The new Southwest wording is now displayed proudly across the fuselage while the new heart logo has been painted on the belly of the Southwest airplanes. I love this and it should make for a huge impact when flying overhead. I look forward to the day when I can easily spot a Southwest airplane flying through the sky over my head. Great work!


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