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Southwest unveils new ‘heart’ branding

Southwest Airlines has revealed a brand new livery and logo to celebrate its recent developments – the near-complete integration of AirTran which has allowed Southwest to launch international services (which began in July), and the lifting of The Wright Amendment, meaning the airline can increase its non-stop domestic services from its home airport, Dallas Love Field.
As part of the rebrand Southwest also plans to introduce new inflight materials – including a new magazine – as well as a revamped online and airport experience.
“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,” commented Gary Kelly, Southwest’s CEO.
The first aircraft in the new livery is called ‘Heart One’, and the new heart logo will feature on the belly of all Southwest aircraft. The new branding also features a custom typeface acquired by the airline. The new look was created by Southwest’s design partners GSD&M, Lippincott, VML, Razorfish and Camelot Communications. The process involved 100 people and took 15 months.
Describing the colour scheme of the heart, a new web-page dedicated to the initiative explains, “Bold blue evokes the spirit of reaching new heights. Warm red represents our passion for helping our customers. Sunrise Yellow symbolises an exciting new day for Southwest. And Summit Silver adds a contemporary energy to take us into the future.”
Southwest hopes to have painted 60 aircraft by the end of 2014 under the airline’s existing repainting schedule to remain cost-neutral. It also aims to update all airport kiosks, ticket counters, gates, displays and other amenities – right down to onboard snacks – by the end of 2016.

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