Company Introduces New Aircraft Livery, Airport Experience, Logo

Southwest Airlines introduced a modern new look to its iconic brand Monday at an event dedicated to its employees. The airline proudly unveiled a new aircraft livery, named Heart, airport experience, and logo.  The new look puts the airline's Heart on display, which the airlines says showcases the strength of the nearly 46,000 employees companywide.

"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.  "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."

Southwest says it's a big year for carrier, as the airline introduces 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. Southwest says it is continuing to evolve, serving more than 90 destinations, and expanding its footprint in big markets like New York City and Washington, D.C.

"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.

"The job wasn't to change who we are," said Kevin Krone, Southwest's Vice President and Chief Marketing Officer.  "We already know who we are.  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."

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. 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 approach and focus with this launch has been with the intent to remain cost-neutral by using a phased rollout, the airline said.  Aircraft will receive the newly painted livery within the aircraft's existing repainting schedule, with new aircraft delivered in the new Heart livery. In addition, many of the future airport conversions will be integrated into existing and upcoming airport improvement projects.

FMI: www.southwest-heart.com/,  Wright Amendment