southwest airlines reveals new aircraft livery, airport branding and logo

southwest airlines reveals new aircraft livery, airport branding and logo
all images courtesy of southwest airlines

the announcement of southwest airlines’ modern new look introduces a redesigned blue, white, red and yellow livery, a reworked southwest logo, newly developed 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. to bring the company’s graphic overhaul into effect, southwest collaborated with advertising and branding studios GSD&M, Lippincott, VML, razorfish and camelot communications, who were responsible for distilling more than 40 years of history into one progressive look.

‘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.’ 

‘with so much of southwest’s focus firmly set on the future, it was a natural time to look at our visual identity,’ added bob jordan, southwest airlines executive vice president and chief commercial officer. ‘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.’

the approach and focus with this launch has been with the intent to remain cost-neutral by using a phased roll-out. 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.

the heart on the belly of the plane is a symbolic reminder that the company puts their hearts into every flight

southwest continues to use the vibrant color palate and striped tail that has long identified the carrier

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