It’s Official: Southwest Rebrands With Heart

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In the past week, we’ve speculated the Top 5 Reasons Why Southwest Airlines May Be Getting A New Paint Job Soon. Over the weekend, we took a Sneak Preview of Southwest Airlines New Livery. Just hours ago, Southwest Airlines revealed a new branding package starting with a website:

Screen Shot 2014-09-08 at 11.03.33 AM main page

The total rebranding effort is going to take more than a year to complete.  From peanut packages to a new uniform package for the employees – everything changes, and Southwest Airlines wants you to know that they are putting their heart into it.

Screen Shot 2014-09-08 at 11.20.46 AM

Southwest says … Without a heart, it’s just a machine.

Screen Shot 2014-09-08 at 11.19.50 AM

Primary colors for the primary snack at Southwest Airlines

And the official reason for the change?  From the website …

“The Heart is who we are,” Southwest’s Director of Brand Communications, Helen Limpitlaw, explains. “It encapsulates what we offer as a Company. It’s symbolic of our care, our trust, and our belief in providing exceptional hospitality. The Heart itself and the use of it just feels so right for the DNA of our brand.” Settling on a logo was just the beginning.

Customers will soon begin noticing an entirely new visual experience, all the way down to the packaging of Southwest’s famous complimentary snacks. Southwest’s iconic colors have even evolved, and the airline commissioned a custom typeface. Eventually, everything will be given a voice and a look that reflects the refreshed brand, from the planes themselves to the website, billboards, TV commercials, and more.

Bottom Line:

The rebranding effort is interesting – using primary colors rather than the ‘red white and blue’ of legacy carriers, but why do I think of this …

The Romanian flag

The Romanian flag

or even this …

Screen Shot 2014-09-07 at 12.30.48 AM

Classic … white, and red, and yellow, and blue

Why, why, why?  So.  What do you think?

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  1. I wish the passengers on Southwest would show some heart during the chaotic free for all that is the southwest boarding experience.

  2. I will never understand these boarding complaints. Southwest passengers stand in orderly lines and walk in file onto the plane. No scrum like the hundreds of people milling about the gate area during zone boarding on most other airlines. To each his own, though.

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