![]() It looks like they took the simplistic approach and I think it is great. Here is a sample (photo via Under Consideration): According to Southwest, the blue represents “the spirit of reaching new heights,” red represents “the passion for helping their customers,” yellow symbolizes “an exciting new day” for Southwest, and silver adds “energy that will take Southwest into the future.” They have also developed a whole new visual experience updating everything from Rapid Rewards cards to their onboard snack packaging which I can’t wait to see in action. The colors have symbolism and they stayed with that. I also like that they chose to stay true to their original color palette just brightening it up a bit, further emphasizing that they are not changing who they are. Both elements work very well cohesively but also are both very strong elements on their own. Most companies tend to emphasize the symbol but here they favored the type. I also really like the ratio of the typography to the heart symbol in the new logo. I think their new logo is extremely bold, fun and engaging. There is symbolism in the heart for Southwest being that Southwest’s home airport began as Love Field in Dallas, their stock symbol is “LUV” and that their goal is exceptional care and hospitality. ![]() I know you are thinking, “How cliche with the heart?” but I think it works in this case. So for those of you who haven’t seen their new branding, which is called “Heart” and is based on their employees (who are serving from the heart) here it is: They are honest about their business and truly help to try and make it a positive experience for all their customers. They genuinely embrace their brand and there aren’t any gimmicks. I have been a frequent flyer over the years on Southwest and think their brand is something different compared to other airlines. The job was to keep the elements of Southwest that our Employees and Customers love and to bring them to the forefront, modernizing them for our future growth.” I am totally in agreement with their strategy. According to Kevin Krone, Southwest’s Vice President and Chief Marketing Officer, “The job wasn’t to change who we are…We already know who we are. Southwest introduced their new branding in September of last year after it’s merger with AirTran Airways and it’s plans to delve into international air travel. So I thought I would share the details on Southwest’s rebranding and maybe it will inspire some thoughts of warm sunshine. I won’t really be going anywhere for a couple more months but just the thought made dealing with these last couple days of nasty weather seem almost bearable. I know you are probably thinking why, but the idea of flying somewhere warm and sunny made me smile. Ho Hum! The cabin fever is starting to set in for many of us around this office so when I was looking for some ideas for my blog post this morning and came across a follow up for Southwest’s rebrand on the blog “ Brand New,” I felt a glimmer of hope in what seems to be a dreary and cold world lately. We are supposed to get freezing rain again later today and then are in for more snow tomorrow night. I really can’t complain compared to all those people in Boston but I feel like this winter is never-ending. ![]() Welcome to another day of yucky weather! It is below freezing again and to be honest I am truly ready for spring.
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