Southwest Airlines revealed a modern new look and logo today at an event in Dallas. (And TravelSkills is there!) By the end of 2014, Southwest expects to have at least 60 aircraft (0f about 550total ) with the new livery, with more coming in coming years.
“With so much of Southwest’s focus firmly set on the future, it was a natural time to look at our visual identity,” says Bob Jordan, Southwest’s Executive Vice President and Chief Commercial Officer. The task given to Lippincott, a brand strategy and design consultancy, was monumental: distill more than 40 years into one modern, impactful look that represents the exciting future of a one-of-a-kind airline.
Southwest says that more than 100 people have been working on the project for the last 15 months designing, holding focus groups with customers and employees, and analyzing data. “Little by little,” Southwest said, “a new look emerged, centered around something that has defined the company since day one: Heart.”
“We explored numerous options and always came back to the vibrant, iconic Heart as the only symbol that sums up our unique brand,” says Vanessa Peace, Manager of Brand Identity at Southwest. “Southwest employees are humble, and they carry that humility in everything they do,” explains Rodney Abbott, senior partner of design at Lippincott. “We were careful to retain the humbleness of the heart in the logo, yet go bold with it on the aircraft belly.”
Related: Take a look at Southwest Airlines’ current and previous liveries (or paint jobs)
Southwest says that 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,” it said.
In related news, Frontier Airlines is expected to reveal a new livery later this week, too.
So what do you think? Please leave your comments below.
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