Southwest Brandbook

As a Southwest Brand Ambassador, your mission is to help us achieve consistency across all customer touch points–both internally and externally.

Welcome Our founding Vision was to democratize the skies. Today, we remain steadfast in our belief that our Customers deserve the lowest possible fare, the very best Customer Service, and world-class Hospitality. And it all starts with the Heart of our People. This Brand Style Guide reflects our long-standing commitment to embracing the unique Heart of our Company and our People. The look and feel you see in these pages is a celebration of our Employees–our greatest Brand Ambassadors. Consider the Brand Style Guide to be your playbook. As a Brand Ambassador, your mission is to help us achieve consistency across all customer touch points–both internally and externally. When we do this, we set ourselves up to create an iconic brand–one that is instantly recognizable as we set out to fulfill our Vision to become the world’s most loved, most flown and most profitable airline. Please use this Brand Style Guide to apply our look and feel to a variety of channels, all with goal of consistency in mind. We ask that you embrace this guide’s values; become familiar with it; and help us protect our beloved Brand. By using Southwest’s visual identity elements consistently, we present a unified front to communicate to the world who we are and what we stand for–the only airline with a Heart! Thank you for sharing your Heart with our Customers, our Communities, and our Southwest Family each and every day. Gary Kelly Southwest Airlines Brand Style Guide | 3