The visual elements Overview Logo Our logo consists of the custom-designed Southwest wordmark and Heart Symbol. Colors Our primary color palette includes Bold Blue, Warm Red, Sunrise Yellow, Deep Silver, and a Summit Silver accent. Primary Typography Southwest Sans Southwest Sans A streamlined, custom-designed sans- Light Regular serif family reflects our modern, bold, and abcdefghijk abcdefghijk friendly character. ABCDEFGHIJK ABCDEFGHIJK Deep Silver Grey should be the primary 1234567890$%& 1234567890$%& color of all typography used in external, Customer communications. In internal communication, black may be used as a secondary option. Iconography Our uniform icon style is visually similar to the Heart Symbol. AIR CAR HOTEL VACATION SHOP AND DINE HOME Graphic elements We bring our distinctive color combination Note: No more than one graphic element can to life through a cropped version of the be used in combination. Heart Symbol, Warrior Stripes, and a Brand Bar stripe from our aircraft. When using the cropped Heart a logo must The Brand Bar stripe should typically be be present. used to create separation between the visual and a copy block, or to lend additional branding on Customer-facing advertising. The Visual Elements Southwest Airlines Brand Style Guide | 18