Brand voice Overview Southwest puts People first. We feel human because we are. If we follow this Golden Rule of seeing the world, and particularly air travel, with humanity and honesty, our brand signature will be unique. We must see with fresh eyes, strip away clichés, and speak directly from the heart in all that we do. Our photography should feel alive. It should be spontaneous and modern, candid and honest, but always inviting and beautiful. Our voice should feel fresh, direct, and smart. We are insightful and clever, but always approachable — never snobbish. We’re friendly and sometimes funny. We like to make you smile, but we never try too hard for a joke. In all our communications, less is more. Everything we do must be user-friendly. Our guiding light is doing what People like. Will People find this helpful? Is it honest? Is it worth a busy person’s time? Does it leave someone feeling happier than they were before? Because the airline with a Heart always asks, how can we put People first? Voice and Tone Southwest Airlines Brand Style Guide | 13