Brand Architecture All marks, wordmarks, logos and/or treatments that represent Southwest should fall within one of the four styles below. These styles ladder up to our Master Brand philosophy, a philosophy that states that we have one sole identifying logo. Please seek clarification when developing, or using any of the below listed categories with Brand Identity. Any marks developed or designed prior to September 8, 2014 should be archived and transitioned to a treatment below. The Visual Elements Southwest Airlines Brand Style Guide | 28