Logo Standard Logo Our logo emphasizes the Southwest name with a custom- designed wordmark that is modern, simple, and clear. The Heart Symbol punctuates the name, representing our distinctive People-Centered Culture. It remains true to our heritage and boldly expresses our Vision to become the World’s Most Loved, Most Flown, and Most Profitable Airline. The logo is our singular expression, replacing both the Winged Heart and Takeoff logos in all channels. Role of the Heart in our visual identity The Heart serves to build brand equity as an iconic symbol. • Our dedication to caring about each Customer and Employee as an individual • Our genuine, People-Centered Culture • Our unique personality, which enables us to stand alone in a category of one Note: We do not use the full Heart on its own due to lack of Brand recognition. The full Heart should always be used with the logo. The Visual Elements Southwest Airlines Brand Style Guide | 19