Brand Standards Brand Identity governance checklist Brand Standards Quick Reference Guide Brand Tone □ Does creative fit our personality? (Refer to tone words on page 15.) □ Can we inject personality? (Refer to personality description on page 14) □ Does it shed positive light on our brand? Logo □ Is the logo being used correctly? (not manipulated, refer to page 24) □ Is the logo placed correctly? (top right or bottom right, refer to page 23) □ Does the logo have ample negative space around it? (Refer to page 20.) □ Is the logo for a core product or the Southwest master brand? (Refer to page 26) □ Is the correct logo being used? (digital vs. print vs. experiential, refer to page 38) □ Is there a partner logo, and is it locked up correctly? (Refer to page 28). □ Does your project meet the requirements of audience and reach under brand architecture? (Refer to “Brand Architecture” on page 27). Graphic elements □ Is the brand bar present? (All advertising communications must have the Southwest brand bar, refer to page 37) □ Is the brand bar size and placement correct? (Refer to page 37) □ Are the warrior stripes being used correctly? (Refer to page 36) □ Is the heart being used and cropped correctly? (Refer to page 35) □ Is there a call-to-action button being used correctly? (Yellow button used for digital and direct mail application, refer to page 74) Typography □ Is all text placed in Southwest Sans or Arial? □ Is all text placed correctly (flush left, rag right, correct size and color, applies to copy, headlines, and legal; refer to page 32) □ Is all text placed on a gradient background instead of over a photo? □ Are all trademarks placed appropriately? □ Is the headline being treated correctly (set in Southwest Sans Bold and PMS 5414 with plenty of negative space around margins, refer to page 32) □ Has all punctuation and capitalization been checked? Photography □ Is all photography in accordance with the Photography Style Guide? (Refer to pages 51-60) □ Does all imagery portray photo standards? (Refer to page 51) □ Does all photography fit our brand personality? (Refer to page 52) □ Does the photography use diversity? □ Is the photography overly filtered? (Photography should not be heavily filtered.) The Visual Elements Southwest Airlines Brand Style Guide | 10