Contents Photography Style Guide Merchandising Tips Airport and Inflight 53 Overview 91 Customer & Employee merchandising Style Guide The Philosophy 54 Examples 92 Internal Merchandising 124 Brand experience 5 Looking within 55 Planes 93 Internal Merchandising 125 Check-in back wall panel type and symbol 6 Mission Statement 56 People overview 94 Materials specifications 8 Our Customer Promise 57 Employees 95 Celebration/Event Décor—Banners and Tables 126 Check-in back wall panel color breakdowns 58 Employees and Customers 96 Heart junior 127 Check-in back wall panel 4' specifications Brand Standards 59 Environment 97 Approved vendors 128 Check-in back wall panel 4' 6" specifications 10 Brand Identity governance checklist 60 Destinations 129 Sign and wall panel Warrior Stripes application guide 60 Cities Internal Communications Style Guide 130 Check-in back wall doorway specifications The Voice & Tone 60 Vacations 99 Business cards and email signature 131 Check-in back wall Option B 12 Brand Voice 60 Business 100 Letterhead template and memo 131 18" sign surface mounted non-illuminated 15 Brand Tone 101 Envelope 132 Directional signage overview 16 Expression Print Tips 102 Powerpoint template 133 Check-in back wall and directional signage (mega) 62 Print Template 136 Gate Information Display System (GIDS) The Visual Elements ® 137 Specialty logos and general signage 62 Single-page grid Rapid Rewards Style Guide 18 The visual elements 65 Print Template 104 Heart Branding 138 Flight Information Display System (FIDS) 19 Standard Logo 105 Heart Frame and Watermark 139 Ground Service Equipment (GSE) 20 Logo Clear space and minimum size Out-of-home tips 106 Heart Usage Guidelines 21 Online Logo 67 Out-of-home 107 Counterexamples Video Style Guide 22 Online and standard logo Heart Symbol comparison 67 48’X14’ Spectacular 108 Welcome kit 141 Broadcast 24 Incorrect usage 68 Out-of-home 141 Aspect Ratios 25 Master logo suite 69 Out-of-home Direct Mail 142 Logo card 26 Core business logo suite 69 48’X14’ spectacular • photography + type solutions 110 Watermark 143 Logo card with free messaging scroll 27 Logo color iterations 70 Out-of-home 111 Heart Frame 144 New city/new service scroll 28 Brand Architecture 71 Jetbridge 22” X 36” 145 New city/new service + price point 30 Colors Social 146 New city/new service + price point 30 Gradients Digital Advertising Tips 113 Heart Frame 147 Sale + price point 32 In use 74 Blueprint Writing Style and Trademarks Guide 148 Sale + price point 33 Typography 75 Core Lines Business Logos 34 Iconography 76 Sale/Price Point 115 Overview Casting 35 Heart Symbol Cropping 77 Animation 116 List of Terms 150 Casting 36 Warrior Stripes 78 Lifestyle Photography 118 Quick reference 151 Casting 37 Brand bar overview 79 Partner / Logo Treatment 119 Writing Reference 38 Application table 80 300x250 / 728x90 Combined City Name Style Guide Styling and Wardrobe 81 300x600 / 160x600 153 Styling and Wardrobe Illustration Style Guide 82 970x250 / 320x50 / 300x50 122 Contacts 154 Styling and Wardrobe 42 Color Palette 83 Paid Social - Facebook 43 Color Usage Example 84 Paid Social - Twitter / LinkedIn 44 Environment - Cities 85 Pre-Roll Video 45 Environment - Plane Seats 46 Environment - Ticket Counter Marketing Email Tips 47 People 87 Overview 48 People - Ethinicity 49 People - Body/head features and guidelines Partnership Tips 50 Social Media Examples 89 Logo styling 51 Apparel Visual Identity Style Guide Southwest Airlines Brand Style Guide | 2