Rapid Rewards Heart Branding Rapid Rewards Heart Branding The Southwest Heart is central to experiences with our brand. It’s an asset that’s purposely used at touchpoints across a variety of channels. For our Rapid Rewards program, we recognized the need for a unique asset that supports the idea that Rapid Rewards is more than a loyalty program—it’s a relationship. Leveraging the framework of our brand Heart (also known as the brightwork), we developed an asset that could be used to deliver both functional and emotional messaging, while differentiating the brand from our competitors. By using silver as our official color for Rapid Rewards, we are showcasing the true and lasting value of the program for our Customers. In considering the application for this new brand asset, we’ve created these guidelines to define the use cases across multiple channels and a roadmap for acceptable usage. ® Rapid Rewards Style Guide Southwest Airlines Brand Style Guide | 104