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Southwest Airlines Brand Book

Southwest Airlines Co., typically referred to as Southwest, is one of the major airlines of the United States and the world's largest low-cost carrier. It has scheduled service to 121 destinations in the United States and 10 additional countries

® Southwest Airlines Brand Style Guide Spring 2017 • Rev 5 Visual Identity Style Guide Southwest Airlines Brand Style Guide | 1

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

Southwest Brandbook

As a Southwest Brand Ambassador, your mission is to help us achieve consistency across all customer touch points–both internally and externally.

Welcome Our founding Vision was to democratize the skies. Today, we remain steadfast in our belief that our Customers deserve the lowest possible fare, the very best Customer Service, and world-class Hospitality. And it all starts with the Heart of our People. This Brand Style Guide reflects our long-standing commitment to embracing the unique Heart of our Company and our People. The look and feel you see in these pages is a celebration of our Employees–our greatest Brand Ambassadors. Consider the Brand Style Guide to be your playbook. As a Brand Ambassador, your mission is to help us achieve consistency across all customer touch points–both internally and externally. When we do this, we set ourselves up to create an iconic brand–one that is instantly recognizable as we set out to fulfill our Vision to become the world’s most loved, most flown and most profitable airline. Please use this Brand Style Guide to apply our look and feel to a variety of channels, all with goal of consistency in mind. We ask that you embrace this guide’s values; become familiar with it; and help us protect our beloved Brand. By using Southwest’s visual identity elements consistently, we present a unified front to communicate to the world who we are and what we stand for–the only airline with a Heart! Thank you for sharing your Heart with our Customers, our Communities, and our Southwest Family each and every day. Gary Kelly Southwest Airlines Brand Style Guide | 3

The Philosophy The Fundamentals

Looking within At the heart of who we are. Our Purpose Connect People to what’s important in their lives through friendly, reliable, low-cost air travel. Our Vision To become the World’s Most Loved, Most Flown and Most Profitable Airline. Our Values Live the Southwest Way Work the Southwest Way Warrior Spirit Safety and Reliability Servant’s Heart Friendly Customer Fun-LUVing Attitude Service Low Costs The Philosophy Southwest Airlines Brand Style Guide | 5

Mission Statement Our Mission The mission of Southwest Airlines is dedication of the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.

Customer Brand Platform

Our Customer Promise Brand platform and pillars Our Brand Human Bold Modern Innovative Provocative Humor Energetic Smart People First At Southwest, we do things a little differently. Here, every Customer and Employee is seen as a valued individual. Our genuine people, distinctive service and flexible practices create a travel experience that’s more enjoyable, more cost-effective, and just for you. What makes us different? We are innovators, always finding We are built to give you “the freedom to Our people-centered culture empowers smart ways to keep our performance travel your own way, providing comfort our Employees to address the unique reliable and fares low. and hassle-free flexibility with no fees. needs of each Customer. The Philosophy Southwest Airlines Brand Style Guide | 8

Brand Standards

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

The Voice & Tone

Brand Voice People are everything, especially for a brand that puts People first.

Brand voice Overview Southwest puts People first. We feel human because we are. If we follow this Golden Rule of seeing the world, and particularly air travel, with humanity and honesty, our brand signature will be unique. We must see with fresh eyes, strip away clichés, and speak directly from the heart in all that we do. Our photography should feel alive. It should be spontaneous and modern, candid and honest, but always inviting and beautiful. Our voice should feel fresh, direct, and smart. We are insightful and clever, but always approachable — never snobbish. We’re friendly and sometimes funny. We like to make you smile, but we never try too hard for a joke. In all our communications, less is more. Everything we do must be user-friendly. Our guiding light is doing what People like. Will People find this helpful? Is it honest? Is it worth a busy person’s time? Does it leave someone feeling happier than they were before? Because the airline with a Heart always asks, how can we put People first? Voice and Tone Southwest Airlines Brand Style Guide | 13

Brand voice Defined When you’re defining a brand’s voice, it’s best to think about it as if the company was a person. Maybe they’re big and brash or maybe they’re quiet and reserved. Whatever the case, their personality represents who they are. And if they deviate from it, it’s instantly noticeable. The Southwest brand is no different. We have a voice and must remain true to it at all times. Otherwise, we risk seeming disingenuous or unfocused, and our Customers will stop feeling a connection with the airline. Once that connection is gone, they’ll be less likely to choose us for future flights. Southwest is: • Friendly—when we speak, it should sound like we are smiling. Our brand voice is bright and optimistic. There’s nothing snobbish or aloof about us. • Smart—we’re insightful. We do things differently at Southwest, and our wit comes through in the way we speak. Our humor is rooted in clever observation and a spirit of fun. We put an unexpected twist on relatable human truths and share our smarter take on travel but always with a smile. Previously the Southwest brand embraced broader, more slapstick comedy—for example, a pratfall or a funny gag to get a laugh. As our brand has evolved, so has our tone. The result is still laughter, but today our method is more mature. • Genuine—we sound like a real person. We speak in a way that’s casual, warm, and relatable but not too homespun. We’re honest and straightforward. No faking, overexaggerating, or trying too hard for a joke. • Bold—we’re a Company of individuals. We’ve always dared to do things differently. We stand out while giving people something to think about, to smile about, and to remember. Voice and Tone Southwest Airlines Brand Style Guide | 14

Brand Tone Personality Human Modern We are human. We have a clean, modern new look and feel. Our work has a human voice. Bright, clean, bold. It is always warm with a positive attitude, never corporate. We always stay true to our roots, but we never look backwards and Our imagery features humanity and Heart with a capital H. are always embracing the new. One that beats to the pulse of making travel easier and more We are constantly evolving. enjoyable for all. Smart Energetic We aren’t a company that stays satisfied or one that embraces We get it. And we have a sense of fun while we do our jobs. being complacent. Hey, if you don’t love what you do, do something else, right? We MOVE. Well, we love our jobs and it shows in the way we do them: We lead the way and do so with gusto. smartly with a sense of fun. We have a Spirit in our brand voice that is fun and full of energy. In our communications, we put an unexpected twist on relatable human truths and share our smarter take on travel, but always Innovative with a smile. We are an incredibly innovative company. ® See modern. See The Southwest Effect. See bags fly free . Provocative SM See no change fees. See Transfarency . We make others uncomfortable. And by others, we mean See our Company business model. legacy airlines. See who is now the number-one airline in North America. We don’t follow the conventional rules. We disrupt the status quo by leading with our Heart. It seems to have worked pretty well so far. Bold We are not afraid to take risks. We do that which others are afraid to do. Being bold is hardwired into our DNA. We don’t know any other way—it’s how we were born. Bold is how we have always rolled, and we’re not stopping now. For example, our innovations of creating the world’s first low- fare airline, letting bags fly free®, and introducing the world to SM Transfarency . Bold indeed. Voice and Tone Southwest Airlines Brand Style Guide | 15

Pretzels Pretzels Just because we like you. Just because we like you. Tone & Voice Expression Lightly Salted Honey Roasted Lightly Salted Honey Roasted Peanuts Pretzels Peanuts Peanuts Just because we like you. Peanuts Peanuts are our favorite too. We thought you deserved Peanuts are our favorite too. We thought you deserved a treat. a treat. Lightly Salted Honey Roasted INFLIGHT COLLATERAL NAPkiN INFLIGHT COLLATERAL NAPkiN Peanuts Peanuts Peanuts are our favorite too. We thought you deserved a treat. I’d be happy to Here’s to you. hold your drink. INFLIGHT COLLATERAL NAPkiN INFLIGHT COLLATERAL NAPkiN Yes, we fly there. Yes, we fly there. 5 countries, 5 countries, 90 destinations, 90 destinations, and counting. and counting. Who’s thirsty? Made with 100% recycled fiber (May contain incidental [<0.5%] non-recycled fiber) Cheers, Made with 100% recycled fiber (May contain incidental [<0.5%] non-recycled fiber) or f e ar e c W Yes, we fly there. Yes, we fly there. 5 countries, 5 countries, bags. our 90 destinations, 90 destinations, y and counting. and counting. bags. our y or f e ar e c W Made with 100% recycled fiber (May contain incidental [<0.5%] non-recycled fiber) Made with 100% recycled fiber (May contain incidental [<0.5%] non-recycled fiber) Voice and Tone Southwest Airlines Brand Style Guide | 16

The Visual Elements

The visual elements Overview Logo Our logo consists of the custom-designed Southwest wordmark and Heart Symbol. Colors Our primary color palette includes Bold Blue, Warm Red, Sunrise Yellow, Deep Silver, and a Summit Silver accent. Primary Typography Southwest Sans Southwest Sans A streamlined, custom-designed sans- Light Regular serif family reflects our modern, bold, and abcdefghijk abcdefghijk friendly character. ABCDEFGHIJK ABCDEFGHIJK Deep Silver Grey should be the primary 1234567890$%& 1234567890$%& color of all typography used in external, Customer communications. In internal communication, black may be used as a secondary option. Iconography Our uniform icon style is visually similar to the Heart Symbol. AIR CAR HOTEL VACATION SHOP AND DINE HOME Graphic elements We bring our distinctive color combination Note: No more than one graphic element can to life through a cropped version of the be used in combination. Heart Symbol, Warrior Stripes, and a Brand Bar stripe from our aircraft. When using the cropped Heart a logo must The Brand Bar stripe should typically be be present. used to create separation between the visual and a copy block, or to lend additional branding on Customer-facing advertising. The Visual Elements Southwest Airlines Brand Style Guide | 18

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

Logo Logo Clear space and minimum size Clear space X X X X Always surround the Southwest logo with at least the required minimum of clear space, which is equal to the Y X height of the capital “S” in Southwest. Y X 0.5 Y In digital, wayfinding, and signage applications only, the X clear space may be reduced to one half of the capital “S” 0.5 X X in Southwest. 0.5 X 0.5 Y X X Note: Clear space rules apply to all versions of the Southwest logo, including the online logo. For print and all collateral Core business logo spacing for print and all collateral Note: Select logo at best discretion, preference is smaller Heart version. 0.5 X 0.5 X 0.5 X 0.5 X 0.5 X 0.5 X X X 0.5 X 0.5 X For digital, wayfinding, and signage Core business logo spacing for digital, wayfinding, and signage Minimum size Note: The logo must always be at least 1" wide. Minimum size: 1" The Visual Elements Southwest Airlines Brand Style Guide | 20

Logo Online Logo We have optimized the height and color of the Heart Symbol for web, tablet, and mobile applications, allowing the silver background of the Symbol to appear as a solid color. This adjusted artwork must only be used on southwest.com and in our mobile applications. Note: The online logo artwork may only be used when the The height of the Heart Symbol increases in the height of the Heart Symbol is less than 40 pixels. digital version to align with the height of the letter “u” in the wordmark. Do not use the online artwork outside of our web site, e-mails, mobile applications, approved online partnership This artwork may only be used when the height logo placements, and occasional merchandise pieces. of the Heart Symbol is less than 40 pixels. Web site and e-mail applications (for desktop and tablet) 22px Mobile applications 14px Southwest Note: Whenever the height of the Heart Symbol Delta Southwest American United is larger than 40 pixels—e.g., as the mobile app icon—the standard artwork must be used JetBlue TripIt (including the silver gradient). The Visual Elements Southwest Airlines Brand Style Guide | 21

Logo Online and standard logo Heart Symbol comparison Before developing any creative, take a few moments to review this page and make sure you are selecting the right Southwest logo for the job. 39px 40px 14px Online artwork (flat gray) Standard artwork (including the Use this version for: silver gradient) • Favicon Use this version for: • Facebook profile picture thumbnail • Mobile app icon • Online • Facebook profile picture • Mobile • Twitter (Social media) Note: Use this artwork only when the Note: Always use this artwork when height of the Heart Symbol is less than the Heart Symbol appears larger 40 pixels. than 40 pixels in height. The Visual Elements Southwest Airlines Brand Style Guide | 22

Logo Logo placement The placement of the logo for marketing materials (e.g., print advertising, OOH, magazine, packaging, etc.) is the top-right or bottom-right corner. Marketing Communications Digital Communications When used in web applications and e-mail, the logo must In marketing materials, the logo must be placed Webpage and Templated e-mail applications only. be placed in the top-left corner. In mobile applications the in the top-right or bottom-right corner of the page. logo can be centered. When posting to social channels, there is more flexibility in the position of the logo, but it cannot be centered. When placing the logo, consider the width of the Rapid Rewards channel space. For placements that look askew, centering Two bags for the can be used. Member price of none. First and second checked bags. Weight and size limits apply. Mobile In mobile applications, the logo can be centered. Social Placement There is more flexibility in placing the logo in social channels. However, centered placement is still reserved for the mobile application. ® Travel Our rewards policy is Advisory simple. If we have a seat, you have a seat. Scheduled service may be disrupted. e thin a reward fli‡ht should be Šust that—a reward. So we don’t blac ® out dates. „oints don’t e†pire.ƒ And our Rapid Rewards pro‡ra­ was na­ed €est Award Seat Availability in the industry. So ‡o ahead and tae your seat. Œou deserve it. Žoin now by visitin‡ southwest.co­‘enroll. ® Southwest Airlines is the only U.S. airline with 100% reward seat availability, as reported in the Switchfly Reward Seat Availability Survey, May , 01, at deaors o­pany.co­. €enefits apply ® to points transactions. ƒ„oints don’t e†pire as lon‡ as you have fli‡htˆ or partnerˆearnin‡ activity every  ­onths. All Rapid Rewards rules and re‡ulations apply. ©01 Southwest Airlines o. 3 The Visual Elements Southwest Airlines Brand Style Guide | 23 Delta Southwest American United JetBlue TripIt

Logo Incorrect usage Do not remove the Heart Symbol from the logo. (See note.) Do not flip the Heart Symbol. Do not use the Heart Symbol within messaging. Never manipulate the logo in any way. Do not flip the logo in such a manner that colors do not follow their appropriate transition of color from Bold Blue, Warm Red and Sunrise Yellow. If a logo must be applied to an image, it may not be applied over any active image. Never place the logo on a busy Do not use the digital logo in print applications. Do not add departments or other unapproved names background. Only place the logo on an image that contains Do not alter or replace the typography. to the logo. sufficient white space. Note: Only remove the Heart from the logo in situations where the item could be soiled or worn. E.g., a soccer ball or ground equipment. . Do not split the word Southwest onto more than one line. Do not condense, distort, or stretch the logo. Do not alter the approved specialty logos in any way. Do not tilt the logo. Do not change the placement of Do not place the logo on backgrounds Do not alter the color of the wordmark. the Heart Symbol. that make it hard to read or illegible. Note: Images and application examples throughout this document are only for illustrative and guidance purposes, and they are not available for general use. Any imagery rights Do not mix old and new branding. must be acquired on a case-by-case basis. Do not place the logo on a busy background. The Visual Elements Southwest Airlines Brand Style Guide | 24

Logo Master logo suite Before developing any creative, take a few moments to review this page and make sure you are selecting the right Southwest logo for the job. Standard logo Online logo Dot-com logo Airlines logo Use this logo for: Use this logo for: Use this logo for: Use this logo for: • All Customer communication excluding online, • Digital advertising • Advertising on television • An ything that appears in a market where Southwest broadcast, and sports sponsorships • Websites • Sponsorship signage is not well known (e.g., Central or South America). • General marketing materials • E-mails • On-screen identification • Applic ations that legally require the full Southwest • Signage • Mobile apps • Anything requiring a stand-alone direction Airlines name. • Animations to our website • PowerPoint Note: This logo may be used only when the Heart Symbol Note: This logo may be used only in situations where • Digital Video appears smaller than 40 pixels in height. Note: This logo may be used in messaging to direct Southwest is unfamiliar, such as in new international • Digit al applications where the Heart Symbol appears Customers to the Southwest website. It is preferable to use markets, or when legally required. larger than 40 pixels in height the standard logo in instances outside of broadcast and sponsorship components. Note: The standard logo is used in almost all applications. If in doubt, use this art. The Visual Elements Southwest Airlines Brand Style Guide | 25

Logo Core business logo suite These are our core business logos that target a unique segment or combine a broad range of products and services. There are no additional exceptions for additional logo development beyond these marks. Note: Use these logos only when legally required. These are the only specialty logos approved for use. There are no exceptions. The Visual Elements Southwest Airlines Brand Style Guide | 26

Logo Logo color iterations Full-color logo If color printing is available, use the full-color version of the logo. Southwest_cmyk.ai Southwest_cmyk_rev.ai Southwest_cmyk_News.ai Southwest_cmyk_News_rev.ai Southwest_cmyk_OOH.ai Southwest_cmyk_OOH_rev.ai Southwest_rgb.ai Southwest_rgb_rev.ai Southwest_online_rgb.ai Southwest_online_rgb_rev.ai Grayscale logo When color printing is not available, use the appropriate grayscale artwork. Southwest_grayscale.ai Southwest_grayscale_rev.ai Single-color logo In rare situations, it is impossible to reproduce the color gradient in our symbol. In these rare cases only (e.g., when etching the logo), use the appropriate single-color artwork. Southwest_single_blue.ai Southwest_single_w.ai News—Art prepared with optimal colors for printing on newsprint. OOH—Art prepared with optimal colors for printing on vinyl and other large-format applications. Southwest_single_k.ai Online—Art prepared with different proportions of the Note: When the logo appears on a dark background, use the reversed artwork. wordmark to the Heart Symbol to ensure the best legibility on-screen. This art may only be used online. The Visual Elements Southwest Airlines Brand Style Guide | 27

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

Color palette Overview Southwest’s colors are our primary visual identifier. Bold Blue Warm Red Sunrise Yellow Summit Silver Deep Silver Bold Blue, Warm Red, Sunrise Yellow, Deep Silver, and Summit Silver are our primary colors. We use them in the Heart Symbol and throughout the visual system. Note: Please use support colors sparingly and in intended environments. Note: The CMYK and RGB color breakdowns shown on this page and throughout the Visual Identity Standards have not been evaluated by Pantone, Inc. for accuracy and may not ® ® ® ® ® Pantone 2126 C Pantone 2035 C Pantone 7549 C Pantone 10104 C Pantone 5415 C match the PANTONE Color Standards. Available in PANTONE Plus Series Available in PANTONE Plus Series Available in PANTONE Plus Series Available in PANTONE Plus Series Available in PANTONE Plus Series General printing General printing General printing Premium Metallic General printing For accurate PANTONE Color Standards refer to the current C:100 M:82 Y:0 K:0 C:2 M:100 Y:100 K:4 C:0 M:28 Y:100 K:0 General printing C:68 M:43 Y:30 K:4 edition of the PANTONE formula guide. Large format/OOH Large format/OOH Large format/OOH C:3 M:3 Y:3 K:6 On-screen ® C:96 M:84 Y:0 K:0 C:0 M:100 Y:100 K:0 C:0 M:28 Y:100 K:0 Paint R:94 G:126 B:149 PANTONE is the property of Pantone, Inc. CA8800 | 92113 HEX: #5E7E95 Newsprint Newsprint Newsprint Gloss Silver M/NM All printers and vendors need to make sure they are using the C:100 M:82 Y:0 K:0 C:2 M:100 Y:100 K:4 C:0 M:10 Y:100 K:0 most recent PANTONE swatch books when matching colors. On-screen On-screen On-screen Note: Wherever possible R:48 G:76 B:178 R:213 G:21 B:46 R:255 G:191 B:39 make sure that the Summit Paint specifications are for PPG Aerospace and Boeing. HEX: #304CB2 HEX: #D5152E HEX: #FFBF27 Silver is printed with a Paint Paint Paint metallic quality. CA8800 | 6677 Gloss Blue CA8800 | 4417 Gloss Red CA8800 | 3213 Gloss Yellow Rapid Rewards and E-mail Communication Color Palette Digital Color Palette White Dark Blue Midnight Turquoise Green Orange Black Blue ® ® ® ® General printing On screen Pantone 2147 C Pantone 2766 C Pantone 2995 C Pantone 2258 C On-screen R:255 G:255 B:255 Available in Available in Available in Available in C:0 M:66 Y:90 K:0 R:0 G:0 B:0 HEX #FFFFFF PANTONE Plus Series PANTONE Plus Series PANTONE Plus Series PANTONE Plus Series On-screen HEX #000000 Paint General printing General printing General printing General printing R:255 G:121 B:46 Note: Only use black BAC70846 C:100 M:91 Y:3 K:35 C:100 M:100 Y:6 K:60 C:83 M:1 Y:0 K:0 C:91 M:0 Y:100 K:8 HEX: #FF792E in “limited restrictive On-screen On-screen On-screen On-screen settings” R:26 G:44 B:128 R:17 G:27 B:64 R:0 G:169 B:224 R:0 G:128 B:32 HEX: #1A2C80 HEX: #111B40 HEX: #00A9E0 HEX: #008020 The Visual Elements Southwest Airlines Brand Style Guide | 29

Colors Gradients Silver gradient. Backgrounds: PMS 5455 Radial Gradations 50-55% over white. Available in PANTONE Plus Series Radial gradients are used to provide a clean canvas for text in com- munication and advertising materials. Our primary gradient is the silver gradient which uses Deep Silver. The silver gradient is suitable for text only designs and for designs ustilizing photography Set gradient ramp location to 87%. Text only solutions may use Bold Blue or Warm Red in place of Say hey to the Bay. Deep Silver to make the gradient. When using these colors in 1.6.15 Nonstops to San Francisco (SFO) LUVGuardia. Say hey to the Bay. and Oakland (San Francisco Bay Area) gradients use the silver brand bar. 11.2.14 Nonstops to New York (LaGuardia) 1.6.15 Nonstops to San Francisco (SFO) and Oakland (San Francisco Bay Area) LUVGuardia. 11.2.14 Nonstops to New York (LaGuardia) Do not use Warm Red type on a Bold Blue field, or Bold Blue type on a Warm Red field. . o C s e Note: When using photography ‚irlin t es €outhw  ­ ® © the silver gradient must be used When overnight is overdue, ship Next Flight Guaranteed (NFG). in conjunction with the blue With Next Flight Guaranteed(NFG), your Cargo will get where it’s going on brand bar. ® time or your money back. isit swacargo.com or more inormation. The Visual Elements Southwest Airlines Brand Style Guide | 30

Typography Our typography is modern, confident, and stylish. It is approachable, helping us maintain a conversational tone with Customers. Southwest Using our typeface consistently strengthens our communications by giving them a distinctive, easily recognizable visual style. Southwest Sans Light Southwest Sans Medium Copy color should use Deep Silver in most instances. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Black is only used for text when Deep Silver or ABCDEFGHIJKLMNOPQRSTUVWX ABCDEFGHIJKLMNOPQRSTUVWX Midnight Blue is not an option. Type should be left justified, right rag. YZ1234567890$%&(.,:’ ” / !?) YZ1234567890$%&(.,:’ ” / !?) Optimal leading for body copy is the type size +5 pt. Note: Southwest Sans is proprietary and cannot be used Southwest Sans Regular Southwest Sans Bold for any client other than Southwest Airlines. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Note: Consider using italics for internal purposes only. ABCDEFGHIJKLMNOPQRSTUVWX ABCDEFGHIJKLMNOPQRSTUVWX YZ1234567890$%&(.,:’ ” / !?) YZ1234567890$%&(.,:’ ” / !?) Digital display digital font and partner advertising Arial Regular Arial Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Arial may be used in place of the Southwest Sans typeface ABCDEFGHIJKLMNOPQRSTUVWX ABCDEFGHIJKLMNOPQRSTUVWX for any dynamically generated content. (e.g., Microsoft® Word and PowerPoint®…) YZ1234567890$%&(.,:’ ” / !?) YZ1234567890$%&(.,:’ ” / !?) Should be for web experience, e-mails, etc. Paid and graphics should be SWA Sans. The Visual Elements Southwest Airlines Brand Style Guide | 31

Welcome to Welcome to Welcome to Welcome to ® ® ® ® Rapid Rewards Rapid Rewards Rapid Rewards Rapid Rewards A-List A-List Preferred Companion Pass Typography In use When using typography, follow these simple rules to Use Southwest Sans Medium or Use support colors sparingly to draw attention to important ensure consistency: Bold type for primary messages. content (e.g., pricing, a call to action, or the headline). • Use sentence case (e.g., Helpful information), not title case (e.g., Helpful Information). • Use Southwest Sans Medium or Bold as the primary weight for headlines and important messages. Welcome to Welcome to Welcome to Welcome to ® ® ® ® Rapid Rewards Rapid Rewards Rapid Rewards Rapid Rewards • Use scale to reinforce the hierarchy of information. Welcome to A-List status!A-List A-List Preferred A-List Preferred Companion Pass Partners Welcome to A-List status! A-List Preferred Partners Get more points and more recognition when you reach our premier status level: A-List Preferred. From dining to driving, utilizing our Partners gives you even more ways to earn points just by doing the Get more points and more recognition when you reach our premier status level: A-List Preferred. From dining to driving, utilizing our Partners gives you even more ways to earn points just by doing the • Limit changes in weight. Simply fly 50 qualifying one-way fl ights or earn 70,000 Tier Qualifying Points* in a calendar year, things you already do. For a complete list of Rapid Rewards Partners, visit southwest.com/partners. Simply fly 50 qualifying one-way fl ights or earn 70,000 Tier Qualifying Points* in a calendar year, things you already do. For a complete list of Rapid Rewards Partners, visit southwest.com/partners. ® We’re pleased to provide you with and your travel experience will become even more rewarding. As an A-List Preferred Member, We’re pleased to provide you with and your travel experience will become even more rewarding. As an A-List Preferred Member, Self Full Fly By Express Self-Tag you’ll enjoy all of the benefits of A-List, along with the additional bene fits below: you’ll enjoy all of the benefits of A-List, along with the additional bene fits below: • Use all caps only for flight information and labels exclusive benefits that make your travel exclusive benefits that make your travel Service service Priority International Bag Drop Your Bags $ (e.g., to label blocks of information within GIDS). more enjoyable and rewarding. Your 100% Earning Bonus more enjoyable and rewarding. Your 100% Earning Bonus Earn double points on every qualifying flight Earn double points on every qualifying flight Get a boarding pass Change your flight A-List & A-List Get a boarding pass Boarding pass required Get a boarding pass 99 continued loyalty to Southwest Airlines booked through Southwest Airlines. Hotels Rental Shop Home and continued loyalty to Southwest Airlines booked through Southwest Airlines. Hotels Rental Shop Home and • Set type flush to the left and rag right. Don’t center or cars and dine lifestyle cars and dine lifestyle No checking of bags Special assistance Preferred Members Check your bags Checking bags only Check your bags and Rapid Rewards is appreciated, and and Rapid Rewards is appreciated, and justify copy. ® Change your flight Get a boarding pass Business Select Passport required Change your flight we look forward to seeing you onboard we look forward to seeing you onboard Customers • Use normal letter spacing. Don’t add additional spaces Free Inflight WiFi Free Inflight WiFi Upgrade to Check your bags Upgrade to again very soon. again very soon. Welcome to A-List status! Browse the Web or keep up with your inbox Browse the Web or keep up with your inbox ® ® A-List Preferred Partners Welcome to A-List status! A-List Preferred Partners Business Select Business Select Get more points and more recognition when you reach our premier status level: A-List Preferred. From dining to driving, utilizing our Partners gives you even more ways to earn points just by doing the Get more points and more recognition when you reach our premier status level: A-List Preferred. From dining to driving, utilizing our Partners gives you even more ways to earn points just by doing the Rapid Rewards Premier Rapid Rewards Premier Simply fly 50 qualifying one-way fl ights or earn 70,000 Tier Qualifying Points* in a calendar year, things you already do. For a complete list of Rapid Rewards Partners, visit southwest.com/partners. Simply fly 50 qualifying one-way fl ights or earn 70,000 Tier Qualifying Points* in a calendar year, things you already do. For a complete list of Rapid Rewards Partners, visit southwest.com/partners. Upgrade to and your travel experience will become even more rewarding. As an A-List Preferred Member, and your travel experience will become even more rewarding. As an A-List Preferred Member, We’re pleased to provide you with during your flight, at no charge.** during your flight, at no charge.** between letters or set them tightly together. you’ll enjoy all of the benefits of A-List, along with the additional bene fits below: We’re pleased to provide you with you’ll enjoy all of the benefits of A-List, along with the additional bene fits below: ® exclusive benefits that make your travel exclusive benefits that make your travel Business Select more enjoyable and rewarding. Your 100% Earning Bonus more enjoyable and rewarding. Your 100% Earning Bonus Credit Card Credit Card Earn double points on every qualifying flight Earn double points on every qualifying flight continued loyalty to Southwest Airlines booked through Southwest Airlines. Hotels Rental Shop Home and continued loyalty to Southwest Airlines booked through Southwest Airlines. Hotels Rental Shop Home and Ryan Green cars and dine lifestyle cars and dine lifestyle Ryan Green and Rapid Rewards is appreciated, and and Rapid Rewards is appreciated, and Make earning even easier when you apply for the Rapid Rewards Make earning even easier when you apply for the Rapid Rewards we look forward to seeing you onboard Free Inflight WiFi we look forward to seeing you onboard Free Inflight WiFi PREMIER PREMIER Managing Director, Customer Strategy & Development Managing Director, Customer Strategy & Development again very soon. Browse the Web or keep up with your inbox Rapid Rewards Premier again very soon. Browse the Web or keep up with your inbox Rapid Rewards Premier Premier Credit Card from Chase. You’ll enjoy perks like 2 points Premier Credit Card from Chase. You’ll enjoy perks like 2 points during your flight, at no charge.** Credit Card during your flight, at no charge.** Credit Card Ryan Green Make earning even easier when you apply for the Rapid Rewards Ryan Green Make earning even easier when you apply for the Rapid Rewards ® ® Managing Director, Customer Strategy & Development Premier Credit Card from Chase. You’ll enjoy perks like 2 points PREMIER Managing Director, Customer Strategy & Development Premier Credit Card from Chase. You’ll enjoy perks like 2 points PREMIER per $1 spent on Southwest Airlines and AirTran Airways per $1 spent on Southwest Airlines and AirTran Airways ® ® Note: Do not use all caps for headlines; all caps is only used for per $1 spent on Southwest Airlines and AirTran Airways per $1 spent on Southwest Airlines and AirTran Airways purchases made directly with the airline and 1 point per $1 purchases made directly with the airline and 1 point per $1 spent on all other purchases. You can even earn Tier Qualifying 4000 1234 5678 9010 spent on all other purchases. You can even earn Tier Qualifying 4000 1234 5678 9010 GARY KELLY GARY KELLY purchases made directly with the airline and 1 point per $1 purchases made directly with the airline and 1 point per $1 Member 07/10 Valid 03/15 Member Valid Maximize your membership Points toward A-List and A-List Preferred status. Find out all of since: thru: Maximize your membership Points toward A-List and A-List Preferred status. Find out all of since: 07/10 thru: 03/15 $ Want the latest news and information about Southwest Airlines and Rapid Rewards, including the benefits and apply for the card at Want the latest news and information about Southwest Airlines and Rapid Rewards, including the benefits and apply for the card at 4000 1234 5678 9010 4000 1234 5678 9010 exclusive promotional offers and updates on your account? Simply subscribe to The Rapid Rewards southwest.com/applytoday. exclusive promotional offers and updates on your account? Simply subscribe to The Rapid Rewards southwest.com/applytoday. spent on all other purchases. You can even earn Tier Qualifying GARY KELLY spent on all other purchases. You can even earn Tier Qualifying 99 Report and The Rapid Rewards E-mail Update by visiting southwest.com/rremail. Report and The Rapid Rewards E-mail Update by visiting southwest.com/rremail. GARY KELLY Member 07/10 Valid 03/15 Member Valid flight information and labels. Maximize your membership Points toward A-List and A-List Preferred status. Find out all of since: thru: Maximize your membership Points toward A-List and A-List Preferred status. Find out all of since: 07/10 thru: 03/15 Rapid Rewards Points Center Rapid Rewards Points Center Want the latest news and information about Southwest Airlines and Rapid Rewards, including Want the latest news and information about Southwest Airlines and Rapid Rewards, including When you visit the Rapid Rewards Points Center you can purchase points When you visit the Rapid Rewards Points Center you can purchase points the benefits and apply for the card at the benefits and apply for the card at for yourself, give points as a gift, or transfer your points to another Member. for yourself, give points as a gift, or transfer your points to another Member. Visit southwest.com/rrpc to get started. Visit southwest.com/rrpc to get started. exclusive promotional offers and updates on your account? Simply subscribe to The Rapid Rewards southwest.com/applytoday. exclusive promotional offers and updates on your account? Simply subscribe to The Rapid Rewards southwest.com/applytoday. Do not use Warm Red type on a Bold Blue field, or Bold Blue Report and The Rapid Rewards E-mail Update by visiting southwest.com/rremail. Report and The Rapid Rewards E-mail Update by visiting southwest.com/rremail. type on a Warm Red field. Only use black in “limited restrictive settings” Rapid Rewards Points Center Rapid Rewards Points Center When you visit the Rapid Rewards Points Center you can purchase points When you visit the Rapid Rewards Points Center you can purchase points for yourself, give points as a gift, or transfer your points to another Member. for yourself, give points as a gift, or transfer your points to another Member. Only use black in “limited Visit southwest.com/rrpc to get started. Visit southwest.com/rrpc to get started. restrictive settings” Use all caps to label blocks of flight information. Combine with ® large-scale type and limited text color to ensure information Self Full Fly By Express Self-Tag International is clear, organized, and uses space efficiently. Service Service Priority Option A Bag Drop Your Bags Get a boarding pass Change your flight A-List & A-List Get a boarding pass Boarding pass required Get a boarding pass No checking of bags Special assistance Preferred Members Check your bags Checking bags only Check your bags ® Change your flight Get a boarding pass Business Select Passport required Change your flight Customers ) Upgrade to Check your bags 3 Upgrade to 1 Boarding Pass ® ® Business Select Upgrade to 7/ Business Select . ® Business Select KELLY/GARY GATE 8 Open Seating 40R GATE 8 MMER (REV KELLY/GARY U FLIGHT GATE FLIGHT TIME Conf# ZI9OWT FLIGHT TIME S Feb 24 75 BOARDING 6 Flight 56 1 GROUP AC 56 25 Houston Hobby (Subject to change) to Dallas Love Field or flight 38 4:50 38 4:50 Option A ) 3 1 Boarding Pass 7/ DATE . TIME CONF # A KELLY/GARY Open Seating 40R ON TIME eceipt f ON TIME MMER (REV KELLY/GARY U FLIGHT GATE Conf# ZI9OWT GATE 8 GATE 8 S Feb 24 75 BOARDING 6 Flight 56 1 GROUP Feb 27 8:00 ZI9OWT AC 56 25 Houston Hobby FLIGHT TIME FLIGHT TIME (Subject to change) A to Dallas Love Field or flight POSITION ain r DATE TIME CONF # eceipt f Phoenix Phoenix Feb 27 8:00 ZI9OWT ain r 38 4:50 38 4:50 et POSITION et FROM TO TICKETED TICKETED R ON TIME ON TIME R FROM TO LN Kelly Continuing service to Las Vegas and Boise Continuing service to Las Vegas and Boise Houston Dallas FN Gary 40 Ticked Phoenix Phoenix 7 FBX A Transfer 4 5 LN Kelly Continuing service to Las Vegas and Boise Continuing service to Las Vegas and Boise Houston R Dallas 40 9-016 ZI9OWT 4 40 FN Gary 40 Ticked 7 FBX A Transfer 4 The Visual Elements 5 Option B Southwest Airlines Brand Style Guide | 32 R ) 3 1 Boarding Pass 40 7/ GATE 11 GATE 12 . 9-016 KELLY/GARY Open Seating 40R ZI9OWT 4 40 MMER (REV KELLY/GARY FLIGHT TIME FLIGHT TIME U FLIGHT GATE Conf# ZI9OWT S Feb 24 75 BOARDING 6 Flight 56 1 GROUP AC 56 25 Houston Hobby (Subject to change) A to Dallas Love Field or flight 38 4:50 34 5:50 DATE TIME CONF # eceipt f Feb 27 8:00 ZI9OWT ain r POSITION et St. Louis St. Louis FROM TO TICKETED R Houston Dallas LN Kelly Check-in available 1hr before departure Check-in available 1hr before departure FN Gary 40 Ticked 7 FBX A Transfer 4 5 R 40 9-016 ZI9OWT 4 40 GATE 11 GATE 12 Option B FLIGHT TIME FLIGHT TIME ) 3 1 Boarding Pass 7/ . Open Seating 40R KELLY/GARY 38 4:50 34 5:50 MMER (REV KELLY/GARY U FLIGHT GATE Conf# ZI9OWT S Feb 24 75 BOARDING 6 St. Louis Flight 56 St. Louis 1 GROUP AC 56 25 Houston Hobby Check-in available 1hr before departure Check-in available 1hr before departure (Subject to change) A to Dallas Love Field or flight DATE TIME CONF # eceipt f Feb 27 8:00 ZI9OWT ain r POSITION et FROM TO TICKETED R Houston Dallas LN Kelly FN Gary 40 Ticked 7 FBX A Transfer 4 5 R 40 9-016 ZI9OWT 4 40

Typography Usage Information “Desktop” / Open Type Fonts (OT (CFF) and OT (TTF) formats) These fonts contain both the screen and printer font data in a single component. They include support for multiple platforms, meaning they can be used on either Macintosh or Windows operating systems. This is what you will install on workstations and can be used to create printed materials, static graphics, Apps, Office suite products, email, and so on. **For use in Word products, including PowerPoint, you must use an Open Type (TTF) font, otherwise they will not embed. Web Fonts You have 2 different versions: W01 and W04 web fonts. W01 web fonts do not have all the accented characters in order to deliver smaller font files for primarily English websites. W04 has all characters for greater language support, but as a result can result in slower load times. You have 4 formats for each as well (WOFF, svg, eot and ttf). Here is a brief description of the web font formats: WOFF (Web Open Font Format) Created for use on the web, and developed by Mozilla in conjunction with other organizations, WOFF fonts often load faster than other formats because they use a compressed version of the structure used by OpenType (OTF) and TrueType (TTF) fonts. This format can also include metadata and license info within the font file. This format seems to be the winner and where all browsers are headed. SVG (Scalable Vector Graphics (Font) SVG is a vector re-creation of the font, which makes it much lighter in file size, and also makes it ideal for mobile use. This format is the only one allowed by version 4.1 and below of Safari for iPhone. Currently SVG fonts are not supported by Firefox, IE or IE Mobile. Firefox has postponed implementation indefinitely to focus on WOFF. SVGZ is a zipped version of SVG. EOT (Embedded Open Type) This format was created by Microsoft (the original innovators of @font-face) over 15 years ago. It’s the only format that IE8 and below will recognize when using @font-face. TTF (TrueType Font) In part because these formats could easily (and illegally) be copied, the WOFF format was created. However, OpenType has capabilities that many designers might be interested in (ligatures and such). Digital display digital font and partner advertising Arial may be used in place of the Southwest Sans typeface for any dynamically generated content. (e.g., Microsoft® Word and PowerPoint®…) Should be for web experience, e-mails, etc. Paid and graphics should be SWA Sans. The Visual Elements Southwest Airlines Brand Style Guide | 33

Iconography Overview Overview Use only these approved icons to ensure consistency across channels. If you need an icon that hasn’t been created yet, follow the guidelines on this page and work with the Brand Identity team to ensure the look of your new icon conforms to this style guide. Flight Car Hotel Vacation Special offers Retail Credit card Points transfer Dining Destination Travel time Note: All icons must appear flat and two-dimensional. Do not add perspective, color gradients, or 3-D effects. Graphic icons are only used to visually clarify messages for Stops Change planes WiFi Check-In Flight status Change flight Where we fly Map search Date/Search/Calendar Passenger/Profile Time our Customers. They are predominantly used in digital, where the icons aid in site navigation. These icons are not to be used in the same manner as emoticons or wingdings. Use these icons only for their intended and approved Vehicle size Rental company Language Contact Security Extras Add EarlyBird Check-In Print Share Alert Search communication purposes. Preference blue, must be in color palette otherwise. Icon creation vetted through Brand Identity. External link Mobile apps Added/Success Error Advisory Tooltip Shop and dine Home Movies Messaging NFL Redzone Permitted Never Permitted TV Laptop Computers Tablets or E-Readers Smart Phones Television or Remote-Controlled Toys Pacemakers Hearing Aids Two-way Radios AM/FM Radio Receivers Characteristics Add space to give the icon a Make icons simple, but be sure there’s unique personality. enough detail for people to easily identify Electronic Cigarettes Mix sharp and rounded edges. Use a straight-on view. what the icon represents. Nightlife Golf and Smoking Devices Ski Family Vacations The Visual Elements Southwest Airlines Brand Style Guide | 34

Graphic elements Heart Symbol Cropping Always show part of the top edge on both sides of the heart Pretzels Just because we like you. Always show the connecting point Heart Symbol between the two sides of the heart. The Heart Symbol is used to highlight important applications and touchpoints within the Customer experience. The use of the cropped heart is reserved for close and personal Customer encounters. If cropping the heart note that the logo must be present. Drink Drink Note: Always use the Heart Symbol in full color. coupon coupon Lightly Salted Honey Roasted Beer, Wine, or Liquor Beer, Wine, or Liquor Peanuts Peanuts Note: When cropping the Heart Symbol, make sure Peanuts are our favorite too. We thought you deserved all four colors are visible. If cropping the heart the logo must a treat. always be present. J. Smith Things you can touch, feel and hold, where the Customer can 0123456789 Exp Dec 31, 2014 experience. This should be used for our own channels where J. Smith Gift card 0123456789 we serve Customers. Exp Dec 31, 2014 Snack packaging Drink coupon This should not be for traditional advertising. No more than two graphic elements can be used in combination on each page. Ticket jacket For internal applications, no additional logo is needed. Incorrect cropping Never crop the Heart Symbol in an unapproved way. On the right are some examples of incorrect cropping. Welcome Departure gate# Departure gate# Departure gate# Departure gate# Do not crop in so Do not flip the Do not show the Do not crop in so Do not crop off Do not reorder or Do not display text closely that the Heart Symbol. entire top of the closely that one of the top of the amend the colors or symbols on the shape of the Heart Symbol. the Heart Symbol’s Heart Symbol. of the Heart Symbol. Heart Symbol. Heart Symbol four colors is becomes unclear. not visible. The Visual Elements Southwest Airlines Brand Style Guide | 35

Graphic elements Warrior Stripes The Warrior Stripes is a visual device taken from our aircraft design and applied to check-in back walls, and in other large-scale contexts to quickly communicate the overarching Southwest brand. The Warrior Stripe includes five lines. The two primary stripes are Warm Red and Sunrise Yellow, and they Check-in back wall are bracketed by thinner, tapered white lines. The Do not crop in a way that Warrior Stripe must always be displayed on a Bold Blue Always include the bottom edge of A second Tone-on-tone Warrior Stripes may Do not create a pattern background, so that all three of our core colors are shown the Warrior Stripes to ensure the be introduced for back walls longer than 45'. by adding additional modifies or obscures the together. curved portion is visible. (See pages below for back wall details.) Warrior Stripes. curvature of the Warrior Stripes. The Warrior Stripes may also be applied to: • Rapid Rewards (Coming Soon) • Sponsorships Warrior Stripes • Email communication Bold Blue background • Airport When in use • Select merchandise Any exceptions regarding the Warrior Stripe and Tone-on-Tone Stripes must be approved by the Brand Identity team. Southwest_colored_stripes_cmyk.ai Southwest_colored_stripes_cut-vinyl.ai Southwest_colored_stripes_OOH.ai Southwest_colored_stripes_rgb.ai Always include the bottom edge of the Warrior Stripes to ensure the curved portion is visible. Tone-on-tone Warrior Stripes The Tone-on-tone Warrior Stripes includes five lines, Tone-on-tone Warrior Stripes retaining the structure of the Warrior Stripes. Bold Blue background However, the colors change: the two primary stripes are a When in use darker Bold Blue, and the three thinner lines are a lighter Bold Blue. The Tone-on-tone Graphic must always be displayed on a Bold Blue background. Note: The Tone-on-tone Warrior Stripes should only be used for airport back walls accompanied by Warrior Stripes. OOH—Art prepared with optimal colors for printing on vinyl Southwest_tone-on-tone_stripes_cmyk.ai and other large-format applications. Southwest_tone-on-tone_stripes_cut-vinyl.ai Online—Art prepared to ensure the best legibility on-screen. Southwest_tone-on-tone_stripes_OOH.ai This art may only be used online. Southwest_tone-on-tone_stripes_rgb.ai Always include the bottom edge of the Warrior Stripes to ensure the curved portion is visible. The Visual Elements Southwest Airlines Brand Style Guide | 36

Graphic elements Brand bar overview Brand bar Short brand bar The brand bar is a branding element that anchors the advertising to the Southwest brand. Like the logo, it is a required element on all external advertising communications. Silver brand bar Selecting the correct band bar Two distinct versions of the brand bar exist. The brand bar, with the blue background, should be used in combination with the silver gradient, while the silver brand bar should be used with text compositions accompanying red, yellow, or blue backgrounds. When combining imagery and text, the blue version of the brand Brand bar size bar must be used to divide the photography and silver gradient. All airline employees have attitudes. Ours just Get going with new have the good kind. ® There’s something unique that comes with every Southwest ticket you buy: service to San Diego. In text only solutions the brand bar can be placed at the top or respect. Because we don’t fly seats. We fly eope. Which means smies instead o rowns. Winks instead o eye ros. nd flights you—and we—actuay enoy. bottom of the image. Nonstop service starts June 8 100% 100% The brand bar must always be anchored to at least two sides to 38% the bleed of the document. Note: If the placement of a design would put the brand bar on or near the floor, anchor the brand bar to the top The brand bar height should always be equal to the hear of the Southwest logo. of the document. For more about the Southwest see the Print Tips chapter. When a web banner is a full image with text overlay, the bar is Actual size shown here. placed at the bottom of the banner. Vertical brand bar Do not flip the vertical brand bar. The yellow, red and silver Selecting the correct band bar stripes should be toward the top of the image. Also the brand The vertical brand bar is used to separate photography from the bar should be used to divide photography from copy and silver gradient. It cannot be used in text only compositions or cannot be featured along the left or right of the document along the left or right bleed. The red yellow and silver stripes should be oriented to the top of the image. You had me at Get going with new service to San Diego. no change fees. We love a good celebración. Do not use the vertical brand bar It’s National Hispanic Heritage Month, and we think a big celebration is in order. We hope you’ll join us in honoring and appreciating this important month. We’ll worry about getting the confetti out of the carpet later. in designs featuring only text. Fare difference may apply. The Visual Elements Southwest Airlines Brand Style Guide | 37

Visual elements Application table al * er ations ollat s C t / e * Which logo should I use? Application ds ommunic tisingt ar and rich media This table will help you select which logo is right for the Mobile shiper w d application being used. For further clarification, reach out al c or dv as e A chandisingging mark to the Brand Identity Team at [email protected]. rint oadcapid R mer andar mail apel pin t GenerOnline /SignageSponsPBrR L Mer E S Social channelsE Note: Only use a logo version that is approved for the application being used. Icons in text Brand Bar *Based on final size The Visual Elements Southwest Airlines Brand Style Guide | 38

Illustration Style Guide for Marketing & Social Communication

Illustration Objective As our brand toolkit continues to expand to fit the diverse needs of each of our communication channels, illustration is becoming a necessity. From the use of strategically placed pops of vivid color to the careful consideration of the human element, this simple and modern illustration style reflects and highlights the unique personality and flair of Southwest Airlines. Illustration Style Guide Southwest Airlines Brand Style Guide | 40

Illustration Illustrations should always be Illustrations are intended for Social, Culture, and Marketing Communication purposes. Modern Illustrations must NOT be used for non system-wide events like deck parties, birthdays, meetings, etc. Simple All illustration concepts must be routed through Clean [email protected] and Brand Identity for review and approval. Stylized Appealing Too forced Dynamic Happy* Natural* Personable* Note: The illustrated aircraft can be portrayed either on the ground or in the air. Charismatic* This separates the style from photography. Focal point* In air, tires should be removed. Angle of plane should always be upright or parallel. Full color* Sky should not compete with the focus of the plane. The colors of the plane should standout from the sky and be the main focus of the composition. Relatable* Concept: The main focus should be on the item we are promoting (experience, product, etc.). That item will be the only element of the composition that retains our signature pop of color. Pretzels Pops of color must be selected from our SWA color palette only (excluding people). In instances where there are people in the background, they should be desaturated or greyscale depending on the overall color of the composition. * Human characteristics Illustration Style Guide Southwest Airlines Brand Style Guide | 41

Illustration Color Palette Color Shadow Bold Blue Warm Red Sunrise Yellow Grey Shadow PMS 2126 C PMS 2035 C PMS 7549 C PMS BLACK (20% tint) CMYK 100/82/0/0 CMYK 2/100/100/4 CMYK 0/28/100/0 CMYK 0/0/0/20 RGB 48/76/178 RGB 213/21/46 RGB 255/191/39 RGB 209/211/212 EFFECT: Multiply Greyscale Gradients Greyscale Gradient 1 Greyscale Gradient 2 Greyscale Gradient 3 CMYK 0/0/0/5 to CMYK 0/0/0/15 CMYK 0/0/0/15 to CMYK 0/0/0/25 CMYK 0/0/0/25 to CMYK 0/0/0/35 Please follow the suggested style for greyscale gradients. Subtle gradients are used to help define hierarchy and distinguish elements. Always remember to test gradients (print/digital) to ensure they display correctly and as designed. Illustration Style Guide Southwest Airlines Brand Style Guide | 42

Illustration Color Usage Example Greyscale Gradient 2 Warm Red Greyscale Gradient 1 Bold Blue Shadow Greyscale Gradient 3 Illustration Style Guide Southwest Airlines Brand Style Guide | 43

Illustration Environment - Cities Dallas Chicago Seattle New York City San Francisco Washington D.C. Note: Use color to highlight landmarks. * These cities are references and not final. * These cities are references and not final. Illustration Style Guide Southwest Airlines Brand Style Guide | 44

Illustration Environment - Plane Seats Color (focus) Greyscale (background) Illustration Style Guide Southwest Airlines Brand Style Guide | 45

Illustration Environment - Ticket Counter Color (focus) Greyscale (background) Illustration Style Guide Southwest Airlines Brand Style Guide | 46

Illustration People Illustration Style Guide Southwest Airlines Brand Style Guide | 47

Illustration People - Ethinicity Ethnicity Skin tones Caucasian CMYK 4/19/28/0 CMYK 31/40/52/2 RGB 241/208/180 RGB 177/148/124 African American CMYK 33/55/71/14 CMYK 48/65/79/53 RGB 158/112/80 RGB 82/57/38 Hispanic CMYK 15/38/51/0 CMYK 41/56/69/23 RGB 215/163/128 RGB 131/99/77 Asian CMYK 10/22/41/0 CMYK 33/38/56/3 RGB 230/196/155 RGB 173/149/119 Illustration Style Guide Southwest Airlines Brand Style Guide | 48

Illustration People - Body/head features and guidelines Male vs. Female Body shape and sizes 6’0” Larger head 5’5” Smaller head Thick eyebrows 5’0” Thin eyebrows No blush 4’5” Wider nose Blush Thinner nose Male Female Male Male Female Female slender frame wide frame slender frame wide frame Head angles Hand examples Forward 3/4 Right Back 3/4 Left Illustrations attributed to Eric Daniels Illustration Style Guide Southwest Airlines Brand Style Guide | 49

Illustration Social Media Examples $ one-way as low as $ 73 $$ $ one-way as low as one-way as low as $$ 73 one-way as low as 73 $ 73 $ 73 73 73 73 Chicago $$ 73 $ Chicago Chicago 73 Chicago 73 $ 73 $ Cheers! $ 73 $ $ $$ $ $ $ 73 Cheers! Cheers! $$ 73 Cheers! $ 73 73 73 $$ 73 $ 73 73 73 $ 73 73 $73 $ 73 Enjoy a free drink on us. $$ $ 73 $$ $$ 73 $ $ 73 73 73 73 Enjoy a free drink on us. 73 Enjoy a free drink on us. 73 73 Enjoy a free drink on us. 73 73 73 73 73 Grab a seat. Grab a seat. Grab a seat. Grab a seat. Your favorite seat. Your favorite seat. Your favorite seat. Your favorite seat. as low as $73 one-way as low as $73 one-way as low as $73 one-way as low as $73 one-way Cheers to America. Open Dallas Dallas Dallas Dallas as low as $73 one-way as low as $73 one-way as low as $73 one-way 73 Seating. as low as $73 one-way Enjoy a free drink on the 4th of July. That makes us smile, too. + = Free Free Free + = Free + = + = Illustration Style Guide Southwest Airlines Brand Style Guide | 50

Illustration Apparel Illustrations may be used for t-shirt and apparel design. The recommended illustrations for apparel are cities and products. Chicago If illustrations of people are used, they are recommended for kids apparel. Illustrations of people for adult apparel can be judged on a case-by-case basis. Route through [email protected] and Brand Identity for review and approval. People must be illustrated and shown in full color. People should not represent an actual person in a negative or degrading way. Use full color Illustration Style Guide Southwest Airlines Brand Style Guide | 51

Photography Style Guide

Photography Overview Overall brand imagery should be Optimistic: The overall tone should feel uplifting, light, and airy. Never dark, heavy, and brooding. Clean & minimal: Focused subject matter should have clean, simple backgrounds. Natural: Light and color vibrance should feel natural. Unusual compositions: Whenever there’s a chance to frame or crop a photo differently or just off-center, please do so. Images and application examples throughout this document are only for illustrative and guidance purposes, and they are not available for general use. Any imagery rights must be acquired on a case-by-case basis. This includes images of Employees. Photography Southwest Airlines Brand Style Guide | 53

Photography Examples Optimistic tone vs. Dark and Brooding Clean and minimal vs. busy and cluttered Examples of unusual compositions Unacceptable cropping Photography Southwest Airlines Brand Style Guide | 54

Photography Planes Our attitude should come out of the way we photograph the plane. We’re grounded as an airline, but also a very modern, dynamic Company. Let’s photograph the planes dramatically and heroically, very much like we’d photograph a luxury car. Note: Our aircraft must be photographed on the ground. This is unique to our brand and separates us from all other airlines. Images attributed to Christopher Wilson Photography Southwest Airlines Brand Style Guide | 55

Photography People overview As a brand that puts People first, the key objective in every piece of visual communication should be to connect with the Customer. Therefore, it’s important that our captured moments are relatable to them. Our photographs should capture genuine experiences, sincere emotion, and organic expressions. It should all feel real, not staged. Authentic, not clichéd. After all, that is how Southwest treats Customers. And our Customers must always feel as if Southwest is speaking personally and directly to them. Overall, the takeaway from the photography should be truthful, dynamic, in-the-moment storytelling that leaves the viewer wanting more. People should be expressive and be in the moment as long as it is genuine. Too forced Images attributed to Martin Schoeller and Jake Chessum Photography Southwest Airlines Brand Style Guide | 56

Photography Employees Employee photography Shooting Employees varies slightly from shooting other people/customers: When photographing Employees, we need to maintain the same humanity and approachability but also give them a sense of authority and credibility as they are Southwest Employees. For this reason, Employee portraits may be slightly less candid or emotional than other people shots. Images attributed to Martin Schoeller Photography Southwest Airlines Brand Style Guide | 57

Photography Employees and Customers In-airport and Inflight Photography To create intrigue in an environment that’s normally chaotic, this photography treatment utilizes a desaturated background to ensure the Customers or Employees are always the key focal point of the image. This technique is applied to unique Employee and Customer moments in time to create a library of images that bring to the forefront in-airport and inflight interactions. Elements connected to the Southwest experience, such as the blue glow from the inflight walkway, are pulled forward to add additional branding cues. Background treatment should not be applied outside of agency-created photography. Images attributed to Nick Meek Photography Southwest Airlines Brand Style Guide | 58

Photography Environment People in environmental photography should be Natural Genuine Modern Candid Confident Likable Appealing Dynamic Diverse Imagery should be focused purely on being human, engaging, and interesting enough to want to know more about the people. Some images attributed We Are The Rhoads photographers. Photography Southwest Airlines Brand Style Guide | 59

Photography Destinations Philadelphia Dayton Portland, Maine Cities Just as in other stock categories, city scenes should be more than just buildings. Human stories must be told with an emotional connection, even if the image is just a child’s hand or knee on lush, green grass. Avoid images that are generic (could be any city). The image should be relevant to the destination in some way. Images should be either obvious (Dayton’s skyline) or symbolic (Maine’s fishing boat). Vacations People should be playful and generally happy in our vacation photos. Stock photography will need to fulfill quite a range of emotions on top of being real and human. Business Less suit and tie. Wardrobe Nothing should feel staged here. People should look normal must reflect modern business. with a business-as-usual kind of attitude within their element. We should feature a variety of businesses, big and small. Heroic portraits too. Contemporary aesthetics, nothing clichéd. Photography Southwest Airlines Brand Style Guide | 60

Print Tips

Print Template Single-page grid The Southwest grid system is Southwest The Magazine specs designed to be a layout guide of- 1 2 3 4 5 6 7 8 9 10 fering flexibility in image size while 7.5” x 10.5” Trim maintaining a unifying structure 7.75” x 10.75” Bleed for Southwest The Magazine. 2 7” x 10” Live 3 .75” = 100% .75” Magazine Ad 7.5” x 10.5” Designated Units 5 Therefore the margins are .75” because we divide Throughout the guide, there the over width by 10 to get our dimension. will be a scalable unit which will translate into percentages 6 for sizing and measuring. In this case, 100% of one unit 7 will be the margin space for headlines, copy, and logo. 8 Southwest Grid .75” Grid .75” Margin 9 Image Area Note: Avoid compositions that Headline equally divide copy and images. 10 Copy column 1 2 3 4 5 6 7 8 9 10 11 2 3 4 12 5 6 7 13 8 9 10 14 11 12 13 14 50% Print Tips Southwest Airlines Brand Style Guide | 62

Print Color Information: Brand & Product Ads Primary Color Palette Secondary Color Palette Primary & secondary color palette The secondary color palette is meant to complement the primary colors and provide a silvery canvas for the words and images while setting off the logo. ® ® ® White ® ® ® Black Metalic Heart Silver Pantone 2126 C Pantone 2035 C Pantone 7549 C Pantone 5455 C Pantone 5415 C Pantone 5415 C General printing General printing General printing General printing General printing General printing General printing C:100 M:82 Y:0 K:0 C:2 M:100 Y:100 K:4 C:0 M:28 Y:100 K:0 C:24 M:12 Y:11 K:0 C:68 M:43 Y:30 K:4 C:68 M:43 Y:30 K:4 C:3 M:3 Y:3 K:6 Gradient Mix Headline & Body Copy Disclaimer type mix at 65% opacity Newspaper color palette Newspaper Gradient Newspaper Type Newspaper Disclaimer General printing (Headlines & Body) Type Color C:15 M:5 Y:0 K:10 General printing General printing C:68 M:50 Y:30 K:0 C:0 M:0 Y:0 K:70 Gradient Information Backgrounds: PMS 5455 Radial Gradations 50-55% over white. Available in PANTONE Plus Series Set gradient ramp location to 87%. Print Tips Southwest Airlines Brand Style Guide | 63

Print Template Single-page overview Image Area Logo size Two grid units plus 38% of another unit in length. Actual size shown here. ® The SWA brand bar size 100% 100% The brand bar should always 38% 100% 100% mimic the heigth of the heart. 38% Actual size shown here. Brand bar Note: The brand bar can be placed at the top or the bottom of the page, never along the left or right bleed. Ideally it should Headlines Headlines be used to separate two graphic elements. and copy Can vary in size. C = 68 It is 30 pt/33 pt Our rewards policy is PMS 5415C M = 43 leading here. Y = 30 -25 tracking. simple. If we have a seat, K = 4 you have a seat. Headline copy area This background is a simple radial gradation Copy made with a 65% tint of this CMYK formula. Can vary in size e thin a reward fli‡ht should be Šust that—a reward. So we don’t blac ® within a small out dates. „oints don’t e†pire.ƒ And our Rapid Rewards pro‡ra­ was Formula na­ed €est Award Seat Availability in the industry. So ‡o ahead and tae C = 24.13 margin. It is your seat. Œou deserve it. Žoin now by visitin‡ southwest.co­‘enroll. M = 12.69 9 pt/14 pt lead- ® Y = 11.24 ing here. Track- Southwest Airlines is the only U.S. airline with 100% reward seat availability, as reported in the Switchfly Reward Seat Availability Survey, May , 01, at deaors o­pany.co­. €enefits apply PMS 5455 C ® to points transactions. ƒ„oints don’t e†pire as lon‡ as you have fli‡htˆ or partnerˆearnin‡ activity every  ­onths. All Rapid Rewards rules and re‡ulations apply. ©01 Southwest Airlines o. K = 0 ing is variable. -40 is too tight. Legal Can vary in size, 5–7 pt. It is 6.6 pt/7.9 pt leading here. It gets the headline color tinted 65%. Note: Legal always sits on the live area. Column width is set within the margin. Print Tips Southwest Airlines Brand Style Guide | 64

Print Template Headline and copy space ® Spacing For a small headline, use a half-grid unit (.375”) from the x-height of the copy to the baseline of the headline. Note: Punctuation hangs. 100% Our rewards policy is simple. If we have a seat, ® you have a seat. 50% e thin a reward fli‡ht should be Šust that—a reward. So we don’t blac ® out dates. „oints don’t e†pire.ƒ And our Rapid Rewards pro‡ra­ was Our rewards policy is na­ed €est Award Seat Availability in the industry. So ‡o ahead and tae 100% simple. If we have a seat, your seat. Œou deserve it. Žoin now by visitin‡ southwest.co­‘enroll. you have a seat. e thin a reward fli‡ht should be Šust that—a reward. So we don’t blac ® out dates. „oints don’t e†pire.ƒ And our Rapid Rewards pro‡ra­ was 100% ® na­ed €est Award Seat Availability in the industry. So ‡o ahead and tae Southwest Airlines is the only U.S. airline with 100% reward seat availability, as reported in the Switchfly Reward Seat Availability Survey, May , 01, at deaors o­pany.co­. €enefits apply your seat. Œou deserve it. Žoin now by visitin‡ southwest.co­‘enroll. ® to points transactions. ƒ„oints don’t e†pire as lon‡ as you have fli‡htˆ or partnerˆearnin‡ activity every  ­onths. All Rapid Rewards rules and re‡ulations apply. ©01 Southwest Airlines o. ® Southwest Airlines is the only U.S. airline with 100% reward seat availability, as reported in the Switchfly Reward Seat Availability Survey, May , 01, at deaors o­pany.co­. €enefits apply ® to points transactions. ƒ„oints don’t e†pire as lon‡ as you have fli‡htˆ or partnerˆearnin‡ activity every  ­onths. All Rapid Rewards rules and re‡ulations apply. ©01 Southwest Airlines o. Headline size: 22 pt + 24 pt leading Copy/logo spacing Legal sits on the live Headlines must never Copy size: 9 pt/14 pt leading -30 tracking Use the cap “S” from the logo area and is contained venture beyond the “h” Legal copy size: 6.5 pt/8 pt leading (clocked 90°) to measure the space by the margins left on the Southwest logo. (Actual sizes shown here.) between copy and logo. The copy and right. We always want to block may be less than this grant the logo as much distance but not past the cap “S.” free space around it as possible. Print Tips Southwest Airlines Brand Style Guide | 65

Out-of-home tips

Out-of-home 48’X14’ Spectacular Specifications: For backgrounds use red or blue. Size: 48’ x 14’ Never use yellow or images. Bleed: 49’ x 15’ Headlines are always set in SWA Bold Some outdoor When using a silver background in PMS 5415 (C=68, M=43, Y=30, K=4). companies vary in you must use images. Size here is 50 pt/52 pt leading, and 100% M finishing bleed. tracking is set at -25. Divide the height into Margins are determined by four units measured four units, top to bottom. from the top of the brand bar to the height. 100% 100% M 100% M 100% M 100% Mexico City. Open 7 days a week. 100% M LAXOXO 100% 100% M Connecting service from Love Field to Mexico City Nonstop to Los Angeles (LAX) 100% M 100% M 100% Disclaimer goes here. 25% 20% File name: Bar_OOH_Bleed.ai 20% Brand bar height is 20% of the designated unit. 100% 100% 25% Disclaimers are set in SWA Regular 38% in PMS 5415 (C=68, M=43, Y=30, K=4 @ 65% of color). 100% Note: For billboards, use the digital, large Heart version of the logo. The logo size is 3.38 units in length. 8% Note: When using the red gradient on billboards increase the size of the silver outline potion of the Heart by 8%. Out-of-Home Southwest Airlines Brand Style Guide | 67

Out-of-home 48’X14’ spectacular • type + color solutions Type + color solutions That fast. ® Welcome to Rapid Rewards. Silver brand bar must be used with the red or blue gradient. Zip-line to Costa Rica. Connecting service from Love Field to Costa Rica Don’t Color backgrounds should not contain imagery. Do not use yellow type over red. Out-of-Home Southwest Airlines Brand Style Guide | 68

Out-of-home 48’X14’ spectacular • photography + type solutions Specifications: Size: 48’ x 14’ Bleed: 49’ x 15’ Some outdoor companies vary in Divide the height into finishing bleed. Margins are determined by four units measured four units, top to bottom. from the top of the brand bar to the height. 50% 100% 100% Delivering happy people 100% to over 90 cities daily. 100% 100% 100% 100% 75% 100% 20% File name: vert_ brand_bar_ooh.ai Brand bar width is 20% of designated unit. 100% 100% 38% 100% The logo size is 3.25 units in length. Out-of-Home Southwest Airlines Brand Style Guide | 69

Out-of-home 48’X14’ spectacular Type + visual Note: Only on outdoor and digital is solution it permitted for type to go beyond the “h” in “Southwest” in a layout, but it Delivering happy people cannot go beyond the second “t.” to over 90 cities daily. Silver boards Should be used with images, except for rare partnership or co-op situations on nontraditional-sized boards. Don’t The vertical brand bar is reserved for type and visual solutions only. Get going with new service to San Diego. Nonstop service starts June 8 Out-of-Home Southwest Airlines Brand Style Guide | 70

No change fees. Out-of-home Because sometimes Jetbridge 22” X 36” Example Specifications: 22” x 28” Trim 2.25” 20” x 26” Live 22.5” x 28.5” Bleed 9 to 5 turns into 5 to 9. No change fees. Because sometimes 9 to 5 turns into 5 to 9. 2.25” Fare difference may apply. File name: Bar_OOH_Bleed.ai Fare difference may apply. Height 0.3593 in .3159” Shown actual size. At times there will only be a handful of words. Note: Jetbridge frames cover Line up the legal/disclaimer with the headline, flush left, and place .25” along each edge. Adjust it on the live area or .3159 from the designs so that brand elements, top of the brand bar. disclaimers, and copy are not obscured. Out-of-Home Southwest Airlines Brand Style Guide | 71

Digital Advertising Tips

The following digital guidelines should be adhered to as closely as possible. However, in the case of adapting a new concept that might break certain rules, use best judgment to maintain the overall look and feel of the brand. Digital Style Guide Southwest Airlines Brand Style Guide | 73

Digital Advertising Blueprint This guide should act as a blueprint and be followed across all banner sizes unless otherwise noted. Southwest logo and CTA button are scaled to the same size across most digital banners. Southwest logo and CTA button are always contained within the brand bar and the white background. A 1 pixel border should be used on all digital units. Heart & CTA Left-aligned headline and subhead are preferred but not mandated. Use best judgment when The SWA Heart and CTA are considering alignment and size of headlines. Type size should not be too large or too small. center-aligned with each other All disclaimer copy should have enough contrast between the background and the text. Follow the standards for accessibility contained in the widely accepted Web Content Accessibility Guidelines (WCAG) 2.0. For more information on accessibility, please visit http://www.w3.org/TR/WCAG20/ Alignment Alignment Align Headline to Logo Background Align Headline to CTA with 16 pixel padding Gradient Background with 16 pixel padding Border 1 pixel border Headline Hex: #E6E7E8 Southwest Sans Bold All padding measurements Hex: #304CB2 are within 1 pixel border Type: 25pt. Tracking: -25 Leading: 27 Hang Punctuation Sentence Case When aligning copy to the right, hang punctuation Disclaimer Southwest Sans Regular Hex: #969696 Type: 9pt. Tracking: -25 Brand Bar Leading: 9 7 pixels thick 8 pixel padding above x y x y brand bar x x Padding x x Logo 16 pixel padding Aligns with CTA Brand Container Call to Action 56 pixel padding Type: Arial Bold from border to brand bar Background: #FCBD27 Vertically centered 28 pixel height / 85 pixel width x = 16 pixels y = 14 pixels Digital Style Guide Southwest Airlines Brand Style Guide | 74

Digital Advertising Core Lines Business Logos When using a Southwest Core Lines Business Logo (Southwest Airlines, Southwest Cargo, Southwest Vacations, Southwest Rapid Rewards, Southwest Corporate Travel), the CTA button and brand bar shift up in order to keep spacing and scale consistent with standard Southwest logo usage. All other rules still apply. x y x x Logo Brand Container Core Lines Business Logo 68 pixel padding is placed 16 pixels from border to brand bar below brand bar Padding x 16 pixel padding around Logo x x and below CTA x x x = 16 pixels y = 14 pixels Digital Style Guide Southwest Airlines Brand Style Guide | 75

Digital Advertising Sale/Price Point Subhead Alignment Set subhead to Southwest Align Headline to Logo Sans Regular and 4 point with 16 pixel padding sizes smaller than headline When a banner focus includes sale or price-point messaging, alignment and scaling will stay the same to reflect guideline rules. Price should be the focal point of the banner. Use best judgment Text Placement when scaling price. When using an image as a background, place text All sale messaging must be accompanied by a red sale tag. in a location that is in a clear Please allow for adequate spacing of tag from copy and image. area that is not busy Headlines should be left-aligned. Please see specific rules for Red Sale Tag sizing, placement, and usage of price/tag lockup usage Alignment Should be scaled to 75% of on this page. Align “One-way as low as” with the number’s height. Tag can top and bottom of dollar sign be hung from different places Disclaimer must be present on the frame with the claim. and angles Sale Examples: Gradient Background Gradient Background (Blue) When using gradient background Best practices for blue gradient text should be set to #304CB2 background are to use silver brand bar and set text to #FFFFFF Digital Style Guide Southwest Airlines Brand Style Guide | 76

Digital Advertising Animation Animation should be simple and communicate a clear and concise message. Moving elements should be used minimally. The transition between frames should be smooth and simple, nothing too jarring or gimmicky. Utilize the end frame to place a replay button, if needed. Frame 1 Frame 2 Frame 3 Digital Style Guide Southwest Airlines Brand Style Guide | 77

Digital Advertising Lifestyle Photography Due to size constraints within banners, we want to make sure the copy and image work well together. People, structures, or other elements should not distract from the message. The photo should provide clean space for copy. The text is placed within the sky in the examples below. Southwest photography guidelines are the same across all platforms. Go for an optimistic tone, maintain a clean and minimal look, and capture unique angles. Digital Style Guide Southwest Airlines Brand Style Guide | 78

Digital Advertising Partner / Logo Treatment When a banner displays a Partner logo, best practices are to place the Partner logo outside of the brand container and align it with one of the other banner elements, such as the headline, Southwest logo, or CTA button. The Partner logo should be placed in the location that allows for the best negative space. Digital Style Guide Southwest Airlines Brand Style Guide | 79

Digital Advertising Alignment 300x250 / 728x90 Align Headline to Logo Background with 16 pixel padding Gradient Background The 300x250 size should adhere to all specific rules for scaling, Border positioning, and alignment from previous blueprint pages. 1 pixel border Headline Hex: #E6E7E8 The 728x90 demonstrates a slight exception to all other blueprint Southwest Sans Bold All padding measurements examples. Breaking these units into a grid provides reference Hex: #304CB2 are within 1 pixel border points for horizontally aligning our elements. Due to constraints Type: 25pt. Tracking: -25 in this unit, CTA button will be aligned with the “t” in the Leading: 27 Southwest logo. All other rules still apply. Sentence Case Disclaimer Southwest Sans Regular Hex: #969696 Type: 9pt. Tracking: -25 Leading: 9 Brand Bar 8 pixel padding above 7 pixels thick brand bar y x x x Padding Logo 16 pixel padding Aligns with CTA Brand Container Call to Action 56 pixel padding Type: Arial Bold from border to brand bar Background: #FCBD27 Vertically centered Height: 28 pixels / Width: 85 pixels Headline Southwest Sans Bold Utilize seven-column grid Hex: #304CB2 For best practices in placement of Type: 21pt. Tracking: -21 headline, disclaimer, logo, and Leading: 23 other creative elements x x x y x Call to Action x = 16 pixels Aligned with “t” Type: Arial Bold y = 14 pixels Background: #FCBD27 Note: Refer to PSD file on Creative Cloud Digital Style Guide Southwest Airlines Brand Style Guide | 80

Digital Advertising Alignment Alignment 300x600 / 160x600 Align Headline to Logo Align Headline to Logo with 16 pixel padding with 14 pixel padding The 300x600 size should adhere to all specific rules for scaling, positioning, and alignment from previous blueprint pages. The 160x600 demonstrates a slight exception to all other blueprint examples. The Southwest logo and CTA are at different scales and positioning due to the size constraints of the banner. The CTA button will be aligned with the “t” in the Southwest logo. All other rules still apply. Headline Headline Southwest Sans Bold Southwest Sans Bold Hex: #304CB2 Hex: #304CB2 Type: 30pt. Tracking: -30 Type: 25pt. Tracking: -25 Leading: 32 Leading: 27 x x x x y x x x x x = 16 pixels y = 14 pixels Call to Action Aligned with “t” Note: Refer to PSD file on Type: Arial Bold Creative Cloud Background: #FCBD27 Digital Style Guide Southwest Airlines Brand Style Guide | 81

Digital Advertising 970x250 / 320x50 / 300x50 Breaking the 970x250 into a grid provides reference points for horizontally aligning our elements. This unit size should adhere to all specific rules for scaling, positioning, and alignment from previous blueprint pages. The logo, brand bar, and padding for the 320x50 and 300x50 mobile banners’ have been scaled down from the 728x90. Headline messaging might need to be shortened. The use of imagery is not advised due to legibility. The CTA button is not necessary due the fact that the whole unit is clickable. Headline Southwest Sans Bold Utilize seven-column grid Hex: #304CB2 For best practices in placement of Type: 38pt. Tracking: -38 headline, disclaimer, logo, CTA Leading: 40 and other creative elements x Headline Southwest Sans Bold Subhead Hex: #304CB2 Southwest Sans Regular Type: 13pt. Tracking: -13 Hex: #304CB2 Leading: 15 Type: 11pt. The 300x50 (below) follows the same guidelines as the 320x50 (to the left). Padding 6 pixel padding x = 16 pixels z z y = 14 pixels z = 10 pixels Brand Bar Note: Refer to PSD file on 5 pixels thick Creative Cloud Digital Style Guide Southwest Airlines Brand Style Guide | 82

Border Digital Advertising 1 pixel border / Hex: #E6E7E8 Paid Social - Facebook Facebook Link Post / 1200x628 Headline Terms and conditions may be placed on the image. Southwest Sans Bold Hex: #304CB2 Disclaimers should be in the image as long as it doesn’t violate Type: 44pt. Tracking: 0 Facebook promoted posts rules. Leading: 46 All typographical rules from the digital blueprint apply. Scale and Sale Price place the type and images in an aesthetically pleasing manner. Align price with headline. Recommended padding below Imagery headline is 44 pixels When using plane imagery, provide negative space Run images through Facebook around plane image tester for confirmation. Brand Bar Disclaimer Should be present Set to 19pt Facebook Photo Post / 1200x900 Facebook Link Post / 1200x900 - Mocked up Caption Run images through Facebook image tester for confirmation. Place disclaimer in image when permitted Headline Description The Photo Post (above) follows the same guidelines as the Link Post. Digital Style Guide Southwest Airlines Brand Style Guide | 83

Digital Advertising Paid Social - Twitter / LinkedIn LinkedIn Image Post / 1200x627 When creating ads for Twitter, LinkedIn, etc., please refer to their specs. Padding Avoid placing text or logos near the edge of image due to mobile cropping LinkedIn - Link Sharing Keep text to 150 characters or less Twitter Web Card - Mocked up Twitter Web Card / 800x320 Caption Headline Description Digital Style Guide Southwest Airlines Brand Style Guide | 84

Digital Advertising Pre-Roll Video All videos should have clear and legible captions, and follow accessibility guidelines. The recommended placement for captions is at the bottom of the video; however, caption placement may vary based on the specific layout of the video’s platform. Since the file-naming convention for videos will show up in certain platforms, name files appropriately. Always include Southwest Airlines, the type of promotion (Rapid Rewards, sale, city, service, etc.), or the project name. Do not use coded or abbreviated language. Accessibility / Captions Foreground text needs to have sufficient contrast with background colors at least 4.5:1. Additional information for accessibility standards can be found here: All branding and disclaimer http://www.w3.org/TR/WCAG20/ should be clear of play bars Digital Style Guide Southwest Airlines Brand Style Guide | 85

Marketing Email Tips

Marketing Emails Overview Use white space to Product and program names keep page layouts must be set in Southwest Sans clean, open, and Medium and appear within the readable. content area, not in the header. Use the digital version of the Southwest logo. Use Dark Blue. Only the Southwest logo and links Rapid Rewards may appear in the header. Rapid Rewards Include the date and a title Member in the newsletter header. Photography is casual and inviting, Member not stuffy or formal; it should show emotion and connections. Button styles must match the Southwest.com style. 3 3 Marketing TheReport Marketing Email Southwest Airlines Brand Style Guide | 87

Partnership Tips

Partnerships Logo styling Just for reference the following style will be how we proceed with messaging as it pertains to sponsorship, partnerships, etc in advertising. In partnership logo lock- ups, the Southwest logo should have the position of prominence on the left unless otherwise approved by the Brand Team. Sentence case will also be the method of closing the copy out excluding names of mentioned partners. As many of our frequent ad requestors/teams we wanted to provide the new styling. Southwest is the official airline of …. Southwest is proud to sponsor…. Southwest congratulates tonight’s recipients… Digital Placement Make sure to follow all logo spacing guidelines in Partner logo should be placed in the negative space in partnership advertising. one-color using the Southwest color palette. Digital Placements: • Weave the partner logo into the live area of the image, but only in the negative space. • Ask the partner to provide a one-color version of their The placement of logos should follow the placement of logo in our color palette (white on darker images, deep advertising anchoring on the bottom right. The height of silver on lighter images). the Southwest heart should be proportionate to the height of the Brand Bar. • If the artwork has a brand bar and text section, include the logo in deep silver. Offline placements: We will follow the same standards that we have already set forth for co-op advertising: • Utilize Southwest brand bar creative with partner logos in deep silver. The logo height of the partner logo should be proportional to the logo height of Southwest. Logo Styling: Print Placement Logos are to be separated by a thin weighted line in Deep Silver. The line weight should not exceed 0.5. The distance from logo to line should be equal on both sides. Logos should be proportionate to each other in height. Partnerships Southwest Airlines Brand Style Guide | 89

Merchandising Tips

Customer & Employee merchandising Overivew Note: See the Visual Elements chapter for examples of how With single-color logo When selecting the best promotion items consider the following criteria. not to use the logo and Heart Symbol. 1. Is this a visible surface? 2. Is this a quality material or medium? All merchandise, promotional items and giveaways shown in 3. Does this item enhance the Southwest brand to Customers and Employees? these guidelines are illustrative examples only. All items must 4. Is this a positive use of our brand? be ordered through Southwest’s approved vendors. Great Placements: Images and application examples throughout this document High-quality tumbers are only for illustrative and guidance purposes, and they are Premium pens and notebooks not available for general use. Any imagery rights must be With reversed out full-color logo acquired on a case-by-case basis. Not so great placements: • Anything that alienates our Customers or Employees— things that promote a negative lifestyle • Items that may become soiled or dirty often/easily Customer Communication Style Guide Southwest Airlines Brand Style Guide | 91

Going global Ops Teambuilding 2014 FRONT Internal Merchandising Shirts AUA Island Fest BACK Logo on opposite side of theme FRONT Logo on opposite Going global side of theme Ops Teambuilding 2014 Recommended shirt colors BACK Going global Ops Teambuilding 2014 Team FRONT SAN If using the logo note that only branded colors may be 5k & Fun Run used; this includes items for merchandise, print and digital platforms. Logo lock ups are prohibited (i.e. placing names AUA FRONT directly underneath the logo). Creative license can be Island Fest FRONT BACK exercised with the theme and design but tone should be considered as you are directly representing the Employees and brand of Southwest. FRONT AUA BACK Note: Approved vendors must be used for any merchandise Island Fest BACK or premium item production representing Southwest or its Employees. FRONT BACK Team Cutting Edge Flight Ops & Ground Ops Partnering with Purpose SAN BACK 5k & Fun Run Team FRONT SAN 5k & Fun Run FRONT FRONT BACK Logo on sleeve (different surface) than art BACK BACK Cutting Edge Flight Ops & Ground Ops Partnering with Purpose Internal Communication Style Guide Southwest Airlines Brand Style Guide | 92 Cutting Edge Flight Ops & Ground Ops Partnering with Purpose FRONT FRONT BACK BACK

Internal Merchandising Shirts Helpful hints ATL • Get creative! T-shirts are part of the “fabric” of Southwest. • Make sure to use an approved merchandising vendor. • Give the logo adequate space. • Consider how your design will appear on top of the color of your shirt. Simple is better. Arial • Wear your creation proudly—and thanks for or representing Southwest! • Use Brand Central to get the assets you need for AUA Southwest Sans your design. Island Fest Give the logo adequate space. Use a simple design. Try to use our primary Southwest colors for items Use Arial or Southwest Sans font. that will be Customer-facing when worn. Things to watch out for • Outside of our logo, think two to three colors at most. Each one you add really drives up the price. • Make your design too complicated. Simpler, clean, and uncluttered makes for a better finished product. • Don’t forget to reach out to Brand Identity with any questions. Our Team Name Lock your Department/Team/Cause Manipulate the logo or incorporate it into Use the Heart on its own, unless name with our logo. your artwork. Our marks are precious, so previously approved by the Brand we want to give them the prominence of Identity Team. Make sure they are on a different panel or standing on their own. have adequate space surrounding them. Internal Communication Style Guide Southwest Airlines Brand Style Guide | 93

COTTON + DYE SWATCHES SHOWN ON 100% COMBED COTTON RING SPUN JERSEY PFD Antique White Sandstone Light Grey Smoke Vintage Black P I G M E Mustard Vintage Orange Vintage Purple Cranberry Seafoam N T D TWO-COLOR HEATWO-COLOR HEATHERSTHERS YE 22/1 SOFT SPUN22/1 SOFT SPUN S TWO-COLOR HEATHERS TRI-COLOR 60/40 CO60/40 COTTTTON/POLON/POLY BLEND - 4.7ozY BLEND - 4.7oz 22/1 SOFT SPUN 60/40 COTTON/POLY BLEND - 4.7oz 22/1 SOFT SPUN Navy Yellow Violet Royal Lime 60/40 COTTON/POLY BLEND - 4.7oz TRI-COLORTRI-COLOR COTTON 22/1 SOFT SPUN22/1 SOFT SPUN 30/1 COMBED RING SPUN JERSEY 60/40 CO60/40 COTTTTON/POLON/POLY BLEND - 4.7ozY BLEND - 4.7oz 100% COTTON - 4.7oz Internal Merchandising Neon MintNeon Mint Neon PNeon Peacheach Neon PurNeon Purpleple Neon SkNeon Skyy Neon YNeon Yelloelloww Materials HeaHeatherther HeaHeatherther HeaHeatherther Blue HeaBlue Heatherther HeaHeatherther COTTON TWO-COLOR HEATHERS When selecting the best shirt (t-shirt or polo) for your event or function 30/1 COMBED RING SPUN JERSEY TRI-COLOR 100% COTTON - 4.7oz 22/1 SOFT SPUN please reference this helpful swatch guide. These colors have been 22/1 SOFT SPUN Strawberry Red Gold Bright Yellow 60/40 COTTON/POLY BLEND - 4.7oz tested for use with our logo. As mentioned in the previous page, refrain Neon Mint Neon Peach Neon Purple Neon Sky Neon Yellow 60/40 COTTON/POLY BLEND - 4.7oz from placing names directly in connection with the logo. Our goal is COTTON + DYE Heather Heather Heather Blue Heather Heather to showcase the logo proudly and uncluttered. Here are some helpful SWATCHES SHOWN ON 100% Cardinal Melon Coral Neon Pink Watermelon Cabernet Sangria Red Rusty Red Cherry Cranberry swatches to guide you in shirt selections. TWO-COLOR HEATWO-COLOR HEATHERSTHERS PMS COLOR MA COMBED COTTON RING SPUN JERSEY Strawberry Red Gold Bright Yellow Lemonade Cream Ice Vanilla White 22/1 SOFT SPUN22/1 SOFT SPUN CaCaberbernetnet PFD 60/40 CO60/40 COTTTTON/POLON/POLY BLEND - 4.7ozY BLEND - 4.7oz ReRedd SalmonSalmon Bright OrBright Orangeange MangMangoo Bright YBright Yelloelloww ReReddRRusty Rusty RededCherCherrryy CrCranberanberrryy SangSangriaria Official PMS Color Match HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther Cotton & Dye TRI-COLOR Be your clients official tee by dyeing 22/1 SOFT SPUN their exact corporate color! Lemonade Cream Ice Vanilla White Kelly Green Putty Palm Shamrock TWO-COLOR HEATHERS TCH 60/40 COTTON/POLY BLEND - 4.7oz Home Depot Orange - PMS165C Dr Pepper Maroon - PMS505C 22/1 SOFT SPUN Neon Mint Neon Peach Neon Purple Neon Sky Neon Yellow Red Salmon Bright Orange Mango Bright Yellow Antique White Sandstone Light Grey Smoke Vintage Black 60/40 COTTON/POLY BLEND - 4.7oz M Heather Heather Heather Heather Heather Heather Heather Heather Blue Heather Heather Red Rusty Red Cherry Cabernet Cranberry Sangria Summer I Kiwi Mahi Coral Glacier Denim N Putty Palm Shamrock Kelly Green Light Blue Turquoise Army Green Aqua Blue Green Antique White Sandstone Light Grey Smoke Vintage Black E WWhitehite HoneyHoneydedeww TTopazopaz KKellelly Greeny Green ForestForest Neon MintNeon Mint Neon PNeon Peacheach Neon PurNeon Purpleple Neon SkNeon Sky y Neon YNeon Yelloelloww R HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther A SummerSummer HeaHeatherther HeaHeatherther HeaHeatherther Blue HeaBlue Heatherther HeaHeatherther KiwiKiwiMahiMahi White Grey Royal Red Black GreenGreenCorCoralal L GlacierGlacier DenimDenim Navy S Light Blue Turquoise Army Green Aqua Blue Sky Diver Royal Light Navy Dark Navy Antique White Grey Royal Navy Red Black Cotton TRI-COLOR TWO-COLOR HEATHERS P Red Salmon Bright Orange Mango Bright Yellow I 22/1 SOFT SPUN 22/1 SOFT SPUN G White Honeydew Heather Topaz Heather Kelly Green Heather Forest Heather Heather RedRusty RedCherry M Cabernet Cranberry Sangria Summer Neon Mint Neon Peach Neon Purple Neon Sky Neon Yellow 60/40 COTTON/POLY BLEND - 4.7oz Heather Heather Heather Heather Heather Kiwi Mahi 60/40 COTTON/POLY BLEND - 4.7oz Sky Diver Royal Light Navy Dark Navy Coral Glacier Denim Sky Diver Light Navy Silver Charcoal Grape Silver Charcoal Black Royal Dark Navy Black E WWW.YOURCOCLOTHING.COM Mustard Vintage Orange Vintage Purple Cranberry Seafoam Heather Heather Green Heather Blue Heather Heather Pacific Blue Russian Blue Ocean Teal Blueberry Purple Ice Coffee ReRed d N SalmonSalmon Bright OrBright Orangeange MangMango o Bright YBright Yelloelloww Light BlueLight Blue TTurquoiseurquoise Sea BlueSea Blue RoRoyaylal NaNavyvy T Stocked Silhouettes D HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther PPacific Blueacific BlueRRussian Blueussian BlueTri-Color YE Ice CoffeeIce Coffee Ocean TOcean TealealBlueberBlueberrryy PurPurpleple S Grape Silver Charcoal Black Unisex S/S Unisex S/S Unisex S/S Unisex 3/4 Unisex Wide Unisex Gym Unisex Gym Ladies S/S Ladies S/S Youth S/S Crew Neck Crew Neck PFD V Neck Sleeve Raglan Strap Tank Cut Tank Cut Sleeveless Crew Neck Deep V Neck Crew Neck #USA100 #USA100PFD #USA105 #USA110 #USA115 #USA125 #USA130 #USA100L #USA105L #USA100Y Stocked Silhouettes Asphalt Cherry Glacier Russian Blue Concrete Carbon Arctic Grey Light Blue White Honeydew Topaz Kelly Green Forest Turquoise Sea Blue Royal White/Black Navy White/Kelly Green Unisex S/S Black/White White/Dark Navy Unisex S/S Unisex S/S Unisex 3/4 Unisex Wide Unisex Gym Unisex Gym Ladies S/S Ladies S/S Youth S/S Navy Yellow Violet Royal Lime Crew Neck Crew Neck PFD (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) V Neck Sleeve Raglan Strap Tank Cut Tank Cut Sleeveless Crew Neck Deep V Neck Crew Neck Heather Heather Heather Heather Heather Red Salmon Bright Orange Mango Bright Yellow Summer Heather #USA100 #USA100PFD #USA105 #USA110 #USA115 #USA125 #USA130 #USA100L #USA105L #USA100Y Heather Heather Heather Heather Pacific Blue Neon Mint Neon Peach Neon Purple Neon Sky Neon Yellow Ice Coffee KiwiMahi Coral Glacier Russian Blue Ocean Teal Blueberry Purple Twilight WWhitehite HoneyHoneydedeww TopazTopaz Denim KellKelly Greeny Green ForestForest PlumPlum LaLavendervender KhakiKhaki MochaMocha ExExcalibcaliburur Heather Heather Heather Heather Heather Red Rusty Red Cherry Cabernet Cranberry Sangria Asphalt Carbon Arctic Grey Pepper Green Twilight Black Pepper Concrete Heather Heather Heather Blue Heather Heather HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther Black HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther Black/White White/Black White/Dark Navy White/Kelly Green White/Red White/Royal StockStocked Silhouettesed Silhouettes (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) CarbonCarbon Two-Color TTwilightwilight (Body/Sleeve) (Body/Sleeve) ConcreteConcreteAsphaltAsphaltArctic GreyArctic Grey PPeepperpper Heather BlackBlack WWW.YOURCOCLOTHING.COM Red White Light Blue Royal Navy Excalibur Charcoal Athletic Grey White/Red White/Royal Cardinal Melon Coral Neon Pink Watermelon (Body/Sleeve) (Body/Sleeve) Light Blue Turquoise Sea Blue Royal Navy PMS COLOR MAPlum Lavender Khaki Mocha Excalibur Light BlueLight Blue TTurquoiseurquoise Sea BlueSea Blue RoRoyaylal NaNavyvy Heather Heather Heather Heather Heather White Honeydew Topaz Kelly Green Forest Twilight CharcoalCharcoal Athletic GreyAthletic Grey Heather Heather Heather Heather Heather UniseUnisex S/Sx S/S UniseUnisex Wx Wideide UniseUnisex L/Sx L/S Youth S/SYouth S/S Red Salmon Bright Orange Mango Bright Yellow Concrete Asphalt Carbon Arctic Grey Pepper HeaHeatherther WWW.YOURCOCLOTHING.COM Summer HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther Internal Communication Style Guide Heather Heather Heather Heather Heather Southwest Airlines Brand Style Guide | 94 CreCrew Neckw Neck StrStrap Tap Tankank CreCrew Neckw Neck CreCrew Neckw Neck Arctic/Dark Navy HeaHeatherther Arctic/Rusty Red Kiwi Mahi Coral Glacier Arctic/Black Black Arctic/Red HeaHeatherther Concrete/Arctic Official PMS Color Match Denim Pacific BlueRussian BlueOcean Teal Blueberry Purple Ice Coffee (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) #USA200#USA200 #USA215#USA215 #USA220#USA220 #USA200Y#USA200Y Heather Heather Heather Heather Heather Green Be your clients official tee by dyeing Stocked Silhouettes their exact corporate color! Stocked Silhouettes TCH Home Depot Orange - PMS165C Dr Pepper Maroon - PMS505C Arctic/BlackArctic/BlackArctic/Dark NaArctic/Dark NavyvyArctic/RArctic/RededArctic/RArctic/Rusty Rusty Reded Concrete/ArcticConcrete/Arctic WWWWWW.YOURCOCLOTHING.COM.YOURCOCLOTHING.COM (Bod (Body/Sleey/Sleevve)e) (Bod (Body/Sleey/Sleevve)e) (Bod (Body/Sleey/Sleevve)e) (Bod (Body/Sleey/Sleevve)e) (Bod (Body/Sleey/Sleevve)e) M I StockStocked Silhouettesed Silhouettes Unisex S/S Unisex Wide N Crew Neck Strap Tank E #USA300 #USA315 PlumPlum R LaLavendervender KhakiKhaki MochaMocha ExExcalibcaliburur Charcoal Athletic Grey Plum Lavender Khaki Mocha Excalibur A Unisex S/S Unisex Wide Unisex L/S Youth S/S HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther HeaHeatherther L Light Blue Heather Heather Heather Heather Heather Turquoise Sea Blue Royal Navy Heather Heather Crew Neck Strap Tank Crew Neck Crew Neck S Arctic/Black Arctic/Dark Navy Arctic/Red Arctic/Rusty Red Concrete/Arctic White Honeydew Topaz Kelly Green Forest UniseUnisex S/Sx S/S UniseUnisex Wx Wideide #USA200 #USA215 #USA220 #USA200Y (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) CreCrew Neckw Neck StrStrap Tap Tankank Antique White Grey Royal Navy Red Black Heather Heather Heather Heather Heather Twilight/Black Pacific Blue Concrete/Cherry Concrete/Denim Concrete/Mahi Russian Blue Ocean Teal Blueberry Purple Ice Coffee #USA300#USA300 #USA315#USA315 StockStocked Silhouettesed Silhouettes Heather Heather Heather (Body/Sleeve) Heather (Body/Sleeve) Heather (Body/Sleeve) (Body/Sleeve) Unisex 3/4 Youth S/S Carbon Arctic Grey Twilight Stocked Silhouettes Sleeve Raglan Crew Neck ConcreteAsphalt Black Pepper Stocked Silhouettes #USA310 #USA300Y WWW.YOURCOCLOTHING.COM Concrete/CherConcrete/CherrryyConcrete/DenimConcrete/DenimConcrete/MahiConcrete/MahiTTwilight/Blackwilight/Black WWW.YOURCOCLOTHING.COM WWW.YOURCOCLOTHING.COM (Bod (Body/Sleey/Sleevve)e) (Bod (Body/Sleey/Sleevve)e) (Bod (Body/Sleey/Sleevve)e) (Bod (Body/Sleey/Sleevve)e) UniseUnisex 3/4x 3/4 YYouth S/South S/S SleeSleeve Rve Raglanaglan CreCrew Neckw Neck #USA310#USA310 #USA300Y#USA300Y Unisex S/S Unisex Wide Crew Neck Strap Tank CharcoalCharcoal Athletic GreyAthletic Grey UniseUnisex S/Sx S/S UniseUnisex Wx Wideide UniseUnisex L/Sx L/S Youth S/SYouth S/S #USA300 #USA315 HeaHeatherther HeaHeatherther CharcoalCreCrew Neckw Neck StrStrap Tap Tankank CreCrew Neckw Neck CreCrew Neckw Neck WWWWWW.YOURCOCLOTHING.COM.YOURCOCLOTHING.COM Athletic Grey #USA200#USA200 #USA215#USA215 #USA220#USA220 #USA200Y#USA200Y Unisex S/S Unisex Wide Unisex L/S Youth S/S Heather Heather Crew Neck Strap Tank Crew Neck Crew Neck Plum Lavender Khaki Mocha Excalibur Light Blue #USA200 #USA215 #USA220 #USA200Y Turquoise Sea Blue Royal Navy Concrete/Cherry Concrete/Denim Concrete/Mahi Twilight/Black Twilight (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) Heather Heather Heather Heather Heather Concrete Asphalt Carbon Arctic Grey Pepper Unisex 3/4 Youth S/S Heather Heather Black Heather Heather Heather Sleeve Raglan Crew Neck WWWWWW.YOURCOCLOTHING.COM.YOURCOCLOTHING.COM #USA310 #USA300Y Arctic/BlackArctic/Dark NavyArctic/Red Arctic/Rusty Red Concrete/Arctic Stocked Silhouettes (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) WWW.YOURCOCLOTHING.COM WWW.YOURCOCLOTHING.COM Stocked Silhouettes Charcoal Unisex S/S Unisex Wide Athletic Grey Crew Neck Strap Tank Unisex S/S Unisex Wide Unisex L/S Youth S/S Plum Lavender Khaki Mocha Excalibur Heather #USA300 #USA315 Crew Neck Strap Tank Crew Neck Crew Neck Heather Arctic/Black Arctic/Dark Navy Arctic/Red Arctic/Rusty Red Concrete/Arctic #USA200 #USA215 #USA220 #USA200Y (Body/Sleeve) (Body/Sleeve) Heather (Body/Sleeve) Heather (Body/Sleeve) Heather (Body/Sleeve) Heather Heather Concrete/CherryConcrete/DenimConcrete/Mahi Twilight/Black Stocked Silhouettes Stocked Silhouettes (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) Unisex 3/4 Youth S/S WWW.YOURCOCLOTHING.COM Sleeve Raglan Crew Neck #USA310 #USA300Y Unisex S/S Unisex Wide Crew Neck Strap Tank WWW.YOURCOCLOTHING.COM #USA300 #USA315 Charcoal Athletic Grey Unisex S/S Unisex Wide Unisex L/S Youth S/S Concrete/Cherry Concrete/Denim HeatherConcrete/Mahi HeatherTwilight/Black Crew Neck Strap Tank Crew Neck Crew Neck (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) (Body/Sleeve) Unisex 3/4 Youth S/S #USA200 #USA215 #USA220 #USA200Y Sleeve Raglan Crew Neck #USA310 #USA300Y WWW.YOURCOCLOTHING.COM WWW.YOURCOCLOTHING.COM

Internal Merchandising Celebration/Event Décor—Banners and Tables At Southwest we love to have a good time and celebrate. From recruitment events to city anniversaries the guides below can help you create a space that features all of the Southwest branding at it’s finest. . r ea Y ry o t s i H k c a l B t. s r fi e r e h t i d r ea h to ou ou’re on Y k y in th , we story i Black h ebrate l our ort to ce ough sh s too hr wa ays a year. bruary  ght Fe th  thou story on ou ever Hi y k If ac l ® B . home elebrate l c cal we e , w t es wes i th nit t Sou mu com . A y ng i man th e me th so t or su y l u ro we s, i onsh lati committe re . ” s oe Her ng su al Gala “Un . Memori Jr oung, Y th al Whitney M. nnu A 4 4 e h t f o Note: Retractable banners are ideal for events as they mimic our airport signage. The tall height makes them visible from a distance. Try placing your communication in table tents that can be placed on top of your table. . r ea Y ry o t s i H k c a l B t. s r fi e r e h t i d r ea h n to o ou ’re Y history, we think you Black h our hort to celebrate s too s year. hroug wa a uary ays r  b ught Fe  o onth story you ever th Hi If ® ate Black home. celebr l cal , we we t s wes unitie South omm At c . y ng man methi the so ort su rouly we , s hi ons ati mmitte rel o c . ” oes r rial Gala “Unsung He . Memo Jr oung, Y th nnual Whitney M. A 4 4 e h t f o . r ea Y ry o t s i H k c a l B t. s r fi e r e h t i d r ea h to ou ou’re on Y k y n i th , we story i ack h rate Bl eb l h our t to ce or oug s too sh hr wa year. ry s a brua ay Fe  t gh th ou on th story ou ever Hi y If ack l ® B home. elebrate l c cal we e , w west ies t South communit . A y ng man thi e me th so t su or y l u ro we s, i onsh lati tte re mmi co . ” s oe ng Her su al Gala “Un . Memori Jr oung, Y th al Whitney M. nnu A 4 4 e h t f o . r ea Y ry o t s i H k c a l B t. s r fi e r e h t i d r ea h n to ou’re o Ynk you i th Black history, weh our t to celebrate or sh too syear. hroug wa a s ruaryay eb ught F oonth thtory  ever s you Hi If®. home celebrate Black l cal we we t, es westi Southommuni At c . y ng iman e methth so ort u s y roul we , s hi s on ati  rel tte commi . ” s e o ng Her su Un rial Gala “ . Memo Jr g, oun Y hney M. tnnual Whit A 4 4 e h t f o Note: Our logo can be featured on tablecloths, provided that the tablecloths are steamed and not wrinkled. Use fitted tablecloths or use clamps to keep them in place. Always use a white or blue tablecloth. Note: Avoid placing the Heart by itself on tablecloths. Internal Communication Style Guide Southwest Airlines Brand Style Guide | 95

Internal Merchandising Heart junior Note: Heart junior cannot be modified or embellished. He is restricted for use in items intended for kids and children only. Items include the Activity Kit. All merchandise, promotional items and giveaways shown in these guidelines are illustrative examples only. All items must be ordered through Southwest’s approved vendors. One color version available for limited use with prior consent by Brand Identity. Internal Communication Style Guide Southwest Airlines Brand Style Guide | 96

Internal Merchandising Approved vendors As one of the most revered brands it’s critical that we showcase our brand in the best light. With the coordination of Procurement and Marketing an Approved Vendor Program was established Inman Promotional Team to ensure our brand integrity. The products and process these vendors follow and use helps to ensure a high level of quality, Customer Service, and safety standards that helps protect the Contact: Barney Inman Company, our Employees, and our Customers. Note to Employees: Southwest Airlines Employees should use these vendors when developing 214-346-3250 merchandise for their respective needs. These vendors will help provide competitive pricing and a variety of merchandise to select from. Contact one of our approved suppliers to identify the need [email protected] for your specialty product order. If the item price is greater than $50 or the total order is greater than $1,000, our approved suppliers will contact our Procurement Department for approval of the order. Procurement will work with our suppliers to provide suggested items for your selection. Once the selections are approved, you will place your order through Ariba. Creata USA Inc For more information about Ariba please contact Vicki Mccrummen at [email protected]. www.southwestthestore.com Contact: Stephanie Wilke 214-543-5707 [email protected] Catalyst Marketing Contact: Jeff Masquelier 972-403-8785 [email protected] Internal Communication Style Guide Southwest Airlines Brand Style Guide | 97

Internal Communications Style Guide

Personal communication Align the name and address flush left Business cards and email signature to the left edge of the Southwest logo. Don Redwine Anthony Brown Don Redwine Anthony Brown Employee name: Manager Fleet Planning Interiors Engineer Manager Fleet Planning Interiors Engineer 9.5pt Southwest Sans Bold Ground Support Equipment Technical Operations Ground Support Equipment Technical Operations 10pt line spacing For Procurement orders visit the Ariba site at SWALife> Department> Supply Chain Management> Employee title and Products & Services> Print Services. department: Click “Staples” 8pt Southwest Sans Regular Username: southwest 10pt line spacing Password: southwest Southwest Airlines Co. Southwest Airlines Co. Southwest Airlines Co. Southwest Airlines Co. Southwest Airlines: P.O. Box 36611, DAL-3GS P.O. Box 36611 Note: If you add additional content to the card, maintain P.O. Box 36611, DAL-3GS P.O. Box 36611 8pt Southwest Sans Bold 7510 Aviation Place 2832 Shorecrest Drive the required clear space around the Southwest logo. 7510 Aviation Place 2832 Shorecrest Drive 10pt line spacing Suite 130 Dallas, TX 75235 Suite 130 Dallas, TX 75235 Dallas, TX 75235 Dallas, TX 75235 Phone (214) 904 4614 Phone (214) 904 4614 Address and contact info: Phone (214) 904 7551 [email protected] Phone (214) 904 7551 [email protected] 8pt Southwest Sans Regular Cell (214) 679 0207 Cell (214) 679 0207 10pt line spacing Fax (214) 904 5748 Connecting People to what’s Fax (214) 904 5748 [email protected] [email protected] important in their lives. Front (Heavy copy) Front (Light copy) Back Don Redwine Anthony Brown Manager Fleet Planning Interiors Engineer Ground Support Equipment Technical Operations Digital downloads are available at SWALife> Tools> Communication Tools> Brand News. Southwest Airlines Co. Southwest Airlines Co. P.O. Box 36611, DAL-3GS P.O. Box 36611 7510 Aviation Place 2832 Shorecrest Drive Suite 130 Dallas, TX 75235 Note: Only use approved artwork for Company email Dallas, TX 75235 Phone (214) 904 4614 Phone (214) 904 7551 [email protected] signature applications. These signatures are not Employee name in Arial Bold - 9 pt. to 12 pt. Cell (214) 679 0207 Other lines of information in Arial - 9 pt. to 12 pt. mandatory but any use of the Southwest logo must Fax (214) 904 5748 Blue R:48 G:76 B:178 abide by these rules and regulations. The measurements [email protected] shown here are based on the cap “S” (.25”), not the tallest .25” Spacing around logo must be half the initial capital “S” letter (“h”). Please use your best judgment and tone when representing the Employees of Southwest to our Customers, Vendors and Partners. Internal Communication Style Guide Southwest Airlines Brand Style Guide | 99

Internal communication Letterhead template and memo Digital downloads are available at SWALife> Tools> Communication Tools> Brand News. 1” 1” .5” .5” For Procurement orders visit the Ariba site. Note: Only use approved artwork for all .5” .5” letterhead and memo applications. The .25” .25” measurements shown here are based on the cap “S” (.25"), not the tallest letter (“h”). Date: Memo Arial Bold - 16 pt. ¶ ¶ For internal use please use your best Addressee Name To: Southwest Airlines Co. Arial Regular - 10 pt. From: judgment at selecting full color printing Department or PO Box Number Date: Arial Regular - 10 pt. Street Address Re: versus black and white. City, State 00000-0000 ¶ ¶ Message For all documents and forms, the logo must be placed in the top right hand corner. Please follow spacing guidance for clearance around the logo. See the Visual Elements chapter. .25” Connecting people to what’s important in their lives. Purpose/Vision in .5” Southwest Sans Bold .5” Blue R:48 G:76 B:178 Logo dimensions The height of the logo is based on the height of the “S”. Internal Communication Style Guide Southwest Airlines Brand Style Guide | 100

Internal communication Envelope For Procurement orders visit the Ariba site. .25” .25” .25” Spacing around logo must be Southwest Airlines Co. in Arial Bold - 8 pt. half the initial capital “S” Southwest Airlines Co. Address in Arial Regular - 8 pt. P.O. Box 36611 Initial Cap - Blue C:100 M:82 Y:0 K:0 Logo dimensions Dallas, TX 75235-1611 The height of the logo is based on the height of the “S”. Note: Only use approved artwork for all envelope applications. The measurements shown here are based on the cap “S” (.25"), not the tallest letter (“h”). Internal Communication Style Guide Southwest Airlines Brand Style Guide | 101

Internal communication Powerpoint template Digital downloads are available at SWALife> Tools> Communication Tools> Brand News. Please consider the swatches below when creating graphs, charts and design elements in Powerpoint presentations. All text copy must be one of the following: Deep Canyon Blue, Slate, or Black. Approved Option 1 Approved Option 2 Approved Option 3 Option 4 Pending Approval Option 5 Pending Approval Option 6 Pending Approval Option 7 Pending Approval Option 8 Pending Approval Swatches Approved color palette to be used for any graphics or charts Font Approved font to be used for headers and text body Arial Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Bold Blue Warm Red Sunrise Yellow Deep Silver White Black Arial Bold 48/76/178 213/21/46 255/191/39 94/126/149 255/255/255 0/0/0 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Use for text only a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Note: Only use approved artwork for all Powerpoint applications. The measurements shown here are based on the cap “S” (.5” Cover Page, .25” Secondary Page) , not the tallest letter (“h”). The striped bar element is equal in height to the heart symbol. The striped bar element must not be adjusted and must stay anchored to the bottom. Internal Communication Style Guide Southwest Airlines Brand Style Guide | 102

® Rapid Rewards Style Guide

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

Rapid Rewards Heart Frame and Watermark Heart Frame Heart Watermark We believe in vacation dates, not expiration dates. At Southwest Airlines®, we think you should be able to use points how you want, anytime you want. If you have Rapid Rewards® flight or Partner earning activity within 24 months, your points won’t expire. Period. That’s Transfarency.® Sign up for Rapid Rewards today at Southwest.com/enroll. We believe in vacation dates, not expiration dates. At Southwest Airlines®, we think you should be able to use points how you want, anytime you want. If you have Rapid Rewards® flight or Partner earning activity within 24 months, your points won’t expire. Period. That’s Transfarency.® Sign up for Rapid Rewards today at Southwest.com/enroll. The Heart Frame embodies the emotion we want people to The Heart Watermark is designed to help us brand experiences as uniquely feel as a result of engaging with the Rapid Rewards program. Rapid Rewards and should always be visible with the logo. It is meant to surround the Customer and celebrate meaningful moments in time. It should be used in instances where the destination and/or the activity is the focus of communication. It can also be used to brand tier member elements without photography. (e.g. A-List member card). ® Rapid Rewards Style Guide Southwest Airlines Brand Style Guide | 105

Rapid Rewards Heart Usage Guidelines Application Cropping Placement Size Medium Note: The Heart frames and watermarks are not a requirement for Chase components, Always cropped Heart Frame is always cropped to the right side or the The Frame can be sized to fit specific The Frame is not to be used in mediums although they are welcome in instances Heart Frame bottom of an image. images, but it should never be with responsive design as we cannot where Southwest Airlines is the clear sender skewed or stretched in any way. control the cropping of the Heart. of the communication. Also, use care not to Always place our subject in front of the apply in channels that are incredibly copy- brightwork, never behind it or emerging through heavy or visually busy. The Heart should not it. We do notwant it to suggest that it is in any way restrictive. be lost, crammed, or crowded. Be careful to ensure lines don’t intersect facial or body features in unflattering ways. Heart Watermark Always anchored to Generally, the Heart Watermark should be attached The Watermark always maintains a The Watermark is not to be used in Rapid Rewards logo. in one of the four corners. consistent size based on the medium mediums with responsive design as and should never be skewed or we cannot control the cropping of the In specific instances where a logo exists outside stretched in any way. Heart. the layout, like social posts, the Watermark is placed above or below the Rapid Rewards logo. When possible, the brightwork should reside in the clear space of the photography so that it reads clearly. Do not place it over busy or cluttered backgrounds. Primary color palette Application t al Mobile ship t Airpor and rich media er or as In- d / Bridge ollat rint oadc OH andar t mail et C Online / Signage Spons P Br O S Social channelsE J C100 M82 Y0 K0 C100 M96 Y37 K39 C3 M3 Y3 K6 WHITE BLACK Heart Frame PMS 2126 C PMS 2766 C Metallic SILVER Heart Watermark ® Rapid Rewards Style Guide Southwest Airlines Brand Style Guide | 106

Rapid Rewards Counterexamples Heart Frame Heart Watermark We believe in vacation dates, not expiration dates. At Southwest Airlines®, we think you should be able to use points how you want, anytime you want. If you have Rapid Rewards® flight or Partner earning activity within 24 months, your points won’t expire. Period. That’s Transfarency.® Sign up for Rapid Rewards today at Southwest.com/enroll. We believe in vacation dates, not expiration dates. At Southwest Airlines®, we think you should be able to use points how you want, anytime you want. If you have Rapid Rewards® flight or Partner earning activity within 24 months, your points won’t expire. Period. That’s Transfarency.® Sign up for Rapid Rewards today at Southwest.com/enroll. Note: Do not use the photography depecting Note: Do not use the watermark over busy photography. people coming out of the Heart Frame. ® Rapid Rewards Style Guide Southwest Airlines Brand Style Guide | 107

Rapid Rewards Welcome kit The Heart Watermark is designed to be a subtle yet effective branding element. Since we use a variety of imagery, the Heart Watermark has been designed to accommodate its placement in images that have similar tones. The lighter Watermark is used with lighter images, the darker Watermark is used with darker images. Light Heart Watermark: Regular Heart Watermark: Dark Heart Watermark: Use when values are in the medium range. Use when values are in the medium/dark range. Use when values are in the darkest range. We believe in vacation dates, We believe in vacation dates, not expiration dates. not expiration dates. At Southwest Airlines®, we think you should be able to use points how you At Southwest Airlines®, we think you should be able to use points how you want, anytime you want. If you have Rapid Rewards® flight or Partner earning want, anytime you want. If you have Rapid Rewards® flight or Partner earning activity within 24 months, your points won’t expire. Period. That’s Transfarency.® activity within 24 months, your points won’t expire. Period. That’s Transfarency.® Sign up for Rapid Rewards today at Southwest.com/enroll. Sign up for Rapid Rewards today at Southwest.com/enroll. We believe in vacation dates, not expiration dates. At Southwest Airlines®, we think you should be able to use points how you want, anytime you want. If you have Rapid Rewards® flight or Partner earning activity within 24 months, your points won’t expire. Period. That’s Transfarency.® Sign up for Rapid Rewards today at Southwest.com/enroll. ® Rapid Rewards Style Guide Southwest Airlines Brand Style Guide | 108

Direct Mail

Direct Mail Watermark 85417 (Name), XX,XXX points are waiting for you. (So is this place.) (Name), XX,XXX points are waiting for you. (So is this place.) 85417 (Name), XX,XXX points are waiting for you. (So is this place.) 85417 ® Rapid Rewards Style Guide Southwest Airlines Brand Style Guide | 110

Direct Mail Heart Frame Hey, (Name), you’ve got XX,XXX points waiting to hit the trail. So let’s go. 85417 ® Rapid Rewards Style Guide Southwest Airlines Brand Style Guide | 111

Social

Direct Mail Heart Frame Social The Heart Watermark always appears on the top left on social Seek adventure. posts as it is nearest to the branding avatar which is used in Get rewarded. place of a logo. Paid Social ® Rapid Rewards Style Guide Southwest Airlines Brand Style Guide | 113

Writing Style and Trademarks Guide for Marketing Communications Last updated 3-7-2016

Writing Style Guide Overview ® Business Select means you’re The Writing Style Guide is the spiritual successor of Colleen’s one of the first ones on. So go Bible, a collection of spellings, grammar rules, and capitalizations, ahead, choose your favorite seat. used to maintain constancy among all of the written communica- tion for Southwest. Use this document when crafting any written But priority boarding (A1–A15) isn’t your only perk on Business Select. You’ve also got Fly By®  ® security lane access. tra apid eards oints. Fully re­undable message–internal or external. tickets. Free sa€e‚day flig„t c„anges. re€iu€ drink on day o­ travel. Yes… our Business Select perks are built around your s€ile. And you don’t „ave to be on a business trip to en†oy t„e€. Start s€iling at sout„est.co€‡getbusinessselect. Note: Please refer to the Chicago Manual of Style for guidelines not covered in this guide. ˆ„ere available Punctuation Styling Use punctuation in headlines with complete sentences and headlines that use a combination of complete and Do not use punctuation when setting off special offers incomplete sentences. with point, dollar or discount percentages. Examples: • Without a heart, it’s just a machine. • 8 days only! All destinations on sale. as low as Save up to Plus earn Do not use punctuation in headlines when stating a short, incomplete phrase (5 words or less) that has a complete $73 $200 1,200 sentence as a supporting subhead. one-way bonus points Example: • Save up to 50% (subhead) Need a quick getaway? Book your flight now. Use punctuation in online body copy that is multiple sentences long. Do not use periods in online headline copy that is not on an image, unless separating two thoughts. Use question marks or exclamations, if appropriate. Writing Style and Trademark Guide Southwest Airlines Brand Style Guide | 115

Writing Style Guide and Trademarks List of Terms A-List Member Crew [Southwest] Guest Pass one-way A-List Preferred Crew Member [Southwest] hangar [airplane] ontime Adopt-A-Pilot® Culture [Southwest] hanger [clothes] open seating [noun] air stairs Customer [Southwest] Headquarters [Southwest] open-seating [adjective] airfare Customer Experience Heart [Southwest] Operation: Kick Tail airsick Customer of size Heart Jr. [SWA mascot] Operations Agent [Southwest] airworthy Customer Representative [Southwest] Heart of the Community Original Employee [Southwest] anniversary (for Chase use only) home page SM Customer Satisfaction P.A.W.S. anniversary bonus (for Chase use only) Customer Service Hospitality partner(s) [Southwest] [hotel and car partners] anniversary bonus points (for Chase use only) Customer Service Agent (CSA) [Southwest] Inflight [Department] Passenger [Southwest] Anytime fare Customer Service Commitment inflight [experience] People [Southwest] Appearance Technician [Southwest] Customer Service Excellence Inflight Crew [Southwest] Pilot [Southwest] bag tag Customer Service Supervisor [Southwest] Intern [Southwest] point-to-point bags fly free® DING® Internal Customer [Southwest] Positively Outrageous Service Base DING® fare preboard [SWA work location] jumpseat Basic Principles, The [Southwest] downline Kick Tail® preflight Blogsouthwest.com e-ticket Lead with LUV [book] Priority Check-in and Security Lane Access E-Ticket Check-In profitsharing bottom line Leader [Southwest] [adjective] Business Select® fare E-Ticket Check-In kiosk Leadership [Southwest] ProfitSharing [noun] canceled EarlyBird Check-In® Legendary Customer Service ProfitSharing Plan [Southwest] canceling email lift chair Provisioning Agent [Southwest] Cardmember Employee LIFT® [Chase] [Southwest] [coffee] Purpose [Southwest] Captain [Southwest] en route Living the Southwest Way qualifying points [Rapid Rewards] carryon Enhanced Boarding long-haul Ramp Agent [Southwest] Expectations low fare (noun)/low-fare (adjective) Cashless Cabin [Southwest] Rapid Rewards® [see usage note at end of list] Center Low-Fare Leader [SWA work location] External Customer [Southwest] [Southwest] Rapid Rewards® Business Premier Credit Card check in [verb] Family [Southwest] LUV jet Rapid Rewards® Credit Card check-in [noun] Family Member [Southwest] LUV® Rapid Rewards® Credit Cardmember Click ‘N Save® Fellow Employee [Southwest] LUVLines [internal Employee magazine] Rapid Rewards Dining® codeshare First Officer [Southwest] Mechanic [Southwest] Rapid Rewards Dining® member Coheart Rapid Rewards® Plus Credit Card [Southwest] Flight Attendant [Southwest] Member [Rapid Rewards] Companion [in relation to Companion Pass. Ex: Designate your Companion.] Flight Crew [Southwest] Mission [Southwest] Rapid Rewards® Plus Credit Cardmember Companion Pass Fly By® Priority Lane New Hire [Southwest] Rapid Rewards® points Company [Southwest] follow-up Next Flight Guaranteed [NFG] Rapid Rewards® Points Center Companywide [Southwest] Freight [Cargo product usage only] no change fees Rapid Rewards® Premier Credit Card Noncontract Employee Rapid Rewards Shopping® Contract Employee [Southwest] Frequent Flyer [Southwest] [Southwest] Contract of Carriage Frontline Employee [Southwest] Nonrev [Southwest] Rapid Rewards Shopping® member Contractor rebook [Southwest] Fun-LUVing nonstop Cookoff [Southwest] Fun-LUVing Attitude Nuts About Southwest® [external blog] reissue Reliability Core Values [Southwest] goodbye NUTS! [book] [Southwest] Coworker [Southwest] groundtime onboard Relentlessly Reliable® Writing Style and Trademark Guide Southwest Airlines Brand Style Guide | 116

Writing Style Guide and Trademarks List of Terms and Key Phrases Representative [Southwest] Station [SWA work location] requalification Station Leader [Southwest] Key Phrases reservation system [no “s” on reservation] Stockholder [Southwest] Southwest’s Purpose: Retiree [Southwest] SWA TV [internal video] Connect People to what’s important in their lives through friendly, reliable, and round trip swabiz.com low-cost air travel. RUSH Priority Freight SWABIZ® Safety [Southwest] swacargo.com® Southwest’s Vision: Security [Southwest] SWAG To become the world’s most loved, most flown, and most profitable airline. Servant Leader [Southwest] SWALife [intranet site] Southwest’s Mission: Servant’s Heart systemwide The Mission of Southwest Airlines is dedication to the highest quality of Shareholder [Southwest] T-Point [Southwest] Customer Service delivered with a sense of warmth, friendliness, individual pride, short-haul Talent [Southwest] and Company Spirit. Skycap [Southwest] Team [Southwest] sold-out Team Member [Southwest] Employee Expectations: Southwest Airlines bags fly free® Team Player [Southwest] Live the Southwest Way with a Warrior Spirit, Servant’s Heart, and Fun-LUVing Southwest Airlines Cargo® Teambuilding [Southwest] Attitude. Work the Southwest Way with a focus on Safety and Reliability, Friendly Southwest Rapid Rewards® [see note at right] Teamwork [Southwest] Customer Service, and Low Costs Southwest Rapid Rewards® Credit Cardmember The Basic Principles [Southwest] Additional Notes: Southwest Rapid Rewards® Credit Cards from Chase The Golden Rule Terms marked with [Southwest] should be capitalized when referring to any person, location, Southwest Rapid Rewards® Plus Credit Card The Magazine or event affiliated with Southwest. [shortened title of onboard magazine] Southwest Rapid Rewards® Plus Credit Cardmember The WNdow Seat [internal news program] LUV is to be used internally only. The one external exception is when referencing our Southwest Rapid Rewards® Premier Credit Card Ticketless Travel stock ticker symbol, LUV. Southwest Rapid Rewards® Premier tier qualifying points ® Credit Cardmember Transfarency® When Rapid Rewards is advertised outside SW channels, add our name, Southwest Airlines® traveler Southwest before Rapid Rewards Southwest Cargo® traveling Headlines—no need to include punctuation unless the headline contains multiple phrases. Southwest from the Heart® TSA Pre ® Spelling—if there are any questions on how to properly spell a word, first consult the Southwest LUV Voucher TSA PreCheck Writing Style Guide. If the word in question isn’t in there, use dictionary.com. Southwest Spirit Values [Southwest] Southwest Support® Vision [Southwest] Grammar—please consult the Chicago Manual of Style for guidelines concerning grammar. Southwest Vacations® Wanna Get Away® fare When referring to our website as an entity, it should be: Southwest.com. However, when Southwest: The Magazine [onboard magazine] Warrior Spirit it appears as part of a URL (primarily in digital) the entire link should remain lowercase: Southwest: The Store website www.southwest.com/insertrestofurlhere. Hyperlinks online do not need to be bolded. Southwest.com/cars (styling for web properties) Wellness Rewards Southwest.com® (Cap S) In creative usage only - does not apply to rules/ WiFi Note: The list shown is a quick reference guide for commonly searched items. For a full terms and conditions. WorkPerks list, please download the Master Disclaimer & Trademark List via Brand Central > Learn > www.southwest.com/inserturlhere (lowercase s) 1-800-I-FLY-SWA® Creative & Advertising Reference > Master Disclaimer & Trademark List. Southwest® Southwest® gift card Staff Members [Southwest] Stakeholder [Southwest] Writing Style and Trademark Guide Southwest Airlines Brand Style Guide | 117

Writing Style Guide Quick reference Capitalization Email Signature Font Spacing When referring to Southwest Airlines, always capitalize the “e” in Employee, See SWALife >Tools >Communication Tools >Brand News for an example and Written correspondence: Arial 10-12 point One space after a period, colon, and/or semicolon. the “f” in Fellow Employee, the “p” in People, the “c” in Company, Coworker, Crew, instructions for creating a signature. Below are the requirements: Crew Member, and Culture, the “t” in Team, Team Member, and Team Player; the “l” in Electronic correspondence: Arial 10-12 point Leave a space on either side of an ellipsis [ … ]. (i.e.: The ceremony honored 12 brilliant Leadership and Leader; the “c” in Customer; the “s” in Shareholder, Station, etc. Align all information and logo to the left (never centered). athletes … visiting the U.S.). Additionally, an ellipsis consists of three evenly spaced Arial type should be used at the size of 12pt or smaller. Indentation dots (periods). Company Name All contact copy should be in Bold Blue (RGB=48/76/178). The logo should follow your individual contact information. Rather than indenting the start of each paragraph, use a block text format: Leave no spaces when using em dashes. Use Southwest Airlines in commercial or community-related communication on first The following elements are prohibited: use of the heart alone, use of old mention. Thereafter, Southwest or the carrier may be used. branding, pictures, and quotes. Mario the carp woke up in his lakefront estate to the sound of inflating balloons. No more than five lines of contact information permitted, and approved options for He was momentarily startled. The birthday party was supposed to take place on Spell out ordinal numbers up to (and including) “ninth” when indicating sequence in Use Southwest Airlines Co. reporting anything financial, contractual, or regulatory. those lines include: Wednesday, was it not? time or location (e.g., first kiss, 11th hour) but not when indicating sequence in naming Use Southwest or Southwest Airlines for internal communication. Additionally, employ a single space after each punctuation mark rather than a conventions (usually geographic, military, or political, e.g., Name double space. 9th U.S. Circuit Court of Appeals). Comma Position Department Italics Times Use the Oxford (or serial) comma which is placed immediately before the coordinating Phone number conjunction (usually and, or, or nor) in a series of three or more terms. For example, Email address When writing times, always use figures; use the forms a.m. and p.m.; and skip one space Official Southwest URL Italicize the names of books, magazines, documents, and newspapers; specific ships between the final numeral and the a.m. and p.m. designations: 7 a.m.; 11 p.m. a list of three countries should be punctuated as “France, Italy, and Spain” (with the Twitter handle and aircraft; art forms—plays, paintings, musical compositions; radio and TV shows; and Oxford comma), instead of “France, Italy and Spain” (without the Oxford comma). Address foreign words and phrases: Southwest: The Magazine, Colorado One In regards to showing the hour and minutes—either format can be used, but please be Dates Each Employee will know what information is most helpful for their audience. consistent throughout your document: 7 a.m.; 7:00 a.m. Numbers When you’re writing out a date like September 2, 2015, the day is a cardinal number. Figures There are two kinds of numbers: an ordinal number and a cardinal number. Cardinal Websites You should never write September 2nd, 2015. Also, please note the comma usage numbers represent amounts like one, two, and three. Ordinal numbers represent after the year. When writing a date, a comma is used to separate the day and month Currency: When writing amounts of money, use figures and decimals for whole-dollar a place in a series like first, second, and third. When referring to our website, Southwest.com should be capitalized. from the year. and fractional amounts: $123.72 ; $1,234.56. If the dollar amounts in your document are When writing only a month and a year, no comma is needed. You should write rounded to the nearest whole number, no decimal amount is needed. Either format can Spell out whole, cardinal numbers up to (and including) nine, and use numerals for In email communication, type in the full link (and hyperlink) www.Southwest.com “September 1972”, not “September, 1972” be used, but please be consistent throughout your document. numbers 10 and above (e.g., zero, one, 10, 96, 104). to make it easy to access our website. Percentages: When writing percentages, always use figures, and spell out the word Spell out numbers that begin a sentence unless it begins with a year. Em Dash vs. Hyphen percent (9 percent; 25 percent). Exception to the rule—financial articles. Use a comma in numbers greater than 1,000. The em dash (—) is arguably the most versatile punctuation mark. Flight Numbers: When referring to a Southwest Airlines flight, capitalize the word Depending on the context, the em dash can take the place of commas, parentheses, or Flight and follow it by one space, the number sign, and the numerical flight number: colons—in each case to slightly different effect. Microsoft Word will automatically insert an Flight #5 em dash when you type a pair of hyphens after a word or letter and hit the enter key. The Page Numbers: When identifying pages in a book, magazine, etc., always use figures: em dash is used without spaces on either side. This issue is covered on pages 5-12. The hyphen’s (-) primary function is the formation of certain compound terms. We also use it to represent a span or range of numbers, dates, or time. Never use a hyphen in place of an em dash. Writing Style and Trademark Guide Southwest Airlines Brand Style Guide | 118

Writing Style Guide Writing Reference Punctuation/Grammar Quotation marks Dash Parentheses Apostrophe Double quotation marks when used with other punctuation: A dash is made up of two hyphens, and both are written with no space on either side. Use parentheses to enclose an abbreviation and/or a confirmation of a term following Used primarily when showing possession and omission of letters (contractions) Don’t confuse the usage of dashes and hyphens. the written-out term when it is used for the first time: All periods and commas at the end of a sentence go inside the quotation marks. Dallas Love Field (DAL) has some competition with at least one major area Possession All semicolons and colons go outside the quotation marks. Dash: airport, but DAL can hold its own. DO: I LUV working at Southwest—it’s a dream job! When a parenthetical comes at the end of a sentence, the sentence’s punctuation Place the apostrophe before the s when showing possession by one person: All exclamation points and question marks go outside the quotation marks, unless the I LUV working at Southwest — it’s a dream job! always follows the final parenthesis: exclamation point or question mark is part of the material quoted. I LUV working at Southwest-it’s a dream job! the boy’s hat Do you know how to pronounce “trough”? Hyphen: The fee is collected immediately (if not beforehand). To show possession by more than one person, make the noun plural first, then Be sure to use the appropriate sentence punctuation when a complete sentence is immediately use the apostrophe: the dogs’ house I know how to pronounce “through”! heads-up; written-out; 1990-1995 contained in a parenthetical: low - fare airline To show singular possession with proper nouns ending in s or an s sound, drop The book stated emphatically that the word draught is “one of the most low—fare; 1990—1995 The fee must be collected (You mean there is a fee?) immediately (if the s that would normally follow the apostrophe: Ms. Jones’ office mispronounced words in English!” not beforehand)! Use a dash to signify an interruption or clarification of thought; and, if the thought To show plural possession with proper nouns ending in s or an s sound, make the The question she asked was, “Do you know how to pronounce rough?” continues, use a dash on either side of the interruption or clarification: proper noun plural first, then immediately use the apostrophe: the Joneses’ house Ellipsis “I didn’t know that ‘slough’ was pronounced like that!” she exclaimed. I LUV working at Southwest—it’s a dream job! With a singular compound noun, show possession with ’s at the end of the word: my An ellipsis [ … ] consists of three evenly spaced dots (periods) with spaces between the mother-in-law’s hat Single quotation marks are used to enclose quotations within quotations. When It’s not likely—although it is always possible—that she will go to Boston. ellipsis and surrounding letters or other marks a quotation appears in a headline, use single quotation marks. With a plural compound noun, show possession with ’s at the end of the word: my two Use a hyphen in compound modifiers; when combining words that describe character If the ellipsis comes after the end of a sentence, it will be placed after the period, brothers-in-law’s hats The newspaper article quoted Gary’s latest whimsical observation: “Kelly or a character; and in fractions: cost-effective; research-driven; stay-at-home; four- making a total of four dots. noted that ‘even if you’re the tallest member of a tribe of pygmies, you’re still a year-old; one-fifth Use the apostrophe and s after the second name only if two people possess the same item: pygmy,’ thus illustrating that he is the businessman’s comic.” When to use: Bill and Ted’s excellent adventure; but: Bill’s and Ted’s hats Exception: Don’t use a hyphen in a compound modifier that includes an adverb ending The Definitive Guide to LUV: ‘Protect Our People’ in ly: widely known; snappily dressed; heavily drugged When you’re quoting material and you want to omit some words. BUT: When a sentence ends with a word in single quotation marks, punctuation marks go on Semicolon To indicate a pause in the flow of a sentence. Don’t confuse it’s and its: It’s a beautiful day outside, and an ant is trudging along with the outside of the final single quotation mark: its little piece of sand. Use the semicolon in place of a period to separate two sentences where the Abbreviations Don’t use an apostrophe with possessive pronouns—they already show possession: his; Jack said, “I wouldn’t call that shack a ‘house’, although it is someone’s ‘home’.” conjunction has been left out: When a sentence ends in an abbreviation, the period of the abbreviation will serve as hers; theirs; ours; yours Comma Call me tomorrow; I will give you my answer then. the sentence’s closing period. If, however, the sentence ends with a question mark or exclamation point, the abbreviation period remains: Use an Oxford comma to separate and or or from the preceding items in a series of Use a semicolon in front of words such as therefore and however when connecting Contraction (omission of letters) three or more; in other words, always use a comma after the second-to-the-last item two complete sentences: The meeting adjourned at 5:30 p.m. in a series of three or more, before the and or the or: I wanted to get a quick bite to eat; relax; take it easy; read a book; etc. DO: I wanted to go; however, I could not. The meeting adjourned at 5:30 p.m.? Southwest Airlines flies to Reno, Boise, and Amarillo. it is = it’s Use the semicolon to avoid confusion where commas already exist: you are = you’re You can fly on Southwest Airlines to Reno, Boise, or Amarillo. I simply wanted to get a quick bite to eat; relax; take it easy; read a book; etc.! is not = isn’t We fly to Boise, Idaho; Los Angeles, California; and Nashville, Tennessee. let us = let’s Use a comma to separate two complete sentences connected by the word and, and Abbreviations for states will differ depending on whether the context involves place the comma before the word and: Use a semicolon before an expression such as for example; e.g.; that is to say; i.e. addresses or straight copy. BUT: The Wright Compromise will pass, and we will be free! ADDRESS: 134 Coppell Lane Arlington TX Don’t confuse your and you’re: Colon Use a comma after a dependent clause that comes at the beginning of a sentence: COPY: Today, we visited Arlington, Tex. Your inviting me to dinner shows that you’re civilized. Depending on the outcome of the vote, we could be in for a real treat! Skip one space after a colon. Months should only be abbreviated in press releases and when the full date is present. Don’t confuse their, there, and they’re: Exception: Instead of skipping one space after the colon in the “Enclosure” and “Copy Use a comma when using the word however, if there is not a complete sentence before to” components of a memo or letter, use a tab space instead, so that the elements in Jan. 13, 1974 Their house is over there, and they’re at home. and after the word however. If there is a complete sentence before and after the word those components line up: Jan. 1974 however, use a semicolon before the word however: Don’t confuse lets and let’s: Enclosure: A Note We will not know, however, until the votes are counted. Copy to: Some People Southwest Titles A Guest Pass lets us fly standby for free, but while we are waiting let’s grab some lunch. Many will vote for the Wright Compromise; however, some will not want it to pass. Use a colon when introducing a list of items: Titles should be formatted in the following manner: Don’t use an apostrophe to show plurals of numbers, letters, and figures, unless necessary Use a comma after the word that when introducing the first phrase of an We rely on several major forms of transportation: planes, trains, Gary Kelly, Chairman, President, & CEO to avoid confusion: incomplete thought: and automobiles. Mike Van de Ven, Executive Vice President & Chief Operating Officer Tammy Romo, Executive Vice President & Chief Financial Officer MDs; Did you know that, of all major airlines, Southwest is the most profitable? Our planes can do amazing things: 1) fly thousands of feet in the air, 2) cruise 80s; at hundreds of miles per hour, and 3) carry more than 100 Customers. the 1960s; Do not use a comma before or after the word too. Use a colon when introducing a direct quotation: BUT: I agree too that it is not rational. The Supervisor’s report is precise: “When Mr. Smith got to the gate, I looked Always dot your i’s and cross your t’s. I wanted to go too. at my watch and noted that it was right at 3:15 p.m.” Use a colon following the salutation of a business letter: Dear Mr. Smith: Writing Style and Trademark Guide Southwest Airlines Brand Style Guide | 119

Writing Style Guide Writing Reference Headlines Where (relative adverb) refers to places and locations. Numbers Phone numbers should be represented in the following format: Internal Content: Capitalize all words in a title or headline except articles (a, an, the) and Where is the station please? The numbers nine and under are always spelled out: four; nine; two (123) 456-7890 prepositions (of, on, to, at, in) 123-456-7890 That’s where I spent my childhood. Exceptions: Exception: Any word that is the first word in the headline or the last word should be Normalization: If you come upon a case where you have two related numbers in the capitalized, regardless of its part of speech Use of “Only” When writing times, always use figures; always show the hour and minutes; use same sentence, you should write them both as numerals if you would write one as a the forms a.m. and p.m.; and skip one space between the final numeral and the numeral. External Content: Southwest prefers a sentence structure in which only the first letter Put the word “only” next to the word or words it modifies. a.m. and p.m. designations: of the first word in a headline or copy should be capitalized The snail advanced 1 inch on the first day and 12 inches on the second day. I’m using only 14 copies. 7:00 a.m.; 11:00 p.m. Exceptions for specific words that can be found in the Alphabetical Listing I’m only using 14 copies. If you have a third number that would normally be written as a word in the example When writing percentages, always use figures, and spell out the word percent: sentence above, and if it isn’t referring to inches, you would still write it out as a word. Italics Sentence Breaks You only normalize to numerals if the numbers are referring to the same thing. 9 percent; 25 percent—unless part of a quote Italicize the names of books, magazines, documents, and newspapers; specific ships Don’t allow the month to be separated from the day or the year when a date comes The five researchers noted that the snail advanced 1 inch on the first day and 12 and aircraft; art forms—plays, paintings, musical compositions; radio and TV shows; and at the end of a line When identifying pages in a book, magazine, etc., always use figures: inches on the second day. foreign words and phrases. Don’t allow the time numeral to be separated from the a.m. or p.m. when a time comes Gary says so, right there on pages 5-12! California One at the end of a line Footnotes Contract of Carriage When writing amounts of money, use figures and decimals for whole-dollar Customer Service Commitment Don’t allow the St. or the Ft. (or the Saint or the Fort) to be separated from the second and fractional amounts: When using footnotes, the footnote number should be placed superscript immediately part when a city’s name comes at the end of a line following the item to which it refers. Italicize the abbreviations e.g. and i.e. And note the definitions of these two foreign $123.72 terms and use them correctly—they are not interchangeable: Don’t allow a formal title to be separated from the rest of the name when a person’s If there is a punctuation mark, the footnote number should be placed immediately name and title come at the end of a line. When referring to a Southwest Airlines flight, capitalize the word Flight and following the punctuation mark (with no space in between the punctuation mark and e.g. is the abbreviation for the Latin exempli gratia: “for example” (or, my simplistic way follow it by one space, the number sign, and the numerical flight number: the footnote number), except for the dash, which the footnote number should precede. of remembering it: for “‘eg’-sample”) Adverbs Flight #5 2 “Wright is Wrong” was the more popular rallying cry. i.e. is the abbreviation for the Latin id est: “that is”; or, “in other words” Avoid excessive adverb use. Rather than enhancing ordinary adjectives with adverbs, Numbers over nine are always in figures: 11; 199; etc. 11 opt for more creative descriptors: The Wright Amendment, which pertained only to Dallas Love Field, was not There are some things that you need for the perfect party; i.e., to make it a conducive to Southwest Airlines’ operation. success. Most of those things are fundamental; e.g., music, food, sodas, and The dog stood tall, his matted fur chocolate against the ocean. Exception: When a number over nine begins the sentence, write it out and hyphenate, if applicable: 3 your little brother’s absence. The dog stood tall, his incredibly dirty fur really brown against the ocean. I will concede—with several reservations —to your proposal. Use italics for emphasis (sparingly). Capitalization Twenty-one Customers boarded that flight. Acronyms/City Codes Exception: Do not spell out the year when it begins a sentence: Follow the normally accepted rules of capitalization; and use capitalization when External communication: Please define acronyms and city codes on first reference. Who, Whose, Whom, That, Which, or Where referring to tangible and intangibles—persons, groups, entities, and qualities—that 2009 was a difficult year for the airline industry. Internal communication: Depending on the audience, defining acronyms and city codes are related to, refer to, or unique to Southwest Airlines: Maintain the above rules even when numbers nine and under and numbers over ten on first reference may or may not be needed. Use who when referring to people or when we want to know the person. are mixed in a sentence: Culture City codes: A city code should only be used when referring to the airport facilities, The person who answered the phone was very helpful. Customers There were only nine gates and 15 planes. operations, and Employees in a particular city. It shouldn’t be used to refer to the Director city itself. Who ate all the chocolates? Employees Spell out simple fractions and use hyphens: Finance Department Generic Singular Pronouns (He/She vs. They/Their) Use which to refer to a thing or an idea, and to ask about choices. Flight Attendant One-fourth of the pies were eaten by two-thirds of the students in only one Leadership and one-half hours. My car, which is 20 years old, isn’t worth much. Reno Station It is now common place to avoid the use of “his/her” or “he/she” when constructing a Shareholder When writing large numbers of four or more digits, use a comma where the comma sentence. You may opt for gender-neutral pronouns such as “their,” “they,” “them.” Which size would you like, small, medium, or large? Team would appear in the figure format: Vision Previous: A Manager should recognize his/her Employees at the Use that for a thing/idea. Warrior Spirit Southwest operates approximately 3,150 flights a day. holiday luncheon. I’m talking about the boot that I saw yesterday. Normally, directions are lower case and spelled out: east; west; southwest Spell out the word “cents” in lowercase and use numerals for amounts less than a dollar. Current: A Manager should recognize their Employees at the holiday luncheon. Use the $ sign and decimal system for larger amounts: This is the style that I want to use. Exceptions: Or if this make you uncomfortable, you can avoid the issue by rewriting the sentence. ‘12 cents’, ‘$1.01.’ Usually this involves simply making the original noun plural. Whose is a possessive pronoun used to refer to ownership. part of an address: N. School Street specific region: the Northeast; West Texas The simplest way to express large numbers is best: The Employees were recognized at the holiday luncheon by their Manager. Whose dictionary is this? Seasons should never be capitalized If Southwest Airlines were to increase its flight turnaround times by even ten Further vs. Farther There’s the girl whose car was stolen. minutes each, we would have to purchase 47 additional aircraft at a cost of He went to school in the fall $46.5 million each. Further is recommended because it can be used a wider variety of situations. When who is the object, whom, with a preposition, can be used instead. If you have He went to school in the Fall Grammatically speaking, both “farther” and “further” can be correct. “Further” can be trouble trying to figure out whether to use who or whom, try rewording the sentence, The following examples apply when using dates: used both literally and figuratively. Beyond the physical distance, it speaks to a higher replacing who or whom with he or him. order benefit. June 1 is my birthday. If you use he, the correct choice is who; if you use him, then whom is the correct choice. June 1, 1955, is my birthdate. You’ll enjoy a better experience with points that go further. I was born in June 1955. The person to whom you are referring no longer works here. I was born on Wednesday, June 1, 1955. “Farther” only connotes physical distance. In some cases, our points do not always take you farther (than other airlines). So saying our rewards take you farther could be incorrect. Writing Style and Trademark Guide Southwest Airlines Brand Style Guide | 120

Combined City Name Style Guide

Contacts For the latest version of the City Name Treatment document, contact the Market Planning discussion group ([email protected]). Visual Identity Style Guide Southwest Airlines Brand Style Guide | 122

Airport and Inflight Style Guide The Airport Sign Ordering Guide can be found at SWALife> Departments> Corporate Facilities.

Inflight Brand experience INFLIGHT COLLATERAL NAPkiN Inflight I’d be happy to Offerings hold your drink. Drink coupon Yes, we fly there. Beer, Wine, or Liquor 5 countries, 90 destinations, and counting. $ ® 4 Finlandia Vodka & Seagram’s Tonic Water ® Signature Special Made with 100% recycled fiber (May contain incidental [<0.5%] non-recycled fiber) J. Smith 0123456789 Pretzels Exp Dec 31, 2014 Pretzels Just because we like you. Just because we like you. ©2014 The Coca-Cola Company. “SEAGRAM’S” and the SEAGRAM’S Crest design are registered trademarks of LDI (Cayman) Ltd. and used under license by The Coca-Cola Company. Registered trademarks are used with permission. Lightly Salted Honey Roasted Lightly Salted Honey Roasted Peanuts Peanuts Peanuts Pretzels Peanuts Just because we like you. Peanuts are our favorite too. We thought you deserved Peanuts are our favorite too. We thought you deserved a treat. a treat. Lightly Salted Honey Roasted Peanuts Peanuts Peanuts are our favorite too. We thought you deserved a treat. Note: Do not use Sunrise Yellow type on a silver background. Customer Communication Style Guide Southwest Airlines Brand Style Guide | 124

Airport Check-in back wall panel type and symbol specifications Logo artwork file names: Southwest_logo_sign_fullsize.ai Southwest_logo_sign_fullsize.dwg 113.9" 2.05" 18" based on the cap height of the letter “S” 9" 125.36" Logo dimensions Symbol The height of the logo is based on the height of the “S”. Position the Heart Symbol at the bottom part of the “t”. Note: Only use approved artwork for all sign applications. The measurements shown here are based on the cap “S” (18"), not the tallest letter (“h”). Airport Style Guide Southwest Airlines Brand Style Guide | 125

Airport Check-in back wall panel color breakdowns Colored and Tone-on-tone Warrior Stripes The Warrior Stripes must be displayed on a Bold Blue background. 1" thick dimensional letterforms White gloss finish Dimensional Heart Symbol Warrior Stripes Tone-on-tone Warrior Stripes Sunrise Yellow Bold Blue Warm Red Vinyl Wilsonart Laminate C:82 M:68.09 Y:18 K:0 Lapis Blue Summit Silver D417-60 Benjamin Moore Blue Benjamin Moore 2066-10 Starry Night Blue 2067-20 Matthews Paint 20 MP11976 Blue Bike Matthews Paint LRV 7.8 21 MP06175 Nantucket LRV 11.3 Vinyl C:82 M:68.09 Y:18 K:0 Benjamin Moore Southern Belle 819 Matthews Paint 39 MP00973 Diner Door Blue LRV 15.6 Airport Style Guide Southwest Airlines Brand Style Guide | 126

Airport Check-in back wall panel 4' specifications Single logo sign wall panels (30' to 44') ≤44' Warrior Stripes vector artwork C Southwest_Stripes_4ft_color.ai 1' L Southwest_Stripes_4ft_tone.ai 1' Warrior Stripes DWG artwork 18" sign Southwest_Stripes_4ft_color.dwg X (Equal) X (Equal) Southwest_Stripes_4ft_tone.dwg 4' The overall panel height may Fixed placement Variable placement Variable spacing vary based on airport approved On all walls longer than 29', the On walls between 30' and 44' the logo panel size. But the 1' step in from Warrior Stripes has a fixed placement. sign placement is flexible, centered the left edge of the panel must within the available wall surface. remain fixed on all panel sizes. Repeat logo sign wall panels (45' and above) ≥45' 1’ 1' 18" sign 3' 6" X (Equal) 3' 6" X (Equal) 4' The overall panel height may Fixed placement Variable space Fixed placement vary based on airport approved On all walls longer than 45', there Measuring from the baseline of the logo Maintain the fixed space between the Tone-on-tone panel size. But the 1' step in from is a fixed space of 3' 6" between the sign, space each Warrior Stripes and Warrior Stripes and logo sign for all repeats along the the left edge of the panel must Warrior Stripes and the logo sign. associated logo sign evenly along the wall. wall. Only the spacing between the end of the logo remain fixed on all panel sizes. sign and the start of the next Warrior Stripes is variable. Note: Matte vinyl printed stock Airport Style Guide Southwest Airlines Brand Style Guide | 127

Airport Check-in back wall panel 4' 6" specifications Single logo sign wall panels (30' to 44') ≤44' Warrior Stripes vector artwork C Southwest_Stripes_4.5ft_color.ai 1' L Southwest_Stripes_4.5ft_tone.ai 1' Warrior Stripes DWG artwork 18" sign Southwest_Stripes_4.5ft_color.dwg Southwest_Stripes_4.5ft_tone.dwg X (Equal) X (Equal) 4' 6" The overall panel height may Fixed placement Variable placement Variable spacing vary based on airport approved On all walls longer than 29', the On walls between 30' and 44' the logo panel size. But the 1' step in from Warrior Stripes has a fixed placement. sign placement is flexible, centered the left edge of the panel must within the available wall surface. remain fixed on all panel sizes. Repeat logo sign wall panels (45' and above) ≥45' 1' 1' 18" sign 3' 6" X (Equal) 3' 6" X (Equal) 4' 6" The overall panel height may Fixed placement Variable space Fixed placement vary based on airport approved On all walls longer than 45', there Measuring from the baseline of the logo Maintain the fixed space between the Tone-on-tone panel size. But the 1' step in from is a fixed space of 3' 6" between the sign, space each Warrior Stripes and Warrior Stripes and logo sign for all repeats along the the left edge of the panel must Warrior Stripes and the logo sign. associated logo sign evenly along the wall. wall. Only the spacing between the end of the logo sign remain fixed on all panel sizes. and the start of the next Warrior Stripes is variable. Note: Matte vinyl printed stock Airport Style Guide Southwest Airlines Brand Style Guide | 128

Airport Sign and wall panel Warrior Stripes application guide Sign and wall graphic application guide Wall length: Number of Warrior Stripes: Number of logo: 12' Less than 12' 0 graphics 0 logo signs 12' up to 29' 0 graphics 1 logo sign (centered on wall) 30' up to 44' 1 graphic (colored) 1 logo sign (centered on wall) 29' 45' up to 69' 2 graphics (one colored, one tone-on-tone) 2 logo signs (anchored to graphics) 70' up to 99' 3 graphics (one colored, two tone-on-tone) 3 logo signs (anchored to graphics) 100' up to 134' 4 graphics (two colored, two tone-on-tone) 4 logo signs (anchored to graphics) 30' 135' up to 174' 5 graphics (two colored, three tone-on-tone) 5 logo signs (anchored to graphics) Above 175' 6 graphics (two colored, four tone-on-tone) 6 logo signs (anchored to graphics) 44' 45' 69' 70' 99' 100' 134' 135' 174' Above 175' 5 10 15 20 30 35 40 45 55 60 65 70 80 85 90 95 105 110 115 120 130 135 140 145 155 160 165 170 25 50 75 100 125 150 175 0.25" = 1 foot Note: Matte vinyl printed stock Airport Style Guide Southwest Airlines Brand Style Guide | 129

Airport Check-in back wall doorway specifications When the back wall is less than 12' and includes a door, always place the logo on the widest wall width to the left or right of the door. If the left and right wall widths are equal, place the logo to the left of the door. Note: Apply the logo using matte vinyl printed stock. Single logo sign wall with door below 12' C L 9' Door buck 6' Logo is printed using vinyl. Bold Blue Airport Style Guide Southwest Airlines Brand Style Guide | 130

Airport Check-in back wall Option B 18" sign surface mounted non-illuminated 1 Letterforms, surface 2 The dimensional Heart Symbol is X X mounted (non-illuminated) surface mounted (non-illuminated). The return is finished in chrome. 2' White The domed face C channel of the Symbol L 18" 9" protrudes past the letterforms letterforms. 9" 9' average 6' 3" wall height Surface Surface mounted mounted to the to the wall surface wall surface Check-in wall front view Finished in chrome Y X 1" 1" 0.875" 0.5 X 0.125" Letterforms and Heart Symbol relationship 0.5 Y 1 Dimensional letterforms side view 2 Dimensional Symbol side view AirporAirportt S Sttyle yle Guide Guide Southwest Airlines Brand Style Guide | 131

Airport Directional signage overview Warm Red Sunrise Yellow Bold Blue Turquoise Summit Silver Summit Silver Place the logo on the top of signage. Our airport wayfinding takes advantage of our broad color palette to incorporate color coding into the signage system. Place arrows in the same ® • Red indicates “Self Service.” Self Full Fly By Express Self-Tag position on all signs. • Yellow indicates “Full Service.” Service service Priority International Bag Drop Your Bags • Blue indicates “Fly By® Priority” and is also Get a boarding pass Change your flight A-List & A-List Get a boarding pass Boarding pass required Get a boarding pass No checking of bags Special assistance Preferred Members Check your bags Checking bags only Check your bags used for general wayfinding applications. Change your flight Get a boarding pass Business Select® Passport required Change your flight Customers Upgrade to Check your bags Upgrade to • Turquoise indicates “International.” Business Select® Upgrade to Business Select® • White is used for informational panels. Business Select® Place the Southwest logo on the top of signage that appears in high passenger traffic areas in order to help identify the brand. Place the logo on the bottom of signage that appears in low traffic areas, such as the informational panels inside lines. Signs in high passenger traffic areas (freestanding banners) Large freestanding signage provides maximum visibility and helps our customers identify Southwest quickly and easily. Place the logo on the top of signage Use a white background for informational panels. • Keep signage clean and simple. in high passenger traffic areas. For headlines and body copy use Deep Blue. ® • Use the Southwest color palette. Self Full Fly By Express Self-Tag Service Service Priority International Bag Drop Your Bags Note: Avoid placing any messaging in the lower portion of the Get a boarding pass Change your flight A-List & A-List Get a boarding pass Boarding pass required Get a boarding pass No checking of bags Special assistance Preferred Members Check your bags Checking bags only Check your bags banner, where information can be hard to read or blocked. Change your flight Get a boarding pass Business Select® Passport required Change your flight Customers Baggage Upgrade to Check your bags Upgrade to Business Select® Upgrade to Business Select® Allowance Business Select® ® Please proceed Signs not available for order via Ariba. Please contact Self Full Fly By Express Self-Tag Exit to the next Service Service Priority International Bag Drop Your Bags available kiosk. The following rates apply per item per ticketed customer: Procurement for additional information. Enjoy your trip! 1ST & 2ND BAG 3RD+ Get a boarding pass Change your flight A-List & A-List Get a boarding pass Boarding pass required Get a boarding pass $ Special assistance Preferred Members Free 75 No checking of bags Unaccompanied Minors, pets, Check your bags Checking bags only Check your bags Up to 50 lbs per piece per piece ® Oversized charges: 63"–80"—$75 per piece. paper tickets, escort pass, etc. Business Select Change your flight Passport required Change your flight Overweight charges: 51–100 lbs—$75 per piece. Get a boarding pass Customers Bags over 80" and bags over 100 lbs cannot be checked as baggage. Upgrade to Check your bags Upgrade to ® ® ® Business Select Upgrade to Business Select Business Select Signs in high passenger traffic areas (14" x 22" retrofit proportion) Signs in low passenger traffic areas (inside queuing lanes) Place the logo on the bottom Use Deep Blue for the of signage in low passenger placement of body copy. traffic areas. Self-Service Get a boarding pass | No checking of bags | Change your flight | Upgrade your flight Pole topper Airport Style Guide Southwest Airlines Brand Style Guide | 132

Airport Check-in back wall and directional signage (mega) Airport Style Guide Southwest Airlines Brand Style Guide | 133

Airport Check-in back wall and directional signage (40' check-in wall) Airport Style Guide Southwest Airlines Brand Style Guide | 134

Airport Check-in back wall and directional signage (40' check-in wall) Airport Style Guide Southwest Airlines Brand Style Guide | 135

GATE 8 GATE 8 FLIGHT TIME FLIGHT TIME 38 4:50 38 4:50 Airport ON TIME ON TIME Gate Information Display System (GIDS) Phoenix Phoenix Continuing service to Las Vegas and Boise Continuing service to Las Vegas and Boise Use Sunrise Yellow to highlight important labels. GBD On signage, we carefully combine color and type so that all critical passenger information looks professional and is easy to read. Use this style consistently across channels. 4X GATE 11 GATE 12 Make sure information display screens: • Use a consistent type style and weight X FLIGHT TIME FLIGHT TIME Titles must appear in Southwest Sans • Present a clear hierarchy of information Medium and all caps. 4X 38 4:50 34 5:50 When distinguishing between labels and content, minimize changes in type size and color. 2X St. Louis St. Louis Destination is in Southwest Sans Note: Arial Bold must be used in place of Southwest Sans X Check-in available 1hr before departure Check-in available 1hr before departure Medium, sentence case. for any dynamically generated content. Static display Center the logo. When space is limited, the 3X size may be used for the gate number. Whenever there is enough space, use the 4X size as illustrated above. GIDS and BIDS 3X GATE 8 GATE 8 X FLIGHT TIME FLIGHT TIME 4X 38 4:50 38 4:50 Follow the placement guidelines on page 11. X ON TIME ON TIME 2X Phoenix Phoenix X Continuing service to Las Vegas and Boise Continuing service to Las Vegas and Boise Digital display Digital display—System font Dynamic content must appear in Arial Bold. Airport Style Guide GATE 11 GATE 12 Southwest Airlines Brand Style Guide | 136 FLIGHT TIME FLIGHT TIME 38 4:50 34 5:50 St. Louis St. Louis Check-in available 1hr before departure Check-in available 1hr before departure

Airport Specialty logos and general signage Center the logo. Core lines of business signage General signage X X X For general signage, use Southwest Sans Medium in sentence case. X X 0.5 X X Airport Style Guide Southwest Airlines Brand Style Guide | 137

Airport Flight Information Display System (FIDS) The Southwest logo must appear on a Bold Blue background for maximum visibility. When airport restrictions prevent the use of a Bold Blue background, place the logo on a solid white or light-gray background. The reversed Southwest logo stands out from other airline flight information. Full-color reversed logo on a Bold Blue background Full-color logo on a white or light-gray background Airport Style Guide Southwest Airlines Brand Style Guide | 138

Airport Ground Service Equipment (GSE) On Ground Support Equipment, use the logo without the Heart. These items are intended to delight our Customers with relatable personality lines, but are not directly branded because the equipment experiences significant wear and tear over time. The only stickers, decals, or logos that will be authorized on Ground Service Equipment authorized to operate on Airport or Company property will be those that have been approved by Brand Identity or are legally required by the vehicle manufacturer. This includes vehicles such as golf carts, ATVs, etc. All specialty GSE or other equipment paint jobs must be vetted through Brand Identity. or f e ar e c W . bags our y bags. our y or f e ar e c W Reflective decal Reflective decal Note: These images are for illustrative purposes only. Airport Style Guide Southwest Airlines Brand Style Guide | 139

Video Style Guide

Broadcast Aspect Ratios HDTV Specs 1920 px x 1080 px Action Safe Title Safe NTSC DV 4:3 specs 720 px x 480 px Center cut extraction Action Safe Basically, this happens when TV stations crop 16:9 to fit 4:3. So we need to be aware of how this will affect titles, supers, logos, and picture as to avoid these Title Safe vital elements from getting cut off. Supers should not fall beyond these lines. Video Style Guide Southwest Airlines Brand Style Guide | 141

Broadcast Logo card Note from scan: Ask Prod Team on remainder of section The Southwest.com logo will be the only logo used for broadcast. Most videos should end with our clap, clap, ding mnemonic, however creators should use their best judgement when producing videos of a sensitive nature. The Southwest.com logo size will be determined by the center cut title safe line and the center of the screen. This guide should also be applied to any camera cards and on-screen supers. The logo and gradient glow should never be centered. Video Style Guide Southwest Airlines Brand Style Guide | 142

Broadcast Logo card with free messaging scroll Only use when we have spots on these three topics. Start with the topic that the spot is focused on. So if it’s a live tv spot, the first super would be live tv. Placement of the supers on the left should not go beyond the center cut title safe line. Note the Southwest.com logo follows the same rule, however, favoring right. Animation: The words over the “$0” scroll up and stack. Then the logo supers on. Video Style Guide Southwest Airlines Brand Style Guide | 143

Broadcast New city/new service scroll Type here is 86 pt and favors left. Animation: New cities scroll up. Video Style Guide Southwest Airlines Brand Style Guide | 144

Broadcast New city/new service + price point Video Style Guide Southwest Airlines Brand Style Guide | 145

Broadcast New city/new service + price point Type size here is 113 pt over 120 pt leading. Note baselines match from one super to the next. This new city/new service + price point is supered over picture. It’s important to consider that the picture we super over is clean with plenty of negative space. Type specifications are exactly the same as the previous page. Opacity of white type should be at 100% with a drop shadow at 75–80%. Too busy for a super to read properly. Video Style Guide Southwest Airlines Brand Style Guide | 146

Broadcast Sale + price point Sale + price point on a silver card favors right. Sale + price point on a silver card favors right in Spanish. Video Style Guide Southwest Airlines Brand Style Guide | 147

Broadcast Sale + price point Sale + price point over picture favors right. It’s important to consider that the picture we super over Example of negative space placement favoriting use of left side of frame. is clean with plenty of negative space. Video Style Guide Southwest Airlines Brand Style Guide | 148

Casting

Casting Let’s make casting critical. Advertising Style Guide Southwest Airlines Brand Style Guide | 150

Casting A great idea can’t recover from bad casting. When casting, we need amazing actors. Not just good-looking ones, but ones with enormous skill, subtlety, and depth. We need actors who are up to the task of re-creating life moments in a natural and vulnerable way. They must have an energy and boldness about them—a presence on the screen. Like Southwest, they are confident and approachable. Similarly, when casting Employees, these same dynamic attributes must come through. As always, Employees should be interesting and charismatic. There should be a positive energy about them. An obvious honesty. Truth moves people. And a real, honest approach is not only a more modern depiction of life, but it’s the key to evoking an emotional response. Aspirational Relatable Genuine Approachable Soulful Charismatic Advertising Style Guide Southwest Airlines Brand Style Guide | 151

Styling and Wardrobe

Styling and Wardrobe Men Styling Too slick Clothes should feel right for the person with an eye toward crisp, modern lines defined by a contemporary fit that’s appropriate for the season. Nothing too trendy or high fashion. Also, nothing too shabby, dirty, or torn. Too preppy Modern Business Nothing too slick or formal. Three-piece suits are too stuffy for us. Advertising Style Guide Southwest Airlines Brand Style Guide | 153

Styling and Wardrobe Women Too slick Styling Modern Business At Southwest, we’re fashion forward but not trendy. We have Even in business, women should remain an updated classic sense about our wardrobe. Clothes should feminine, smart, and aspirational with their feel right for the person and bring out their own sense of style. own sense of style. Approachably fashionable, fresh, forward, tailored— not high fashion, not Chanel. Too classic Advertising Style Guide Southwest Airlines Brand Style Guide | 154

Contacts For information and inquiries regarding the use and guidelines established in this guide please contact the Brand Identity Team at [email protected] or the Visual Communication Team at [email protected] Visual Identity Style Guide Southwest Airlines Brand Style Guide | 155

Southwest Airlines Co. 2702 Love Field Drive Dallas, TX 75235 Southwest.com ©2015. All Rights Reserved. Visual Identity Style Guide Southwest Airlines Brand Style Guide | 156

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