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