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