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