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