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