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Illustration Illustrations should always be Illustrations are intended for Social, Culture, and Marketing Communication purposes. Modern Illustrations must NOT be used for non system-wide events like deck parties, birthdays, meetings, etc. Simple All illustration concepts must be routed through Clean [email protected] and Brand Identity for review and approval. Stylized Appealing Too forced Dynamic Happy* Natural* Personable* Note: The illustrated aircraft can be portrayed either on the ground or in the air. Charismatic* This separates the style from photography. Focal point* In air, tires should be removed. Angle of plane should always be upright or parallel. Full color* Sky should not compete with the focus of the plane. The colors of the plane should standout from the sky and be the main focus of the composition. Relatable* Concept: The main focus should be on the item we are promoting (experience, product, etc.). That item will be the only element of the composition that retains our signature pop of color. Pretzels Pops of color must be selected from our SWA color palette only (excluding people). In instances where there are people in the background, they should be desaturated or greyscale depending on the overall color of the composition. * Human characteristics Illustration Style Guide Southwest Airlines Brand Style Guide | 41

Southwest Airlines Brand Book - Page 41 Southwest Airlines Brand Book Page 40 Page 42

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