Our Customer Promise Brand platform and pillars Our Brand Human Bold Modern Innovative Provocative Humor Energetic Smart People First At Southwest, we do things a little differently. Here, every Customer and Employee is seen as a valued individual. Our genuine people, distinctive service and flexible practices create a travel experience that’s more enjoyable, more cost-effective, and just for you. What makes us different? We are innovators, always finding We are built to give you “the freedom to Our people-centered culture empowers smart ways to keep our performance travel your own way, providing comfort our Employees to address the unique reliable and fares low. and hassle-free flexibility with no fees. needs of each Customer. The Philosophy Southwest Airlines Brand Style Guide | 8