Customer & Employee merchandising Overivew Note: See the Visual Elements chapter for examples of how With single-color logo When selecting the best promotion items consider the following criteria. not to use the logo and Heart Symbol. 1. Is this a visible surface? 2. Is this a quality material or medium? All merchandise, promotional items and giveaways shown in 3. Does this item enhance the Southwest brand to Customers and Employees? these guidelines are illustrative examples only. All items must 4. Is this a positive use of our brand? be ordered through Southwest’s approved vendors. Great Placements: Images and application examples throughout this document High-quality tumbers are only for illustrative and guidance purposes, and they are Premium pens and notebooks not available for general use. Any imagery rights must be With reversed out full-color logo acquired on a case-by-case basis. Not so great placements: • Anything that alienates our Customers or Employees— things that promote a negative lifestyle • Items that may become soiled or dirty often/easily Customer Communication Style Guide Southwest Airlines Brand Style Guide | 91