Print Color Information: Brand & Product Ads Primary Color Palette Secondary Color Palette Primary & secondary color palette The secondary color palette is meant to complement the primary colors and provide a silvery canvas for the words and images while setting off the logo. ® ® ® White ® ® ® Black Metalic Heart Silver Pantone 2126 C Pantone 2035 C Pantone 7549 C Pantone 5455 C Pantone 5415 C Pantone 5415 C General printing General printing General printing General printing General printing General printing General printing C:100 M:82 Y:0 K:0 C:2 M:100 Y:100 K:4 C:0 M:28 Y:100 K:0 C:24 M:12 Y:11 K:0 C:68 M:43 Y:30 K:4 C:68 M:43 Y:30 K:4 C:3 M:3 Y:3 K:6 Gradient Mix Headline & Body Copy Disclaimer type mix at 65% opacity Newspaper color palette Newspaper Gradient Newspaper Type Newspaper Disclaimer General printing (Headlines & Body) Type Color C:15 M:5 Y:0 K:10 General printing General printing C:68 M:50 Y:30 K:0 C:0 M:0 Y:0 K:70 Gradient Information Backgrounds: PMS 5455 Radial Gradations 50-55% over white. Available in PANTONE Plus Series Set gradient ramp location to 87%. Print Tips Southwest Airlines Brand Style Guide | 63