Graphic elements Brand bar overview Brand bar Short brand bar The brand bar is a branding element that anchors the advertising to the Southwest brand. Like the logo, it is a required element on all external advertising communications. Silver brand bar Selecting the correct band bar Two distinct versions of the brand bar exist. The brand bar, with the blue background, should be used in combination with the silver gradient, while the silver brand bar should be used with text compositions accompanying red, yellow, or blue backgrounds. When combining imagery and text, the blue version of the brand Brand bar size bar must be used to divide the photography and silver gradient. All airline employees have attitudes. Ours just Get going with new have the good kind. ® There’s something unique that comes with every Southwest ticket you buy: service to San Diego. In text only solutions the brand bar can be placed at the top or respect. Because we don’t fly seats. We fly eope. Which means smies instead o rowns. Winks instead o eye ros. nd flights you—and we—actuay enoy. bottom of the image. Nonstop service starts June 8 100% 100% The brand bar must always be anchored to at least two sides to 38% the bleed of the document. Note: If the placement of a design would put the brand bar on or near the floor, anchor the brand bar to the top The brand bar height should always be equal to the hear of the Southwest logo. of the document. For more about the Southwest see the Print Tips chapter. When a web banner is a full image with text overlay, the bar is Actual size shown here. placed at the bottom of the banner. Vertical brand bar Do not flip the vertical brand bar. The yellow, red and silver Selecting the correct band bar stripes should be toward the top of the image. Also the brand The vertical brand bar is used to separate photography from the bar should be used to divide photography from copy and silver gradient. It cannot be used in text only compositions or cannot be featured along the left or right of the document along the left or right bleed. The red yellow and silver stripes should be oriented to the top of the image. You had me at Get going with new service to San Diego. no change fees. We love a good celebración. Do not use the vertical brand bar It’s National Hispanic Heritage Month, and we think a big celebration is in order. We hope you’ll join us in honoring and appreciating this important month. We’ll worry about getting the confetti out of the carpet later. in designs featuring only text. Fare difference may apply. The Visual Elements Southwest Airlines Brand Style Guide | 37