#Southwest airlines logo update#

And while adding a heart to much of anything might seem hackneyed, Abbot more than begs to differ. Until then, Southwest had utilized two separate logos: the “Winged Heart” and the “Take-Off” logo (a plane in flight over the name, ‘Southwest.’) The Lippincott drilled down deep into Southwest’s core competencies to bring further weight to their choice of a heart logo. “We stated from day one that the symbol for Southwest was the heart.” That’s Rodney Abbot, senior partner of design at Lippincott, who spoke with us about how he and his team met the design challenge. “A vibrant experience is what customer’s expect from Southwest,” says Rodney Abbot, senior partner of design.

Lippincott’s visual identity system is evident throughout Southwest’s various collaterals, in-flight utility items, and digital experience. “From our first design criteria presentation we made a very clear statement to our core team and then to senior management, that the issue for Southwest was one of uncovering the true Southwest, not about creating a new Southwest.”

#Southwest airlines logo update#

When global design firm Lippincott was called on to update the brand assets and identity system, it quite literally, cut to the heart of the matter. Virgin Airlines has managed to make a considerable impact on travelers with its cheeky advertising and sexy cabin lighting schemes.īut for far longer than Virgin, it’s Southwest Airlines which has consistently earned high marks for best in class service at a competitive price.

There is plenty to commiserate about the current state of affairs with commercial airline travel and few carriers have been able to cut through the noise of dissent and realistically maintain their profit margins without compromising quality. True Colors: Why Southwest’s New Look is Full of Heart