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A New Look, 
The Same Heart

Southwest launched a low-fare revolution 43 years ago that is still alive and well today. Ignited by a Maverick Spirit and a passion for serving others, we set out to do things differently than the other guys. Today, the world is a much different place than it was back in 1971. Our industry landscape is hardly recognizable, and our Customers’ travel habits have evolved.     

Southwest has evolved, too. We’ve been hard at work over the past decade transforming Southwest to be just as relevant and successful for the next four decades. We enhanced our cabin interiors, installing WiFi and offering free live TV onboard (thanks to DISH!). With the Boeing 737-800 series aircraft, we’re bringing on larger airplanes that are better suited for longer flights. We expanded in big markets like New York City and Washington, D.C., and revamped our Rapid Rewards Frequent Flyer program. We acquired AirTran Airways, and we’re in the final stages of integrating our two airlines to become one by the end of this year. The AirTran integration set the stage for Southwest to launch international service for the first time in our history, which we did in July. And next month, a federal law (the Wright Amendment) restricting where we can fly domestically from our home airport of Dallas Love Field will be lifted, giving us the Freedom to serve more nonstop markets from our hometown.     

With all these exciting changes happening, we thought it was time for a new visual expression of our brand—one that marries our past to our present and sets the course for where we’re headed in the future. So this month, we’re introducing a modern, new look. You’ll see it throughout your experience with us, including within the pages of this magazine. Our new logo showcases a heart—fitting for a Company whose very core has always been fueled by the heartbeat of its People. Our collective heartbeat is stronger and healthier than ever, and that’s because of the warmth, the compassion, and the smiles of our People. This heart symbolizes our commitment to you that we’ll remain true to our core values as we set our sights on the future.     

What started as a revolution has undergone an evolution. But we haven’t changed what we stand for: low fares, a convenient flight schedule, and the friendliest Employees in the world. Our Purpose is to connect you, our valued Customer, to the moments that are most important in your life, through friendly, reliable, and low-cost air travel. That was true in 1971, and it’s just as true today. So, while our look may be new, our DNA is the same—with the big heart and big smile you have come to LUV. Thanks for coming along for the ride! 

 

Gary Kelly

Chairman, President, and CEO

Southwest Airlines

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