Southwest Airlines Hopes Consumers “Heart” Its New Look

Southwest unveiled a new logo and aircraft livery on Monday.

Southwest unveiled a new logo and aircraft livery on Monday.

Over the past few years, Southwest Airlines has undergone quite a corporate metamorphosis: completing the purchase of AirTran and beginning operation of its first international flights. But no transformation is complete without the big makeover reveal scene (at least that’s the formula in every teenage chick-flick I ever saw). Southwest’s time on the runway came today as the company debuted a new look.

Southwest announced Monday that its aircraft, website and airport ticket counters, gates and more will soon feature a modern heart logo design.

Perhaps the biggest change for the airline’s identity comes on its planes. The once red bellies will be replaced with a simple heart, while the side of the plan will be splashed with the giant Southwest name.

While the airline’s main colors remain blue, red, yellow and silver, officials say they have undergone a bit of brightening and are now called “Bold Blue, Warm Red, Sunrise Yellow and Summit Silver.” (Although we can’t exactly see the difference.)


Officials say the heart paint scheme “puts the airline’s heart on display,” by showcasing the strength of the company’s employees on its aircraft, website and airports nationwide. Think that’s cheesy? It gets worse.

“Our collective heartbeat is stronger and healthier than ever, and that’s because of the warmth, the compassion, and the smiles of our People,” Gary Kelly, Southwest Airlines CEO, says in a news release. “The Heart emblazoned on our aircraft, and within our new look, symbolizes our commitment that we’ll remain true to our core values as we set our sights on the future.”

The new look won’t just appear over night. Instead, consumers might not even notice the difference, as the airline plans to phase in the new look. Aircraft will receive the new livery within its existing repainting schedule and airport conversions will be built into ongoing and upcoming improvement projects.

Southwest Airlines Unveils Its New Look, Same Heart [Southwest Airlines]

Want more consumer news? Visit our parent organization, Consumer Reports, for the latest on scams, recalls, and other consumer issues.