Southwest Airlines is arguably the largest low-cost carrier in the world. Established in 1967 and based in Dallas, Texas, the airline connects destinations in the United States and even beyond. The rich history of the airline is reflected in the evolution of its iconic logo. It also captures the essence of the values and brand identity of the company. The article delves into the evolution of the Southwest Airlines’ logo over the years.
The Genesis of the Southwest Airlines Logo (1967–1971)
The original logo of Southwest Airlines comprised a badge of three diagonal bands of orange, red, and orange. A white horizontal banner with the wordmark “SOUTHWEST” in black intersected the diagonal bands in the middle. It was written in a traditional sans-serif typeface, and each letter of the wordmark displayed clean contours.
(1971-1983)
The 1971 logo iteration featured the brand name and a love sign in red beneath the fag end of the brand name. Interestingly, the brand name was displayed in the shape of an aircraft, with the words “SOUTHWEST” in red placed horizontally and “AIRLINES” in orange placed at an incline.
(1971-1998)
The 1971 logo featured a fancy gold and blue badge with a circular design and two stylised elongated wings spread to the sides. At the centre of the circle was a red, contoured heart to symbolise the love and attention of the company for its customers. The “Southwest Airlines” wordmark in all capitals was written in blue sans-serif around the gold circular perimeter of the badge.
(1983-1989)
In 1983, the logo variant featured a horizontal orange banner with the brand name mentioned in capitals and white italics. And the letter “A” of the airline was made of three inclined coloured bands with a white outline. The tagline “Love that Spirit!” written in white cursive appeared in a small size beneath the word “AIRLINES.”
(1998-2014)
The 1998 redesign introduced a new logo that featured a blue and red plane drawn above a wordmark rendered in a simple yet bold black sans-serif typeface in all capitals. The thick, strong lines of the wordmark evoked a sense of protection and stability. At the same time, the colourful plane represented passion, care, and reliability.
(2014-Present)
In 2014, Southwest Airlines underwent a significant rebranding exercise. It introduced a sleek new logo that dramatically changed the visual identity of the company. The logo features a blue wordmark “Southwest” in title case, placed to the left of an image of a delicate heart composed of three diagonal lines in blue, red, and yellow. The modern sans-serif typeface with smooth lines, rounded angles, and straight cuts of the wordmark conveys a sense of sophistication and innovation.
The Meaning Behind the Southwest Logo
The heart featured on the Southwest Airlines logo represents the company’s love and care for its customers, while the colour palette reflects the beauty of the sky at different times of the day. The three diagonal bands or stripes on the heart symbolise the three shades the sky takes on at dawn, during sunset, and at night.
The Elements of the Southwest Airlines Logo
Font and Colour
The typeface used in the Southwest Airlines logo is a custom font called Southwest Sans, which was developed in collaboration with Lippincott and Monotype. Designers Dan Ratigan and Jim Ford were instrumental in its creation. These design firms also established the brand’s colour scheme, which consists of sky blue, yellow, and red. In earlier versions, orange was also part of the palette.
Finally
The evolution of the Southwest Airlines logo has reflected the growth and success of the company. The company grew from a regional carrier to a major player in the aviation industry. The enduring heart symbol and bold colour palette of the logo have become synonymous with the brand’s values of love, care, and innovation. These make the Southwest Airlines logo one of the most recognisable and beloved logos in the airline industry.