The task, was to take everything Customers and Employees love about Southwest and turn it into a one-of-a-kind brand visualization.Įven as the identity evolved, the livery remained the same-with the bold brand colors reminding the world that Southwest isn’t like other airlines, and the Heart symbol on the belly of the plane conveying it as the airline with Heart and Hospitality. Southwest assembled a creative task force to tap more than 40 years of the Company’s history in an epic evolution of its visual identity. No longer the underdog of the 1970s, Southwest was ready for a brand identity that better reflected its status as an industry trailblazer and trendsetter. It also successfully integrated AirTran Airways into its operations. With the Wright Amendment finally repealed, Southwest expanded into big-time markets like New York and Washington, D.C., and added international destinations, as well. The next evolution of the Southwest logo came in 2014-a big year for the airline on all counts. It appeared frequently in Southwest advertising and was featured in early iterations of the Southwest website. The Company had built its following around a brand promise that gave people the “freedom to fly,” so using imagery that reflected that sense of freedom was a natural extension of the brand. While it was never an official logo, the “takeoff image” became an important visual component of Southwest marketing in the 1990s and early 2000s.
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