Southwest Airlines' logo symbolizes the company's core values of customer care and connection to the sky. The heart shape in the logo represents the airline's dedication to its customers, symbolizing love and care. The three diagonal stripes within the heart represent different times of the day: dawn, sunset, and night, evoking the beauty of the sky at various points throughout the day.

Logo History

1967 – 1971: First Logo The original logo featured three diagonal stripes in orange, red, and yellow, with a white banner crossing the stripes. The company name, "Southwest," was written in black sans-serif font along the banner. The design was bold and colorful, reflecting the spirit of the brand's early days.

1971 – 1998: Circular Badge In 1971, the logo was updated to include a gold and blue circular badge. Inside the circle, stylized wings spread to the sides, with a red heart symbolizing the airline's commitment to its customers. The "Southwest Airlines" name was placed in blue sans-serif letters around the circle.

1998 – 2014: Plane and Bold Text The 1998 logo featured a colorful plane above bold black sans-serif lettering. The design was clean and strong, emphasizing stability and protection, while the vibrant plane symbolized the airline's passion and reliability.

2014 – Present: Modern Heart Design The current logo, introduced in 2014, uses sleek blue lettering in a modern sans-serif font alongside a refined heart design composed of three diagonal lines in blue, red, and yellow. The font was customized as "Southwest Sans," created by Monotype in collaboration with Lippincott.

Colors

• Blue: Represents the sky and the airline's connection to air travel.
• Red: Symbolizes passion and energy.
• Gold: Represents the warmth and reliability of the airline.

The logo's color palette of blue, red, and gold reflects Southwest's long-standing identity and commitment to customer satisfaction.