Southwest Airlines is the largest American air carrier, founded in the spring of 1967. Its founders are Herbert Kelleher and Rollin King. They originally named the firm Air Southwest Co. It received its current name only in 1971 when it acquired a domestic aviation company’s status and began operating flights in Texas. Now she has 103 regular destinations and about 4 thousand flights a day. The headquarters of the organization is located in Dallas (USA).
Meaning and History
What is Southwest Airlines?
It is a low-cost airline from the United States. According to world statistics, in terms of the number of passengers transported, it ranks second among all airlines and first among low-cost airlines.
Immediately after the opening, rival carriers tried to block Southwest Airlines from launching and sued. But after the litigation ended, the firm established itself in the market and is now the largest low-cost airline with 737 air carriers. In 1971, after the settlement of claims, she began operating flights to only two cities.
Starting in 1975, the company expanded the list of available points in Texas, and in 1979 began flying around the country. Since the 1990s, it has completely covered the south-east direction of the international level. Southwest Airlines got its visual identity trademark as soon as it announced itself. In total, there are four logos in its history.
1967 – 1971
The opening emblem consists of three wide lines that are diagonal and slanted to the left. The stripes are painted in different colors (yellow, red, orange) and have a horizontal black inscription in the middle – “Southwest.” The letters are smooth, chopped, wide, and in upper case.
1971 – 1998
In 1971, a radically different logo was approved – in the form of a winged heart. The thin feathers to the centerpiece’s right and left are taken from the so-called aviator badge, which always features winged elements. They denote aviation affiliation. Between eight feathers (four on each side) in the middle is a heart with a wide red border. The background is a blue ring with a gold outline with the words “Southwest Airlines” at the top and bottom.
1998 – 2014
The company’s management switched to more specific aviation symbols and opted for an airplane emblem. It is depicted realistically and is located slightly from the side. The first years it was Desert Gold, and then Canyon Blue appeared. The plane taking off into the sky has a red bottom and a blue top, separated by a thin yellow stripe. The second half of the logo is the name. It is black, grotesque, with letters of medium thickness.
2014 – present
At the beginning of autumn 2014, the management made changes to the brand name, overhauling it. The designers brought back the heart and made it striped – consisting of three yellow-red-blue lines of different lengths. On the left-hand side, they placed the carrier’s name, writing the phrase “Southwest Airlines” in large blue. That is, the emphasis has now shifted from graphics to text.
Font and Color of the Emblem
From the very beginning, it is dominated by the aviation theme: runways, wings, aircraft. The title is also required (short or full). Depending on the tasks pursued, it was written in small or large letters. The heart appeared as a sign that the air carrier puts the person with his heartfelt affections and feelings. But the background has always been the same – absolutely white space.
Southwest Airlines’ logos feature a custom typeface designed by the company in collaboration with Lippincott and Monotype. It is called Southwest Sans and was proposed by designers Dan Rhatigan and Jim Ford. The color palette is also thought out by these studios and consists of sky blue, yellow, and red. Previously, orange was also included in the palette.