Southwest Unveils Bold, New Colorful Look

It was meant to be a surprise but photos of Southwest’s new look leaked over the weekend. Nevertheless, the press corps was out in force at Dallas’ Love Field – longtime home of Southwest – for the big reveal.

Here’s a video showing the new look and the work that goes into a single airplane livery (and keep reading for the “luv” that goes into this).

VIDEO: Painting the plane.

Big and Bold as a Beach Ball

The bold primary colors moved one observer to comment that it looked like a giant beach ball (we’d love to hear what you think) but Southwest executives suggested the most meaningful part of it was the little, multi-colored heart placed by the passenger door.

Why the Change? Luv, Actually

As Southwest CEO Gary Kelly put it:

  • “Southwest Airlines is built on love, built by our people, built for our people. Love is true and love comes from the heart.” —Dallas Morning News, 9-8-14

If you think the love stuff is new, think again. Southwest’s symbol on the New York Stock Exchange is LUV and the carrier has long used heart-shaped swizzle sticks in passenger beverages.

What is new is any kind of change at Southwest (some are still agog over the carrier’s merger with AirTran). As for today’s brand new livery, it is only the third for the  airline that first took flight 43 years ago.

Photo: Stephen M. Keller

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Published: September 8, 2014