The task was given to distill more than 40 years of rich history into one modern, impactful look, representing the exciting future of a one-of-a-kind airline. To bring this all to life, Southwest collaborated with advertising and branding partners GSD&M, Lippincott, VML, Razorfish and Camelot Communications-each an expert in their own field. In addition, the airline will introduce a refresh to its signature "DING!" mnemonic. The announcement of Southwest Airlines' modern new look introduces a striking new livery design, new iconic Southwest logo, newly designed inflight materials and magazine, an advertising campaign that celebrates the airline's unique personality, and a revamped experience both online and at its airport locations, all of which showcase the unique spirit and Heart of the brand, and communicate its focus on Customer care. "With all these exciting changes happening, we thought it was time for a new visual expression of our brand-one that marries our past to our present and sets the course for where we're headed in the future," Kelly said. Southwest continues to evolve, serving more than 90 destinations, and expanding its footprint in big markets like New York City and Washington, D.C. It's a big year for Southwest, as the airline introduces its legendary brand to international destinations the repeal of the Wright Amendment is within sight and the integration of AirTran Airways operations is on track to be completed later this year. "The Heart emblazoned on our aircraft, and within our new look, symbolizes our commitment that we'll remain true to our core values as we set our sights on the future." "Our collective heartbeat is stronger and healthier than ever, and that's because of the warmth, the compassion, and the smiles of our People," said Gary Kelly, Southwest Airlines Chairman, President, and Chief Executive Officer.
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