Southwest Airlines on Monday unveiled a new logo amid a brand overhaul that includes a new look for its aircraft. The new “Heart” paint scheme will be the carrier’s first new livery since it introduced its current “Canyon Blue” look in 2001.
The new logo and look aren’t only for Southwest’s fleet of Boeing 737s. The carrier also rolled out a new-look website Monday morning, and says the new branding will go up at its airports nationwide. Rapid Rewards cards and in-flight snacks also received the new treatment.
The branding overhaul comes amid a year of change for Southwest. The airline is close to wrapping up its merger with AirTran, which Southwest acquired in 2011. The final AirTran flight will take place in December, and Southwest will then need to finish repainting the remaining AirTran 737s that it plans to absorb into its fleet.
“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.”
— Southwest CEO Gary Kelly