Above: a new look for Southwest Airlines

By the Caribbean Journal staff

Southwest Airlines, which has recently launched its first-ever flights to the Caribbean, now has a new look.

The company announced this week that it had rebranded with new imagery and a new logo featuring a tri-colour heart.

“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, chairman, president and CEO of Southwest Airlines. “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.”

The rebranding will include new appearances for the company’s aircraft fleet.

“The job wasn’t to change who we are,” said Kevin Krone, Southwest’s Vice President and Chief Marketing Officer. “We already know who we are. The job was to keep the elements of Southwest that our Employees and Customers love, and to make them a bold, modern expression of our future.”

Southwest said it collaborated with branding partners including GSD&M, Lippincott, VML, Razorfish and Camelot Communications on the rebranding.