Everything began with the heart. This symbol is core to the Southwest identity and sets the tone for the brand. The new Southwest logotype was then drawn to complement the heart symbol. Finally the characteristics of the logotype drove the overall look of Southwest Sans. Directional change is reflected by a simple sharp point, the line gently arcs into a full round curve (Ex: B). Stems lend structure to some letterforms that help the eyes scan across lines of copy (Ex: m, p, r). Large full circles feel friendly and youthful (Ex: “, j, ., ‘). Along the baseline blunted spurs and accentuated bowls enhance the playful character of the letterforms (Ex: a, d, b, u). Geometric proportions with minimal contrast between thicks and thins gives the typeface a modern and approachable look (Ex: c, e, o, q)

Southwest Sans is now featured on everything from Southwest’s livery, airport signage and website to their peanut packaging, drink coupons, and cocktail napkins. Southwest Sans embodies the brand voice of Southwest in point sizes both minuscule and massive because every word counts. “Our bold new look displays the heart of our employees and our brand promise to our customers,” said Kevin Krone, Southwest Airlines Chief Marketing Officer. “Working in partnership with Lippincott and the agency on the custom typeface allowed us the ability to form every character in a way that conveyed our unique personality, voice and visual identity.” Turns out, the company is the financial world’s top pick; profitable for 41 years in a row and recently named airline of the year and top investment pick of 2014. Southwest was built on the idea that people come first; now they’re showing the world that a little heart goes a long way. More than ever, travelers know they’re flying with people who care—no matter where they sit.