While the new logo was revealed in late 2014, the Southwest Airlines rebrand by Lippincott continues to take shape as images of promotional materials hit the Internet. The vibrant rebranding effort features a heart-shaped logo and a colorful red, purple and yellow palate, as exemplified in the new images of plane tickets and in-flight snacks.
Lippincott enlisted the help of Monotype Studio to create a proprietary typeface that suited the brand's new vision, aptly titled Southwest Sans.
The Southwest Airlines rebrand is one of several airlines attempting to cultivate a strong and positive brand image that counteracts the negative stereotype associated with economy air travel. With amped up security measures that have redefined the air travel experience in the last decade, many airlines are looking to cultivate emotionally intelligent campaigns that connect with consumers in a human way.