![]() Monotype’s Dan Rhatigan and Jim Ford designed Southwest Sans, an easy-reading face that is nevertheless a tonal shift from the ultra-neutral Helvetica face that Southwest had been using. The new icon was accompanied by a revamped typeface. The first stage was to replace its two separate logos: the “Winged Heart” and the “Take-Off” symbol (a plane in flight over their name) Their updates, Lippincott said, aimed for a modern look that also demonstrated that “despite its fun-loving personality, Southwest Airlines is a really buttoned-up operation.” Southwest wanted to capitalize on its reputation for humanity and customer loyalty while also making a new, visual bid to attract customers. According to Rodney Abbot, a senior partner at Lippincott (the storied agency that directed the change), the makeover was about “uncovering the true Southwest, not about creating a new Southwest.” As the craft of branding evolves and expands across all businesses, it's a textbook example of how companies express their values through design. The new logo and font, unveiled last September, were commissioned as part of the airline's “ brand refresh,” a redesign aimed at updating the company’s look without changing its overall tenets. ![]() Southwest Airlines recently got a brand new heart-and a custom typeface to match.
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