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1971–1983
Original wordmark
Southwest Airlines launched in 1971 with a bold, all-caps wordmark in red set at an angle, paired with a simple contoured heart. The stacked diagonal layout reflected the scrappy energy of a regional Texas upstart entering a regulated market.

1983–1989
Desert colors
A revised mark introduced warmer tones and a more refined typographic treatment, aligning the logo with the airline's expanding route network beyond Texas. The heart motif remained but the overall palette shifted to reflect the desert Southwest palette already used on the fleet livery.

1989–2001
Jet illustration
Use the Logo API to embed the Southwest Airlines logo and millions of others directly in your app or website. Get a free API key to get started.
<img src="https://img.logo.dev/southwest.com?token=YOUR_API_TOKEN" alt="southwest.com logo" />The 1989 identity introduced a detailed illustration of an aircraft rendered in blue and red, positioned above a two-tone sans-serif wordmark. This was the first version to make the airplane itself a primary graphic element, coinciding with rapid fleet growth during deregulation.
2001–2014
Helvetica wordmark
A 2001 update replaced the illustrated plane with a cleaner Helvetica-set wordmark, pairing it with a heart-and-wings emblem in the airline's red, yellow, and blue livery colors. This mark appeared on all 680 aircraft in the fleet and represented a move toward a more contemporary corporate aesthetic.
2014–present · current
Heart symbol
Designed by Lippincott
Lippincott redesigned the identity in September 2014, retiring the plane illustration in favor of a tricolor heart mark in blue, red, and yellow. A custom typeface, Southwest Sans, developed with Monotype, replaced Helvetica and gave the wordmark a more distinctive voice.
Singapore Airlines
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