From Ad Age: Southwest Lets Fly Massive Brand Refresh

Southwest Airlines is unveiling an unprecedented brand refresh as it grows up and out of the U.S.

The carrier is revamping its campaign, tagline, in-airport signage and even the aesthetic of its planes — everything Southwest that’s seen by the public is part of the effort, which will emphasize the company’s heart and the hospitality of its employees. The initial effort breaks today with a commercial unveiling the new plane design themed, “Without a heart, it’s just a machine.”

The effort comes as Southwest tries to position itself as a more professional and mature airline. It’s 2011 deal to acquire AirTran is expected to be completed by the end of the year and the carrier has begun offering international flights and broadening its U.S. footprint to hubs like New York and Washington D.C. In July, Southwest announced plans to resume a list of 50 potential international cities the former “peanuts airline” may expand into.

Read the full article here.

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