• by Tanya Gazdik , September 9, 2014

Southwest Airlines is launching a new brand experience, including a redesigned logo, inflight materials and magazine, and a revamped appearance both online and at the airports.

An advertising campaign will inform customers about the new look. The initial effort broke Monday with a commercial unveiling the new plane design themed, "Without a heart, it's just a machine."

The second phase will launch in early October and will focus on its employees' hospitality. It will include a new tagline.

The airline collaborated with a range of agency partners. Lippincott led the brand identity refresh, GSD&M led the advertising campaign, Razorfish led the new digital experience, Camelot led the media placement and VML led the digital advertising.

Every time people see the Southwest heart design, there’s an opportunity to infuse it with meaning, said Lara Bridger, group creative director at GSD&M.

“Our job was to crystalize the personality and voice of the brand so that you feel Southwest’s humanity even when you’re not having a one-on-one interaction,” Bridger says in a release. “Whether it’s a peanut pack or a TV spot, every communication must give the heart dimension with smarts, humor, and the bold spirit of the brand.”

The redesign was unveiled Monday with the display of a new aircraft livery, named Heart One. Southwest Airlines and its partners did comprehensive research and held numerous focus groups with employees and customers to determine how best to create the new look.

The airline heard that it was important to remain unique and to retain its personality; for these reasons, Southwest continues to use the vibrant color palate and striped tail that has long identified the carrier, while adding a modern touch, proudly displaying the Southwest name on the side of the fuselage and presenting the heart on the aircraft belly.