Southwest Airlines on Monday announced a new logo and aircraft paint job, dubbed Heart.
“Our collective heartbeat is stronger and healthier than ever, and that’s because of the warmth, the compassion, and the smiles of our people,” CEO Gary Kelly said in a statement. “The heart emblazoned on our aircraft, and within our new look, symbolizes our commitment that we’ll remain true to our core values as we set our sights on the future.”
The airline is embarking on plans to add international routes and to fully integrate its merger partner AirTran Airways.
Southwest will continue to use red, yellow and blue colors, although in revamped shades, and no orange. It will add what it describes as a modern touch, displaying the Southwest name on the side of the fuselage and adding a painted heart on the aircraft belly.
Nationwide, Southwest’s on-time arrival rate was worst among large carriers, at 67.6 percent, according to the most recent government figures from June flights.
Southwest aircraft will receive the newly painted livery gradually, on each aircraft’s existing repainting schedule, Southwest said. About 60 aircraft will be repainted by the end of the year, it said.
The airline will also refresh its look at airports, converting all airports by the end of 2016, it said.