Competitors have attempted to undercut them on price by unbundling services (and then charging for extras), and rivals have upped the ante with new services and technologies. Southwest saw an opportunity to develop a new brand identity for a new era, one that would build on its differentiators and set the business up for continued success.

Lippincott被委以重任，要实现什么目标呢? 其目标是总结40多年成功经验，让自己变得更现代化、更有影响力，将凌乱无章的品牌视觉体系统一起来，帮助西南航空进军两个消费需求最高的细分市场：80/90后和商务旅行者。千禧族和公务旅客。

制定一个成功的设计解决方案需要将公司愿景与公司的悠久历史协调一致。Southwest had long stood for freedom, but our research pointed to something deeper. 它对每位乘客总是一视同仁。This led to the insight to focus on what makes the Southwest Airlines brand great: its emphasis on people first.

这次研究中，我们找到了最有力的符号化资产：心形。尽管心形图像向来都是品牌标识的一部分，还是又被滥用的情况，各种各样的心形图案有几百种。我们选择让心形更抢眼，从而让其真正成为一个经典符号。

In 2014, Southwest claimed the humble but bold heart as its symbol, crystallizing a business philosophy 47 years in the making and showing the world that what started Southwest is exactly what will lead it into the future—treating people more like people.

Complementing the new Southwest logo is a redesign of the brand’s livery, airports, and website. 从飞机外观到零食包装，新设计摩登而又忠于西南航空的DNA：confident, authentic, and full of personality.

Immediately following its evolution, it was blues skies for Southwest. The brand was named airline of the year and top investment pick of 2014. Not only did the airline have a 95 percent appeal to Southwest flyers, but it also saw a seven percent increase in consideration among business travelers as well as an increase in brand commitment among the general market.

Lippincott has continued to work with Southwest through the years to show that a little heart goes a long way, from creating a comprehensive UX design system to crafting a campaign for the brand’s 50th anniversary. 所有这一切都基于让西南航空公司独特的一点：以人为先