Brooke Porter Katz
September 10, 2014

Domestic airlines have been upgrading right and left in recent months, from introducing premium economy seats (Hawaiian Airlines) to new-and-improved websites (Virgin America). This week, Southwest got in on the action, revealing top-to-bottom design updates that include a new logo, livery, app, and website.

Southwest went bold with its livery, which incorporates a blue body; red, yellow, and silver stripes on the tail and wings; and a new heart logo on the aircraft’s underbelly. “The Heart is who we are,” says Helen Limpitlaw, the Director of Brand Communications. “It encapsulates what we offer as a company. It’s symbolic of our care, our trust, and our belief in providing exceptional hospitality.” By the end of the year, 60 planes will sport the fresh look.

Changes to ticket counters, kiosks, gates, and more were unveiled this week at Dallas Love Field; remaining airports will all be done by the end of 2016. Still to come: updated packaging of the inflight snacks.

Brooke Porter Katz is an Associate Editor at Travel + Leisure. Follow her on Twitter at @brookeporter1.

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