I fly a lot for business. And I must say my favorite airlines are Southwest Airlines and Delta. However Southwest really stands out as a fun and enjoyable flying experience. Therefore I am pleased by their announcement this week.

 

Southwest Airlines, the largest domestic airline by passengers, revealed a new livery, logo and brand experience at a press event held inside a hangar at its Dallas headquarters. The airline, which is completing its merger with AirTran, introduced a refreshed color scheme of blue, yellow and red, as well as a new heart logo that will adorn the belly of its planes.

You might ask why this is significant and why anyone should care? In my opinion it is significant because it demonstrates Southwest's commitment to its core purpose, vision and values. Southwest has a moral compass and a heart that helps it make business decisions that benefits its customers, vendors and employees. Southwest is a company made of people, not a company of products or promises. The company is made up of kindred spirited people who are committed to a common purpose to connect people to what's important in their lives through friendly, reliable, low-cost air travel. It is a purpose much larger than the company itself.

Southwest's core purpose: why do they exist? They exist to connect people to what's important in their lives with friendly, reliable, and low-cost air travel.

Southwest's vision: what they aspire to be? Their vision is to become the world's most loved, most flown, and most profitable airline.

Southwest values: How do they behave? Living the Southwest way with a warrior spirit, servant's heart and fun-loving attitude; working the Southwest way with safety and reliability, friendly customer service and low-cost.

Southwest mission: Who are they on the inside? The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride and company spirit. To their employees, they are committed to provide their employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are incurred for improving the effectiveness of Southwest Airlines. Above all, employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest customer.

Gary Kelly, Southwest Airlines Chairman, President, and CEO said in a press release, "Our collective heartbeat is stronger and healthier than ever, and that's because of the warmth, the compassion, and the smiles of our People," "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." Dubbed "Heart One," the new livery is said to be in honor of the brand's employees.

When one reflects on what they stand for it is perfectly logical for their metaphor to be a heart and appropriate for it to be on the belly of the plane. Simply stated by their CEO Gary Kelly, "Southwest is a great place to work, and brings the greatest joy, because we have such meaningful purpose."

The customer experience, in my opinion, is supported by the dedicated staff in support of their purpose, vision, mission and values. Way to go Southwest!