OUR HISTORY
In nearly 60 years of service, we at Southwest Airlines have built our brand around love, freedom, and a no-frills, fun-loving approach to air travel. From our beginnings as a small Texas airline, we’ve grown into one of the most recognized and beloved names in the industry. Our messaging has consistently emphasized our values, from heart-filled imagery to humorous, relatable advertising campaigns. Whether through our iconic “LUV” branding or the stories we share from our customers and crew, we’ve remained committed to creating meaningful, personal connections. This dedication to transparency, affordability, and exceptional service continues to guide us as we make travel enjoyable for everyone.
Love
FROM THE BEGINNING, WE’VE EMBRACED “LUV” AS A GUIDING PRINCIPLE, CREATING HEARTFELT CONNECTIONS BETWEEN OUR CUSTOMERS AND EMPLOYEES.
FREEDOM
WE REVOLUTIONIZED AIR TRAVEL BY CHAMPIONING AFFORDABILITY AND REMOVING BARRIERS LIKE BAGGAGE FEES, MAKING FLYING ACCESSIBLE FOR EVERYONE.
HUMOR
PLAYFUL ADS AND QUIRKY IN-FLIGHT ANNOUNCEMENTS HAVE ALWAYS BEEN PART OF WHO WE ARE,
ENSURING OUR CUSTOMERS ENJOY A MEMORABLE AND FUN EXPERIENCE.
