Our Voice
Southwest puts People first. We feel human because we are.
If we follow our Golden Rule of seeing the world, and particularly air travel, with humanity and honesty, our brand signature will be unique. We must see with fresh eyes, strip away clichés, and speak directly from the heart in all that we do.
Our voice should feel fresh, direct, and smart. We are insightful and clever, but always approachable — never snobbish. We’re friendly and sometimes funny. We like to make you smile, but we never try too hard for a joke.
In all our communications, less is more. Everything we do must be user-friendly. Our guiding light is doing what People like. Will People find this helpful? Is it honest? Is it worth a busy person’s time? Does it leave someone feeling happier than they were before?
Because the airline with a Heart always asks, how can we put People first?
Our Voice Is
- Friendly—when we speak, it should sound like we are smiling. Our brand voice is bright and optimistic. There's nothing snobbish or aloof about us.
- Smart—we're insightful. We do things differently at Southwest, and our wit comes through in the way we speak. Our humor is rooted in clever observation and a spirit of fun. We put an unexpected twist on relatable human truths and share our smarter take on travel but always with a smile.
- Genuine—we sound like a real person. We speak in a way that's casual, warm, and relatable but not too homespun. We're honest and straightforward. No faking, overexaggerating, or trying too hard for a joke.
- Bold—we're a Company of individuals. We've always dared to do things differently. We stand out while giving people something to think about, to smile about, and to remember.
Previously the Southwest brand embraced broader, more slapstick comedy—for example, a pratfall or a funny gag to get a laugh. As our brand has evolved, so has our tone. The result is still laughter, but today our method is more mature.
Scroll to see a few examples of our voice:
