Southwest Airlines on Monday unveiled a new livery, with a dominating bright blue complemented by red and yellow stripes at the end of the fuselage and tail.
A redesigned logo has a heart with blue, red and yellow stripes.
The airline has recently begun flying to international destinations, is completing its integration with Air Tran and is about to begin flights out of Dallas Love Field unhindered by the limitations of the Wright Amendment.
"With all these exciting changes happening, we thought it was time for a new visual expression of our brand—one that marries our past to our present and sets the course for where we're headed in the future," said Gary Kelly, Southwest’s chairman, president, and CEO.
Southwest is bringing the new look to airports, updating ticket counters , gates, kiosks and other displays. Dallas Love Field will be the first to sport the new look.
Southwest said it will take its usual cost-conscious approach to the rollout. It will roll out the livery in accordance with an existing repainting schedule, with approximately 60 planes to be repainted by the end of this year.
Many airport conversions will be integrated into existing and upcoming airport improvements. Southwest plans to have all airports updated by the end of 2016.
Some elements of the new look are featured on Southwest.com.