Southwest Airlines
I can’t be certain, but I believe my first flight was taken on Southwest Airlines. I do know that many, many subsequent flights with my family have been shared with this family. Predominately because Southwest Airlines is economical and inviting. And I think most other Southwest fliers feel the same way.
The wordlist for this client was narrowed down to the following: quirky, equal, loyal, approachable, prepared.
The problem with the existing brand was its bland and cold typography and heavy dependence on the aircraft icon. My solution was a typeface that had character and was legible across different media, and a set of three southwestern quadrants to represent the typical seating arrangement on each side of the aircraft.
