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Southwest Airlines changes colors

Published on .

Southwest Airlines, the Dallas-based low-cost carrier known for humor-filled advertising, plans to alter the color scheme on its planes and make blue a prominent color, replacing the recognizable brownish color the airline refers to as "desert gold." The airline, which is embarking on a 30th anniversary celebration, has used a livery of desert gold, red and orange since its inception in 1971. Now, the blue will replace the desert gold that wraps around the top of the plane, though desert gold will remain on the tail.

"We've incorporated a new color to better reflect a more mature airline, but we kept our bright, red bellies to remind everyone that Southwest Airlines is still that spirited freedom fighter -- keeping airfares low so that more people can afford to fly," said Herb Kelleher, Southwest's chairman, president and CEO.

The new design will be gradually phased in throughout the Southwest fleet. Southwest's long-time ad agency, Omnicom's GSD&M, Austin, Texas, designed the new livery, which was inspired by the sunrise at the Grand Canyon. Southwest will air a TV spot from GSD&M trumpeting the new color scheme

Copyright January 2001, Crain Communications Inc.

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