The Changing Face of Brand Typefaces

Southwest Airlines changed its brand's typeface a few years ago. The intent was to give the brand a more friendly, caring look. Instead of all caps, the new brand is written in upper and lower case (better readability, more accessible). And the addition of a heart (shown here in the Twitter account profile) puts "caring" into the spotlight in a very visible way.

I used the Wayback Machine to look at the Southwest brand in 2013. Above, the logo from the airline's website in that year. Notice the all-caps name. Color scheme is same as today, but no heart.

Compare with the Southwest brand in 1999, again from the Wayback Machine's captures of the company's website. All-caps name, no blue, no heart.

With airline industry consolidation a long-term trend, Southwest is no longer the scrappy startup it once was, but a strong, established carrier with a proud history and loyal customer base. The company's forecasts are closely watched for clues to industry trends. And like all airlines, Southwest watches out for price wars that can affect consumer behavior, market share, and profitability.

Therefore, when Southwest changed its brand typeface, the airline wanted to convey a certain attitude toward its customers, giving it a way to stand out in the crowded skies. It even created a separate website, "Southwest Heart," to explain the heart element in its logo.

"Now we have a unique font that really embodies our personality as a brand," explains Southwest's director of brand communications, adding that this helps differentiate the airline from competitors.

April Fool Marketing, 2016 Edition

The calendar shows why brands are giving us a smile today: It's April Fool, so let's enjoy the marketing jokes. 

Royal Caribbean, known for cruise marketing, has a new venture, announced (just by accident?!) on April 1: its latest vacation opportunity, Orbiter of the Galaxies. Reservations will be taken for "cruises" starting in 2030.

Think Geek has, as always, a variety of almost-plausible products on its site. How about the Star Trek White Noise Sleep Machine? Only $149.99. Dream on.

 Southwest Airlines has a new gimmick for April Fool's Day: "Cash Lav" which takes place inside the jet bathroom. Here's the link. Good luck!

One last prank: Coca-Cola batteries, courtesy of the company's Japanese arm. Sure, caffeine gives everyone a shot of energy. April Fool!

Marketing Gets Spooky

Southwest Airlines has a seasonal promo on its Web site right now, featuring "haunted hotels." The headline, as you can see below, reads: "Visit some of the most Spooktacular hotels in the U.S."

Given Southwest's reputation for tongue-in-cheek marketing, this fits right in with the brand image and just might give vacationers the push they need to click and reserve before the Halloween season is over.

Candy manufacturers, of course, are in their glory with the big trick-or-treat season coming to a peak very soon. Price promotions are rampant, but some marketers are getting into the Halloween spirit with themed commercials. Here's a link to the latest Halloween commercial for Snickers. Will it give buyers the frights or make them run to the store for a big bag of Snickers?