Southwest Hangs Up Its Low-Cost Jersey

As the onetime upstart has grown larger, so have expenses
A new Southwest look Courtesy Southwest

Southwest Airlines rolled out a corporate rebranding and new paint jobs for its fleet on Sept. 8, part of a freshening up to coincide with its integration of AirTran Airways—the largest acquisition in Southwest’s history—and the launch of international flights. The famously informal carrier that started from a business plan scribbled on the back of a cocktail napkin has been quick to describe the redo with the phrase “New look, same heart.”

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