Southwest with Rodney Abbot

Southwest with Rodney Abbot

Southwest is a much-beloved brand, but in 2014 a heart-felt rebrand process caused some turbulence inside the largest domestic air carrier. Rodney Abbot, Senior Partner at Lippincott, lead the process and gives us a first-hand account.

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The Breakdown

Southwest has been through many changes throughout the years and needed a brand that could sum up its past and serve the modern-day landscape.

Additional logos we found from 1971 - 1998.

The 2016 rebrand, which was led by Lippincott.