Located Adjacent to Dallas Love Field (DAL/KDAL) is the headquarters of the nation's fourth largest airline, Southwest Airlines (WN/SWA), which employs nearly 45,000 people that transport 133.2 million passengers annually (in 2013) on more than 3,600 daily flights to 96 destinations in 6 countries. It is a massive operation, and it requires the careful choreography of a number of departments to create what should be a seamless travel experience. Southwest invited Airways to be a part of the festivities surrounding the unveiling of a new brand identity (though not a re-branding, as the executives took pains to insist). As the airline takes bold steps to ensure a cohesive corporate culture and identity following the imminent completion of the AirTran merger, this new livery should-the company hopes-provide a new image of a modern and sophisticated airline without sacrificing the egalitarian attitude for which it is known and (usually) loved. For this very reason, the new "Heart" livery features a new logo that, over, over time, is intended to stand alone as an icon of the company, much like the Apple logo.
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