The company says it has been working hard to improve its on time record and is nearing its goal of 83-85%. Department of Transportation’s monthly tally of airline on-time performance for much of the past year, with only 72.9% of its flights arriving on schedule during the 12 months through April. Southwest has ranked near the bottom of the U.S. Take the ease and seamless customer experience that used to distinguish the brand. So Southwest has reason to be excited - and, given that this is the airline’s first update to plane exteriors since January 2001, it’s understandable for company executives to want to present an updated look. And the company’s share price continues to rise, reflecting continued investor satisfaction with Southwest’s profitability. Antiquated regulations restricting travel out of Dallas Love Field, arguably the company’s flagship location, will finally be lifted on October 13 th. ![]() The new logo, plane paint scheme, and website redesign have been called “ bold and engaging” and “ modern and updated” - and indeed, the bolder colors, streamlined composition, and clever three-colored heart logo reflect recent developments at the company. Southwest is initiating international flights under its own brand, now that the acquisition of AirTran is complete. Southwest’s recent re-branding effort may have gotten the thumbs up from branding gurus, but it’s the timing of the rebranding - not the design - that’s problematic.
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