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How do you convey to your customers that yours is a company that cares? International typeface company Monotype thinks it has the answer – with a font.
Monotype, and global branding firm Lippincott, worked together on a brief from Southwestern Airlines to develop a custom typeface and new brand identity. Southwestern was keen to convey the idea of “a maverick spirit and a passion for serving others”, and how better to do this than to somehow capture the essence of its warm, hospitable employees?
As well as new heart-shaped logo, and the motto, “without a heart, it’s just a machine”,