I hated it...until I saw this.
Now I like it.
A heart? For an airline? Really?
They've had the heart for a very long time now.
I'm not one to bash designs, but I think Southwest took pretty large leap backwards with this new logo. Nothing about it says "Airline" to me.
I think that's the point? They're not trying to look like every other airline. And a logo doesn't have to show what the company does, it has to show what the company represents. It's so much more inviting and visually appealing than their old logo.
I agree that a "logo doesn't have to show what a company does."
To me, a logo like what you're suggesting works best with brands that carry the explanation within the name itself. AirBnb for instance, has a logo that doesn't necessarily show what the company does, but that's because the name "AirBnB" does that.
What are you suggesting that Southwest's new logo represents? Is it a dating service for the southwestern United States? Do they support the American Heart Association? Do they give out candy on Valentine's day?
I would venture to bet that if you showed this new logo to people with no context, and asked them to state what they thought the company did, or represented... that you'd get a wide variety of answers.
I think the new design is great compared to what they used to have, http://upload.wikimedia.org/wikipedia/commons/5/5b/Classic_Colors_Southwest_Airlines_N648SW_Boeing_737-3H4_SJC.jpg & http://upload.wikimedia.org/wikipedia/commons/1/1b/Southwest_Airlines_Boeing_737-7H4_N231WN.jpg.
How does this make my pre-through-post-flying experience any better? How is this helping people? Why should I care?
Not a fan of the primary colors, especially with that shade of grey. It reminds me a lot of logos from the early eighties, and not in a timeless way.