Southwest is having a press conference at Dallas Love Field this morning at 8:30 am to undoubtedly announce their new branding effort.  Since I just happened to be on a flight this morning, I decided to check things out.  Looking at the monitors, you will already notice the new logo in place with the multi-colored heart to the next of the Southwest logo with a newer updated font.

Notice the text is in proper case now.

Looking around the airport, the logo is present on podiums, signs, and more.

Here is the logo applied to the carry-on bag sizer.  I wish more people used these. :)

I found this sign which gives a preview of what the new livery will look like once applied to the fleet.

The home page of the Southwest site has also been updated with a new look.  It has a nice new crisp modern look.  However, most of the site behind the home page remains the same.

I think this is a great new look for the logo.  As someone who has been through a number of mergers / acquisitions, unifying the brand is an important aspect for both the people that make up the company as well as to your customers.  The logo symbolizes a new era for Southwest as they expand into a new market.

At the press conference this morning, I expect Southwest to talk about the progress of the integration with AirTran, the expiration of the Wright amendment, and the latest on International flights into the Caribbean.