Type with heart for Southwest Airlines

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</div> </div> </div> </div> </div> </header> <main role="main"> <a id="main-content" tabindex="-1"></a> <div class="layout-content "> <div class="region region-content"> <div data-drupal-messages-fallback class="hidden"></div> <div id="block-monotype-tophatbanneroverlapfix" data-block-plugin-id="block_content:58d9d442-1df9-4a26-ae8e-a58b38122586" class="block block-block-content block-block-content58d9d442-1df9-4a26-ae8e-a58b38122586"> <div class="marketo-wrapper" id=""> <div class="marketo-embed-code"> <style> a.top-hat-banner { padding: 12px; height: 40px; } @media (max-width: 719px) { a.top-hat-banner { padding: 12px; height: 56px; } } </style> </div> </div> </div> <article class="node node--type-resource node--view-mode-full"> <div class="node__content"> <div class="top_row_node-layout"> <div class="top_row_node-layout-template custom-container"> <div class="top_left-region"> <div data-block-plugin-id="system_breadcrumb_block" class="block block-system block-system-breadcrumb-block"> <nav class="breadcrumb" role="navigation" aria-labelledby="system-breadcrumb"> <h2 id="system-breadcrumb" class="visually-hidden">Breadcrumb</h2> <ol> <li> <a href="/fr" title="Home">Home</a> </li> </ol> </nav> </div> </div> <div class="right-content-regions"> <div class="top_middle-region"> <div data-block-plugin-id="entity_view:node" class="block block-ctools block-entity-viewnode"> <article class="node node--type-resource node--view-mode-node-page-title"> <h1 class="hero-text-title"> Une typographie au cœur de Southwest Airlines. </h1> </article> </div> </div> <div > </div> <div > </div> </div> </div> <div class="main_row_node-layout"> <div class="main_row_node-layout-template"> <div class="main-region"> <div data-block-plugin-id="field_block:node:resource:field_main_emphasis" class="block block-layout-builder block-field-blocknoderesourcefield-main-emphasis"> <div class="emphasisvideo_wrapper"><div class="field field--name-field-main-emphasis field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <div class="paragraph paragraph--type--main-image paragraph--view-mode--default"> <div class="field field--name-field-image field--type-entity-reference field--label-hidden field__item"><article class="media media--type-image media--view-mode-main-emphasis-image"> <div class="field field--name-image field--type-image field--label-hidden field__item"> <picture> <source srcset="/sites/default/files/styles/width_910/public/2019-10/southwest_header-optimized.webp?itok=Mt_Y1hgy 1x" media="all and (min-width: 768px)" type="image/webp" width="910" height="444"/> <source srcset="/sites/default/files/styles/720x360/public/2019-10/southwest_header-optimized.webp?itok=OOKcOeKH 1x" media="all and (min-width: 450px)" type="image/webp" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-10/southwest_header-optimized.webp?itok=JkmuPLoG 1x" media="all and (min-width: 320px)" type="image/webp" width="450" height="225"/> <source srcset="/sites/default/files/styles/width_910/public/2019-10/southwest_header-optimized.jpg?itok=Mt_Y1hgy 1x" media="all and (min-width: 768px)" type="image/jpeg" width="910" height="444"/> <source srcset="/sites/default/files/styles/720x360/public/2019-10/southwest_header-optimized.jpg?itok=OOKcOeKH 1x" media="all and (min-width: 450px)" type="image/jpeg" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-10/southwest_header-optimized.jpg?itok=JkmuPLoG 1x" media="all and (min-width: 320px)" type="image/jpeg" width="450" height="225"/> <img src="/sites/default/files/styles/width_910/public/2019-10/southwest_header-optimized.jpg?itok=Mt_Y1hgy" width="910" height="444" alt="" loading="lazy" /> </picture> </div> </article> </div> </div> </div> </div><div class="emphasisvideo_content unlocked"></div> </div> </div> <div data-block-plugin-id="field_block:node:resource:field_quote" class="block block-layout-builder block-field-blocknoderesourcefield-quote"> <div class="main-wrapper-quotation quote-white-text"> <div class="component-quote"> <div class="quote-Text"> <span class="quote-Text-first-letter">“</span> <span>La typographie complète le storytelling et peut incarner la personnalité d’une marque.</span> <span class="quote-Text-last-letter">”</span> </div> <div class="citation"> <p> </p> <p> </p> </div> </div> </div> </div> </div> </div> </div> </div> <div class="two_col_row_node-layout"> <div class="two_col_row_node-layout-template custom-container"> <div class="left-region" style="--form-height-des: 200px;--form-height-mob: 300px;"> <div data-block-plugin-id="entity_view:node" class="block block-ctools block-entity-viewnode"> <div class="resource-content-citation"> <div class="content-field_category"> <div class="field field--name-field-category field--type-entity-reference field--label-inline field__items"> <div class="field__label">Sujet</div> <div class="field__item" class="field__item" title="Études de cas"> <a href="/fr/ressources/case-studies" data-analytics-linkcategory="side bar - resources" data-analytics-linkSection="tag" data-analytics-linkname="Études de cas" data-analytics-linktype="button" data-analytics-resourcetopic="Études de cas" data-analytics-resourcetitle="Une typographie au cœur de Southwest Airlines." hreflang="fr">Études de cas</a> </div> </div> </div> <div class="content-field_tags "> <div class="field field--name-field-tags field--type-entity-reference field--label-hidden field__items"> <div class="field__item"> <a href="/fr/Ressources/Tags/web" data-analytics-linkcategory="side bar - resources" data-analytics-linkSection="tag" data-analytics-linkname="Web" data-analytics-linktype="button" data-analytics-resourcetopic="Web" data-analytics-resourcetitle="Une typographie au cœur de Southwest Airlines." hreflang="fr">Web</a> </div> <div class="field__item"> <a href="/fr/Ressources/Tags/branding" 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class="social-sharing-buttons__button share-linkedin" rel="noopener"> <svg width="30px" height="30px" style="border-radius:3px;"> <use href="/modules/contrib/better_social_sharing_buttons/assets/dist/sprites/social-icons--square.svg#linkedin" /> </svg> </a> </div> </div> </div> </div> </div> <div data-block-plugin-id="field_block:node:resource:body" class="block block-layout-builder block-field-blocknoderesourcebody"> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item"><p><span><span><span><span lang="fr" xml:lang="fr" xml:lang="fr"><span>Monotype et Lippincott ont travaillé en étroite collaboration avec Southwest Airlines. L’objectif était de créer une voix typographique authentique, au centre d’une nouvelle identité de marque pour la très appréciée compagnie aérienne américaine.</span></span></span></span></span></p></div> </div> <div data-block-plugin-id="field_block:node:resource:field_left_section" class="block block-layout-builder block-field-blocknoderesourcefield-left-section"> <div class="field field--name-field-left-section field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <div class="paragraph paragraph--type--text paragraph--view-mode--default"> <div class="clearfix text-formatted field field--name-field-description field--type-text-long field--label-hidden field__item"><p><span><span><span><span lang="fr" xml:lang="fr" xml:lang="fr"><span>Depuis près d’un demi-siècle, Southwest Airlines affine sa philosophie commerciale. Ses liens authentiques et émotionnels avec les consommateurs sont placés au cœur de l’expérience de marque. En 2014, le temps était venu de mettre les valeurs humaines de Southwest au premier plan, et la compagnie aérienne a annoncé une refonte complète de la marque qui couvrait la livrée, les aéroports, les canaux numériques et une toute nouvelle identité visuelle. Des avions aux emballages de cacahuètes, la nouvelle image de marque apporte une touche contemporaine à la personnalité confiante et authentique de Southwest.</span></span></span></span></span></p> <p><span><span><span><span lang="fr" xml:lang="fr" xml:lang="fr"><span>«Notre rythme cardiaque collectif est plus fort et plus sain que jamais, et c’est grâce à la chaleur, à la compassion et aux sourires de notre personnel», déclare Gary Kelly, président-directeur général de Southwest Airlines.» Le cœur, arboré sur nos avions et au sein de notre nouvelle apparence, symbolise notre engagement à rester fidèles à nos valeurs fondamentales, tout en nous tournant vers l’avenir.»</span></span></span></span></span></p></div> </div> </div> <div class="field__item"> <div class="paragraph paragraph--type--image paragraph--view-mode--default"> <article class="media media--type-image media--view-mode-default"> <div class="field field--name-image field--type-image field--label-hidden field__item"> <picture> <source srcset="/sites/default/files/styles/width_810/public/2019-09/southwest_heart_optimized.webp?itok=rX7dGyvp 1x" media="all and (min-width: 768px)" type="image/webp" width="810" height="543"/> <source srcset="/sites/default/files/styles/720x360/public/2019-09/southwest_heart_optimized.webp?itok=h64UsAXr 1x" media="all and (min-width: 450px)" type="image/webp" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-09/southwest_heart_optimized.webp?itok=gnveTxw4 1x" media="all and (min-width: 320px)" type="image/webp" width="450" height="225"/> <source srcset="/sites/default/files/styles/width_810/public/2019-09/southwest_heart_optimized.jpg?itok=rX7dGyvp 1x" media="all and (min-width: 768px)" type="image/jpeg" width="810" height="543"/> <source srcset="/sites/default/files/styles/720x360/public/2019-09/southwest_heart_optimized.jpg?itok=h64UsAXr 1x" media="all and (min-width: 450px)" type="image/jpeg" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-09/southwest_heart_optimized.jpg?itok=gnveTxw4 1x" media="all and (min-width: 320px)" type="image/jpeg" width="450" height="225"/> <img src="/sites/default/files/styles/width_810/public/2019-09/southwest_heart_optimized.jpg?itok=rX7dGyvp" width="810" height="543" alt="" loading="lazy" /> </picture> </div> <div class="clearfix text-formatted field field--name-field-description field--type-text-long field--label-hidden field__item"><p>Le rebranding complet de Southwest a pris la forme de livrées, d’aéroports, de canaux numériques et d’une nouvelle identité visuelle.</p></div> </article> </div> </div> <div class="field__item"> <div class="paragraph paragraph--type--text paragraph--view-mode--default"> <div class="clearfix text-formatted field field--name-field-description field--type-text-long field--label-hidden field__item"><p><span><span><span><span lang="fr" xml:lang="fr" xml:lang="fr"><span>Un élément clé de la nouvelle identité était de souligner les caractéristiques de la culture interne de Southwest Airlines – qui met l’accent sur l’humanité et une touche personnelle – et de les exprimer de manière à résonner avec un niveau visuel clair, en particulier sur un marché qui est à la fois de plus en plus saturé et désabusé. Pour ce faire, Southwest Airlines s’est associée à Lippincott pour créer une identité qui s’inspire de la philosophie Human Era Branding du cabinet de conseil. Celle-ci privilégie une communication simple et honnête entre les marques et les consommateurs.</span></span></span></span></span></p></div> </div> </div> <div class="field__item"> <div class="paragraph paragraph--type--quote paragraph--view-mode--default"> <div class="main-wrapper-quotation "> <div class="component-quote"> <div class="quote-Text"> <span class="quote-Text-first-letter">“</span> <span>Travailler en partenariat avec Lippincott et Monotype sur une police de caractères personnalisée nous a permis de façonner chaque caractère de manière à transmettre notre personnalité, notre voix et notre identité visuelle uniques. </span> <span class="quote-Text-last-letter">”</span> </div> <div class="citation"> </div> </div> </div> </div> </div> <div class="field__item"> <div class="paragraph paragraph--type--text paragraph--view-mode--default"> <div class="clearfix text-formatted field field--name-field-description field--type-text-long field--label-hidden field__item"><p><span><span><span><span lang="fr" xml:lang="fr" xml:lang="fr"><span>«Les marques Human Era font appel à l’émotion du consommateur. Parfois, ces appels sont vulnérables, parfois ils sont forts, décalés ou sérieux. Quoi qu’il en soit, les attraits émotionnels sont authentiques. Ils correspondent à l’ADN d’une entreprise et à son objectif», explique Rodney Abbott, associé principal chez Lippincott. </span></span></span></span></span></p></div> </div> </div> <div class="field__item"> <div class="paragraph paragraph--type--gallery paragraph--view-mode--default"> <div id="mainSlider" class="font-carousel"> <div class="slider-gallery slider"> <div> <picture> <source srcset="/sites/default/files/styles/width_910/public/2019-09/southwestdetails-01-optimized.webp?itok=Qy0iaQIf 1x" media="all and (min-width: 768px)" type="image/webp" width="910" height="610"/> <source srcset="/sites/default/files/styles/720x360/public/2019-09/southwestdetails-01-optimized.webp?itok=1xVNYYw- 1x" media="all and (min-width: 450px)" type="image/webp" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-09/southwestdetails-01-optimized.webp?itok=InKX3J86 1x" media="all and (min-width: 320px)" type="image/webp" width="450" height="225"/> <source 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srcset="/sites/default/files/styles/720x360/public/2019-09/southwestdetails-03-optimized.png?itok=RPgdmoUT 1x" media="all and (min-width: 450px)" type="image/png" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-09/southwestdetails-03-optimized.png?itok=yzZ9zm03 1x" media="all and (min-width: 320px)" type="image/png" width="450" height="225"/> <img src="/sites/default/files/styles/width_910/public/2019-09/southwestdetails-03-optimized.png?itok=UT6LoHTC" alt="" title="" /> </picture> </div> <div> <picture> <source srcset="/sites/default/files/styles/width_910/public/2019-09/southwestdetails-04-optimized.webp?itok=jvojz9-4 1x" media="all and (min-width: 768px)" type="image/webp" width="910" height="610"/> <source srcset="/sites/default/files/styles/720x360/public/2019-09/southwestdetails-04-optimized.webp?itok=_Di_Puja 1x" media="all and (min-width: 450px)" type="image/webp" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-09/southwestdetails-04-optimized.webp?itok=vE95p2CL 1x" media="all and (min-width: 320px)" type="image/webp" width="450" height="225"/> <source srcset="/sites/default/files/styles/width_910/public/2019-09/southwestdetails-04-optimized.png?itok=jvojz9-4 1x" media="all and (min-width: 768px)" type="image/png" width="910" height="610"/> <source srcset="/sites/default/files/styles/720x360/public/2019-09/southwestdetails-04-optimized.png?itok=_Di_Puja 1x" media="all and (min-width: 450px)" type="image/png" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-09/southwestdetails-04-optimized.png?itok=vE95p2CL 1x" media="all and (min-width: 320px)" type="image/png" width="450" height="225"/> <img src="/sites/default/files/styles/width_910/public/2019-09/southwestdetails-04-optimized.png?itok=jvojz9-4" alt="" title="" /> </picture> </div> <div> <picture> <source srcset="/sites/default/files/styles/width_910/public/2019-09/southwestdetails-05-optimized.webp?itok=tWVEM5iZ 1x" media="all and (min-width: 768px)" type="image/webp" width="910" height="610"/> <source srcset="/sites/default/files/styles/720x360/public/2019-09/southwestdetails-05-optimized.webp?itok=m9n61DsB 1x" media="all and (min-width: 450px)" type="image/webp" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-09/southwestdetails-05-optimized.webp?itok=qS7ZLNmi 1x" media="all and (min-width: 320px)" type="image/webp" width="450" height="225"/> <source srcset="/sites/default/files/styles/width_910/public/2019-09/southwestdetails-05-optimized.png?itok=tWVEM5iZ 1x" media="all and (min-width: 768px)" type="image/png" width="910" height="610"/> <source srcset="/sites/default/files/styles/720x360/public/2019-09/southwestdetails-05-optimized.png?itok=m9n61DsB 1x" media="all and (min-width: 450px)" type="image/png" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-09/southwestdetails-05-optimized.png?itok=qS7ZLNmi 1x" media="all and (min-width: 320px)" type="image/png" width="450" height="225"/> <img src="/sites/default/files/styles/width_910/public/2019-09/southwestdetails-05-optimized.png?itok=tWVEM5iZ" alt="" title="" /> </picture> </div> </div> </div> <div class="slider-nav slider field--name-field-description"> <div> <p>Geometric proportions with minimal contrast between thicks and thins gives the typeface a modern and approachable look.</p> </div> <div> <p>Large full circles feel friendly and youthful.</p> </div> <div> <p>Directional change is reflected by a simple sharp point. From that point, the line gently arcs into a full round curve.</p> </div> <div> <p>Along the baseline, blunted spurs and accentuated bowls enhance the playful character of the letterforms.</p> </div> <div> <p>Stems lend structure to some letterforms that help the eyes scan across lines of copy.</p> </div> </div> </div> </div> <div class="field__item"> <div class="paragraph paragraph--type--text paragraph--view-mode--default"> <div class="clearfix text-formatted field field--name-field-description field--type-text-long field--label-hidden field__item"><p><span><span><span><span lang="fr" xml:lang="fr" xml:lang="fr"><span>Bien sûr, l’écrit est l’un des moyens les plus puissants pour communiquer. La typographie complète<strong> </strong>le storytelling et peut incarner la personnalité d’une marque. Dans cet esprit, Lippincott et Southwest Airlines ont travaillé en étroite collaboration avec Monotype sur la police personnalisée Southwest Sans – un design original spécifiquement créé pour la marque. Conçue par Dan Rhatigan et Jim Ford, designer typographique chez Monotype, les formes de ses lettres ont été dessinées pour incarner la personnalité de Southwest, tout en apportant une expression nouvelle et diversifiée à sa voix. Étant donné que la marque devait se présenter de manière à créer des liens authentiques avec ses consommateurs, la typographie devait jouer un rôle important dans la transmission du ton de voix unique de Southwest, quel que soit l’environnement dans lequel elle était déployée.</span></span></span></span></span></p></div> </div> </div> <div class="field__item"> <div class="paragraph paragraph--type--image paragraph--view-mode--default"> <article class="media media--type-image media--view-mode-default"> <div class="field field--name-image field--type-image field--label-hidden field__item"> <picture> <source srcset="/sites/default/files/styles/width_810/public/2019-09/southwest_sketch_optimized.webp?itok=e9iatqYb 1x" media="all and (min-width: 768px)" type="image/webp" width="810" height="543"/> <source srcset="/sites/default/files/styles/720x360/public/2019-09/southwest_sketch_optimized.webp?itok=wcM7rxpo 1x" media="all and (min-width: 450px)" type="image/webp" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-09/southwest_sketch_optimized.webp?itok=b91Rr7AQ 1x" media="all and (min-width: 320px)" type="image/webp" width="450" height="225"/> <source srcset="/sites/default/files/styles/width_810/public/2019-09/southwest_sketch_optimized.jpg?itok=e9iatqYb 1x" media="all and (min-width: 768px)" type="image/jpeg" width="810" height="543"/> <source srcset="/sites/default/files/styles/720x360/public/2019-09/southwest_sketch_optimized.jpg?itok=wcM7rxpo 1x" media="all and (min-width: 450px)" type="image/jpeg" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-09/southwest_sketch_optimized.jpg?itok=b91Rr7AQ 1x" media="all and (min-width: 320px)" type="image/jpeg" width="450" height="225"/> <img src="/sites/default/files/styles/width_810/public/2019-09/southwest_sketch_optimized.jpg?itok=e9iatqYb" width="810" height="543" alt="" loading="lazy" /> </picture> </div> <div class="clearfix text-formatted field field--name-field-description field--type-text-long field--label-hidden field__item"><p>Southwest Sans typeface was inspired by the core symbol of Southwest’s identity- the heart.</p></div> </article> </div> </div> <div class="field__item"> <div class="paragraph paragraph--type--text paragraph--view-mode--default"> <div class="clearfix text-formatted field field--name-field-description field--type-text-long field--label-hidden field__item"><p><span><span><span><span lang="fr" xml:lang="fr" xml:lang="fr"><span>En partant du symbole central de l’identité de Southwest – le cœur –, le logotype a été redessiné pour compléter le motif et ses caractéristiques design ont été utilisées pour définir l’apparence générale de Southwest Sans. Le changement de direction est reflété par une simple pointe aiguë. La ligne forme un arc léger dans une courbe ronde complète, tandis que les fûts verticaux donnent une structure à certaines formes de lettres pour aider les yeux à parcourir les lignes de texte.<strong> </strong>Des ronds épais insufflent une sensation de convivialité et de vivacité,<strong> </strong>tandis que le long de la ligne de base, les éperons émoussés et les panses accentuées renforcent le caractère ludique des formes typographiques. Pour équilibrer le tout, la police utilise des proportions géométriques avec un contraste minimal entre les<strong> </strong>pleins et les déliés, ce qui donne à la police une apparence moderne et accessible.</span></span></span></span></span></p></div> </div> </div> <div class="field__item"> <div class="paragraph paragraph--type--image paragraph--view-mode--default"> <article class="media media--type-image media--view-mode-default"> <div class="field field--name-image field--type-image field--label-hidden field__item"> <picture> <source srcset="/sites/default/files/styles/width_810/public/2019-09/southwest_touchpoints_optimized.webp?itok=e4mOA9i1 1x" media="all and (min-width: 768px)" type="image/webp" width="810" height="543"/> <source srcset="/sites/default/files/styles/720x360/public/2019-09/southwest_touchpoints_optimized.webp?itok=E0rQuFtV 1x" media="all and (min-width: 450px)" type="image/webp" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-09/southwest_touchpoints_optimized.webp?itok=U6HO7wx2 1x" media="all and (min-width: 320px)" type="image/webp" width="450" height="225"/> <source srcset="/sites/default/files/styles/width_810/public/2019-09/southwest_touchpoints_optimized.jpg?itok=e4mOA9i1 1x" media="all and (min-width: 768px)" type="image/jpeg" width="810" height="543"/> <source srcset="/sites/default/files/styles/720x360/public/2019-09/southwest_touchpoints_optimized.jpg?itok=E0rQuFtV 1x" media="all and (min-width: 450px)" type="image/jpeg" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-09/southwest_touchpoints_optimized.jpg?itok=U6HO7wx2 1x" media="all and (min-width: 320px)" type="image/jpeg" width="450" height="225"/> <img src="/sites/default/files/styles/width_810/public/2019-09/southwest_touchpoints_optimized.jpg?itok=e4mOA9i1" width="810" height="543" alt="" loading="lazy" /> </picture> </div> <div class="clearfix text-formatted field field--name-field-description field--type-text-long field--label-hidden field__item"><p><span><span><span><span lang="fr" xml:lang="fr" xml:lang="fr"><span>Le caractère Southwest Sans peut être vu sur tout support, des avions aux emballages de cacahuètes.</span></span></span></span></span></p></div> </article> </div> </div> <div class="field__item"> <div class="paragraph paragraph--type--text paragraph--view-mode--default"> <div class="clearfix text-formatted field field--name-field-description field--type-text-long field--label-hidden field__item"><p><span><span><span><span lang="fr" xml:lang="fr" xml:lang="fr"><span>Comme on pouvait s’y attendre, la typographie a joué un rôle central dans le rebranding de Southwest et apparaît désormais sur une multitude de supports de marque – depuis la livrée, la signalisation aéroportuaire, les sites Web jusqu’aux emballages de cacahuètes, aux coupons de boissons et aux serviettes de cocktail. La voix de marque de Southwest est incarnée par Southwest Sans dans toutes les tailles de points, qu’elles soient minuscules ou massives, afin de garantir que chaque mot compte et soit porteur de sens. « Notre nouvelle apparence audacieuse montre le cœur de nos employés et la promesse de notre marque à nos clients », explique Kevin Krone, directeur marketing de Southwest Airlines. «Travailler en partenariat avec Lippincott et Monotype sur une police de caractères personnalisée nous a permis de façonner chaque caractère de manière à transmettre notre personnalité, notre voix et notre identité visuelle uniques.»</span></span></span></span></span></p></div> </div> </div> <div class="field__item"> <div class="paragraph paragraph--type--image paragraph--view-mode--default"> <article class="media media--type-image media--view-mode-default"> <div class="field field--name-image field--type-image field--label-hidden field__item"> <picture> <source srcset="/sites/default/files/styles/width_810/public/2019-09/southwest_dan_rodney_optimized.webp?itok=dtx--7Xl 1x" media="all and (min-width: 768px)" type="image/webp" width="810" height="543"/> <source srcset="/sites/default/files/styles/720x360/public/2019-09/southwest_dan_rodney_optimized.webp?itok=q43e0nC8 1x" media="all and (min-width: 450px)" type="image/webp" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-09/southwest_dan_rodney_optimized.webp?itok=CfEFfl2G 1x" media="all and (min-width: 320px)" type="image/webp" width="450" height="225"/> <source srcset="/sites/default/files/styles/width_810/public/2019-09/southwest_dan_rodney_optimized.jpg?itok=dtx--7Xl 1x" media="all and (min-width: 768px)" type="image/jpeg" width="810" height="543"/> <source srcset="/sites/default/files/styles/720x360/public/2019-09/southwest_dan_rodney_optimized.jpg?itok=q43e0nC8 1x" media="all and (min-width: 450px)" type="image/jpeg" width="720" height="360"/> <source srcset="/sites/default/files/styles/450x225/public/2019-09/southwest_dan_rodney_optimized.jpg?itok=CfEFfl2G 1x" media="all and (min-width: 320px)" type="image/jpeg" width="450" height="225"/> <img src="/sites/default/files/styles/width_810/public/2019-09/southwest_dan_rodney_optimized.jpg?itok=dtx--7Xl" width="810" height="543" alt="" loading="lazy" /> </picture> </div> <div class="clearfix text-formatted field field--name-field-description field--type-text-long field--label-hidden field__item"><p>Dan Rhatigan (left) and Rodney Abbott (right) reviewing the Southwest Sans typeface.</p></div> </article> </div> </div> <div class="field__item"> <div class="paragraph paragraph--type--text paragraph--view-mode--default"> <div class="clearfix text-formatted field field--name-field-description field--type-text-long field--label-hidden field__item"><p><span><span><span><span lang="fr" xml:lang="fr" xml:lang="fr"><span>Il s’avère que la compagnie est également le premier choix du monde financier, rentable pendant 41 années consécutives et récemment nommée compagnie aérienne de l’année ainsi que meilleur choix d’investissement de 2014. Cependant, malgré son succès commercial, Southwest est restée fidèle à sa philosophie en montrant au monde entier qu’un peu de cœur peut faire beaucoup. À une époque où les voyageurs sont de plus en plus assaillis par de nouvelles marques et de nouvelles possibilités, une typographie qui s’adresse aux consommateurs avec une voix humaine et à laquelle on peut s’identifier, cela joue un rôle de plus en plus important dans la définition d’une marque. </span></span></span></span></span></p></div> </div> </div> </div> </div> <div data-block-plugin-id="field_block:node:resource:field_meta_tags" class="block block-layout-builder block-field-blocknoderesourcefield-meta-tags"> </div> </div> <div class="right-region"> <div data-block-plugin-id="field_block:node:resource:field_right_section" class="block block-layout-builder block-field-blocknoderesourcefield-right-section"> <div class="field field--name-field-right-section field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <div class="paragraph paragraph--type--related-content paragraph--view-mode--default"> <div 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