Southwest.... Luv Airlines

de bene esse: literally, of well-being, morally acceptable but subject to future validation or exception


Southwest Stewardesses in their iconic hot pants uniform celebrating the Luv Airline

The company was first incorporated on March 15, 1967 under the name of Air Southwest Company.  It would later be renamed to Southwest Airlines Company on March 29, 1971 with flight service to Houston, Dallas, and San Antonio.  The company’s base airport was Love Field in Dallas, hence the beginning of the “Luv” logo. 

 Throughout the 1970s, Southwest incorporated the love theme into their image to include flight attendants serving “Love Bites” as their meal service and employees issued tickets from their “Love Machines”.  In 1977 they listed their stock on the New York Stock Exchange under the ticker symbol “LUV.”  They never relinquished this advertising campaign as they still proudly carry the image of the Luv Airline.