1. Southwest Airlines

2. Southwest Airlines’ Mission Statement The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.

3. Herbert (Herb) D. Kelleher Executive Chairman of the Board SWA Board of Executives

4. SWA Board of Executives Gary C. Kelly Vice Chairman of the Board and Chief Executive Officer

5. SWA Board of Executives Colleen Barrett President

6. In 2002, Southwest Airlines Emerges Into the New Generation With a New Corporate Logo

7. A Boeing 737-300 Aircraft in Southwest Airlines Historic Colors

8. Southwest's N ew P aint S cheme

10. The Very First Advertisement in 1971

11. Two new "airline-within-an-airline" competitors faced off against Southwest in 1994. While other carriers may offer low fares on a handful of routes, only Southwest Airlines offers low fares on every seat of every flight, to every city we serve. Advertisement against United Airlines in 1994

16. Quarterly Balance Sheet 2004

17. Cities, States, and Airports

18. www.southwest.com Stop Searching. Start Traveling

19. Welcome to SOUTHWEST AIRLINES SPIRIT® magazine online. SOUTHWEST AIRLINES SPIRIT magazine blends energetic travel reporting with diverse, trend-charting topics from the worlds of business, technology, sports, culture, and the arts. Hip profiles of hot personalities in a variety of disciplines provide an irreverent counterpoint to the practical, life-enhancing insiders' guides assembled to serve both business and leisure travelers.