Southwest Color Palette
From primary Blue anchors to supporting accents, the Southwest color system is engineered for clarity across travel touchpoints — digital and physical.
Southwest Primary
Southwest Accent
The Visual Identity of Southwest
Color Systems & Brand Psychology
Primary Hue
Central to Southwest's palette is #304CB2. This carefully tested Blue value ensures brand coherence across screens, print, and environmental travel contexts.
Industry Psychology
Consumer studies in the travel space show that Blue palettes increase brand recall by up to 80%. Southwest deploys this advantage across all visual communications.
Strategic Usage
Southwest treats color as a strategic asset. These hex values are managed centrally and deployed through a token-based system across the travel brand's entire digital ecosystem.
UI Design & Application Guide
Thinking of using the Southwest color palette in your next project? Here is a professional guide on how to apply these colors effectively for web and mobile interfaces.
When using #304CB2 as a background, strict accessibility standards (WCAG) recommend using #FFFFFF for your typeface to ensure maximum readability.
Southwest Primary to ensure consistency across all travel mockups.
Technical Color Data Table
For developers and designers, accuracy is non-negotiable. Below are the precise conversions.
| Color Name | HEX Code | RGB Values | CSS Variable |
|---|---|---|---|
| Southwest Primary | #304CB2 | rgb(48, 76, 178) | var(--southwest-primary) |
| Southwest Accent 1 | #FFC72C | rgb(255, 199, 44) | var(--southwest-color-2) |
CSS Implementation
Copy this CSS snippet to your :root to instantly implement the Southwest brand styles.
:root {
--southwest-primary: #304CB2;
--southwest-color-2: #FFC72C;
}
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