Even as the identity evolved, the livery remained the same—with the bold brand colors reminding the world that Southwest isn't like other airlines, and the Heart symbol on the belly of the plane conveying it as the airline with Heart and Hospitality.

The airline most famously associated with the heart symbol is Southwest Airlines. Southwest uses the heart as its primary brand identity, featuring a tri-colored heart logo (blue, red, and yellow) prominently on its aircraft liveries, terminal signage, and corporate materials. The airline's association with the heart is deeply rooted in its history; it originally operated out of Love Field in Dallas, Texas. This led to a "love-themed" marketing strategy in the 1970s, where flight attendants served "love potions" (drinks) and "love bites" (peanuts). Today, the heart represents the airline's "Southwest Way" of customer service, emphasizing empathy and friendliness. The company even uses the "LUV" ticker symbol on the New York Stock Exchange. Other airlines occasionally use hearts for special liveries, but Southwest is the only major carrier where the heart is the permanent, central pillar of its entire brand.