Leo Martínez
Southwest Airlines has more planes painted in special liveries than any other US airline. These liveries are colourful and unique, with pinstripes leading from the nose of the aircraft to the vertical stabilizer. Some of the special liveries include the Baby Shit Brown livery, the Desert Gold livery, the Canyon Blue livery, and the Heart livery. In addition to these special liveries, Southwest Airlines also paints state flags on some of its planes. The airline has an extensive history, dating back to its establishment in 1967, and has gone through several livery changes over the years. As of March 2025, Southwest Airlines operates an all-Boeing 737 fleet with 801 aircraft, making it the fourth-largest commercial airline fleet in the world.
| Characteristics | Values |
|---|---|
| Number of planes painted with state names | Not clear |
| Names of states | New Mexico, Colorado |
| Cost of painting | $50,000 to $300,000 |
| Time taken to paint | 12 days |
| Number of aircraft | 801 |
| Number of aircraft on order | Nearly 500 |
| Aircraft type | Boeing 737 |
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What You'll Learn
- Southwest Airlines has more planes painted in special liveries than any other US airline
- The standard liveries are distinct from other airlines
- The first livery, introduced in 1971, was called the Baby Shit Brown livery
- The second livery was called the Desert Gold livery or Mustard Rockets
- The third livery is the most colourful and is preferred by some
Southwest Airlines has more planes painted in special liveries than any other US airline
In addition to these standard liveries, Southwest Airlines has also introduced several special liveries that celebrate the states the airline serves. These include the "Missouri One", which was the first special livery to feature a modified version of the "Heart" tail design, and the "Colorado One". These special liveries can cost anywhere from $50,000 to $300,000, depending on the intricacy of the design, and take about 12 days to complete.
The airline has also made some interesting choices with its liveries, such as leaving the upper forward section of the fuselage blank and placing its brand name on the vertical stabilizer instead of the typical prime spot on the upper forward section. This unique approach to liveries has made Southwest Airlines stand out from other US airlines.
As of March 2025, Southwest Airlines operates an all-Boeing 737 fleet with 801 aircraft, making it the fourth-largest commercial airline fleet in the world. The airline has also served as the launch customer for several Boeing aircraft, including the 737-300, 737-500, and 737-700.
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The standard liveries are distinct from other airlines
Southwest Airlines has more planes painted in special liveries than any other US airline. Even their standard liveries differ from those of other airlines.
The standard liveries of Southwest Airlines have been distinct from other airlines over the years. There have been three major Southwest Airlines liveries, all of which have been colourful and unique. The first was the "Baby Shit Brown livery", which was the launch design for the airline in 1971. It featured colours and tones that reflected the spirit of the southwest United States. The second was the "Desert Gold livery", which was replaced by the "Canyon Blue livery" in 2001. This was the first primary livery change in Southwest's 30-year history. The "Canyon Blue" livery was described as "vivid blue", a bold choice that no other airline had made at the time. The third livery is the most recent and features a heart design.
The standard liveries of Southwest Airlines have also been distinct from other airlines in terms of the placement of their branding. While most airlines place their name or logo on the upper forward section of the fuselage, Southwest Airlines chose to place their brand name on the vertical stabilizer instead. This unique placement of their branding is another way that Southwest Airlines' standard liveries stand out from those of other airlines.
In addition to their standard liveries, Southwest Airlines has created special liveries that pay homage to the states in which the carrier operates. For example, the "Lone Star One" paint scheme is dedicated to the state of Texas, where the airline was founded and is headquartered. Another example is the brightly coloured livery dedicated to the state of Hawaii, where the airline began operating in 2019. These special liveries are a way for Southwest Airlines to celebrate the states that are important to their history and operations.
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The first livery, introduced in 1971, was called the Baby Shit Brown livery
Southwest Airlines has had several liveries over the years, with the first being introduced in 1971. This initial livery was known as the "Baby Shit Brown" livery due to its brown and beige colour scheme. The name also reflects the fact that the colour scheme was designed to reflect the spirit of the southwest United States.
The "Baby Shit Brown" livery, also known as the \"Desert Gold\" livery, was a core part of Southwest's image for many years and featured a prominent palette of brown, orange, and gold hues. It was designed to capture the essence of the Southwest's arid landscapes and create a memorable visual identity for the airline. The choice of colours also served a practical purpose, as the paint selected for the livery was durable and low weight, supporting fuel efficiency and operational cost management.
The "Baby Shit Brown" livery was eventually replaced by the "Canyon Blue" livery in 2001, marking the first primary livery change in Southwest's 30-year history. This new colour scheme featured a vivid blue colour, a bold departure from the previous brown tones.
While the "Baby Shit Brown" livery may have been memorable, it is important to note that liveries and special decals are more than just aesthetic choices for Southwest Airlines. They are a part of the airline's branding strategy, contributing to its rapid growth and market penetration. Each livery builds upon the previous one, showcasing Southwest's ability to adapt and evolve while retaining core design elements.
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The second livery was called the Desert Gold livery or Mustard Rockets
Southwest Airlines has had three major livery designs over the years, with the second being dubbed the Desert Gold livery or, more colloquially, the Mustard Rockets. This livery replaced the original 1971 "Baby Shit Brown" livery, which was designed to reflect the spirit of the American Southwest.
The Desert Gold livery was launched in 2001 and featured pinstripes that ran from the nose of the aircraft to the vertical stabilizer. This was a unique design choice, as most airlines at the time opted for cheat lines running down the centre of the fuselage. The upper forward section of the fuselage was left blank, with the Southwest brand name on the vertical stabilizer instead. The colour scheme was typical of the 1970s, with brown and beige tones, but it was considered by some to be unattractive, with one source commenting that there was ""nothing 'gold' about this colour scheme at all".
The Desert Gold livery was replaced by the Canyon Blue livery in 2001, the first primary livery change in Southwest's 30-year history. The new livery retained the pinstripes of the previous design but replaced the brown colour with a vivid blue. The blue was considered bold and unique among airlines, with some commentators expressing disbelief at the colour choice.
The special liveries of Southwest Airlines aircraft are notable, with more planes painted in special liveries than any other US airline. These special liveries are often accompanied by names ending in "One", such as Spirit One and Missouri One.
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The third livery is the most colourful and is preferred by some
Southwest Airlines has evolved its livery over the years, with three major iterations, each with its own distinct character and style. The third livery is particularly noteworthy for its vibrant and playful aesthetic, earning it the admiration of many.
The first livery, introduced in 1971, was characterised by colours and tones that reflected the spirit of the southwest United States. Nicknamed the "Baby Shit Brown livery", it featured pinstripes running from the nose along the bottom of the aircraft to the vertical stabilizer. This design stood out from its contemporaries, as it left the upper forward section of the fuselage blank, forgoing the typical placement of the airline's name or logo.
The second livery, known as the "Desert Gold livery", continued the use of warm colours, including shades of ochre and gold. This livery featured stylized titles on the forward fuselage and an "S" logo on the tail, with some variations bearing the word "Southwest" on both sides of the tail.
However, it is the third livery that truly embraces a bold and colourful palette. Introduced in 2001, the Canyon Blue livery marked the first primary livery change in Southwest's 30-year history. This design featured a vivid blue colour scheme, with the addition of a giant heart logo on the belly of the aircraft. The heart livery, while visually distinct, was designed to be easier to replicate than its predecessor. This livery also introduced the custom typeface "Southwest Sans" on the forward section of the fuselage.
The third livery's appeal lies in its vibrant and playful aesthetic. The use of colour and unique design elements, such as the heart logo and the custom typeface, creates a visually engaging and memorable look. This livery's distinctiveness is further enhanced by the special liveries that Southwest Airlines is known for, often featuring state flag designs or other unique motifs. These special liveries add to the overall colourful and eclectic nature of the airline's fleet, with no other US airline having as many planes painted in special liveries.
In addition to its visual appeal, the third livery also holds symbolic value. The heart logo, prominently displayed on the belly of the aircraft, reinforces Southwest Airlines' brand identity and its reputation for colourful boarding announcements and crews who occasionally burst out in song. The heart logo serves as a symbol of the airline's playful and customer-centric approach to air travel, aligning with its unique boarding process and open seating policy.
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Frequently asked questions
As of March 2025, Southwest Airlines operates an all-Boeing 737 fleet with 801 aircraft, making it the fourth-largest commercial airline fleet in the world.
Southwest Airlines has more planes painted in special liveries than any other US airline. Some of the special liveries used by Southwest Airlines are the Desert Gold, Canyon Blue, and Heart liveries. The airline also paints state flags on some of its planes.
The cost of painting a Southwest Airlines plane can range from $50,000 to $300,000, depending on the complexity of the design.
