Introducing Imua One | Southwest Airlines

Watch as a Southwest aircraft is painted into a special livery design. Imua One is dedicated to Southwest Employees and the people and communities in Hawaii who have welcomed us with warm aloha. Imua is a rallying cry in the Hawaiian language that translates to an urging forward, and it underscores a key value at Southwest—Teamwork.

The eight central visual elements of the Imua One livery hold significance in Hawaii and at Southwest:

Ohana (Family): Root in relationships.
Honu (Turtle): Move with perseverance.
Aina (Land): Find common ground.
Ama (Support): Connect to strengthen and balance.
Hoku (Star): Guide with purpose.
Kai (Ocean): Harness good energy.
Lokahi (Unity): Succeed with Teamwork.
Imua (Forward): Go forward with strength, courage, and strong spirit.

On April 28, 2023, Southwest marked the fourth anniversary of its first interisland flights within Hawaii.

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At Southwest Airlines, our Purpose is to connect People to what’s important in their lives through friendly, reliable, and low-cost air travel. Our Company Values are reminders that how we work is as important as what we do. It’s the attitude of our People; the power of a smile; someone going the extra mile for a Fellow Employee or Customer that sets us apart. We hope to share our Southwest Heart and our legendary Hospitality with you soon!

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